The entertainment industry has been around for several decades and the traditional promotion and marketing methods of songs and movies have been mature. There wasn’t much room left for making breakthrough, until the smartphone came along. Today celebrities and studios have found a new way to directly reach the masses, through the help of phones and mobile internet – things that never get off our palms. The recently-launched Sonakshi Sinha's new debut album ‘Aaj Mood Ishqholic Hai
’, for instance, has already crossed over 4 lakh view on YouTube. The huge success behind the hit is UC Browser, India's No.1 mobile browser with over 50 per cent market share according to StatCounter
UC Browser and T-Series engaged in a cross-boundary partnership, where UC Browser helped the song grab maximum eyeballs through its huge user base across the country. The complicated and integrated campaign could be a signal of a new era for entertainment industry.
UC Browser was featured in the video as part of the partnership.
The poster appeared on the screens of 3.87 million smartphones in just one day.
The video has been shot against the backdrop of Goa’s sun-kissed beaches and choreographed by Salman Yusuff Khan, of Dance India Dance fame. The song video has Sonakshi enjoying romantic escapades with her partner in Goa. Sonakshi's debut song is composed by Meet Bros and Kumaar has penned down the lyrics.
Before the song was officially introduced, the teaser video was revealed exclusively on the "Hot Video" section of UC Browser's homepage, to help spread the word. The teaser was made available 2 days before the song launch and it became one of the high-trending videos in India on YouTube, helping create the required initial buzz.
“The teaser video itself gained 400,000 authentic views in one day on UC Browser,” said Kenny Ye, managing director, UCWeb India. This turned out to be a powerful platform to give the initial boost to the song, as UC Browser further promoted it via splash screen (the wallpaper you see whenever you start up the browser app). “In total, 3.87 million users have seen Sonakshi's debut teaser poster on their mobiles, in just one day,” Ye added.
Sonakshi' poster appeared on the screens of 3.87 million smartphones in just one day.
In addition, the browser leveraged on its fan base of over 8.5 million on Facebook, and Twitter, which resulted in nearly 1.3 million impressions. The interaction and reaction of fans on SNS, in return, fueled the trend. The song saw over 49,000 engagements with fans commenting, sharing, liking the video. UC Browser also promoted the video via its YouTube handle, which has nearly 100,000 subscribers.
T-Series has been providing continuous entertainment to youth through hit music and videos recently, which is quite similar to UC Browser which has been accepted by youth wholeheartedly for providing the best content, entertainment and experience via mobile browser.
Ye said, “We are constantly striving to reshape the mobile lifestyle of people worldwide. We are the No. 1 mobile browser in India, with exhaustive Bollywood content – including songs, movies, and videos. Sonakshi's debut song is sure to garner maximum eyeballs on UC Browser.”
With the rise of smartphone and mobile internet in the country, UC Browser, as a mobile gateway for millions of users, has been at the forefront of driving mobile internet penetration in the country, proving newer ways for content provider, publishers and production houses to reach out to masses. The entertainment industry is now able to connect audience in a more effective way.
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