Scarecrow Communications had put up a video of rock band Agnee jamming, on Agnee's Facebook page. But it was different; much like a Karoake version, the voice track was muted.
Anveshan Technologies was then engaged to create a Facebook app, through which only words guessed correctly by users (with lip reading and following clues) would be unmuted in the 'teaser' music video. The voice-less music video was put up on 23 July. After around seven days and 1,50,000 views, the brand and the words of 'Reveal Yourself' by Agnee were unveiled online - it was created for Danone Narang Beverages' water-based drink brand Agnee.
In a statement issued post reveal, Renu Bansal, Head Marketing, Danone-Narang Beverages, said, “Today’s youth is aware of what they want to pursue and don’t live a life dictated by others. With our new campaign ‘Reveal Yourself’, we wish to foster a passion to inspire people to pursue their dreams. Agnee has beautifully captured this sentiment in their music video. ‘Reveal Yourself’ is B’lue’s tribute along with Agnee to all Punekars.”
For the uninitiated, Agnee is a Pune-based band - and brand B'lue has started its pan-India expansion from Pune.
Amitabh Sreedharan, AVP, account management, Scarecrow Communications, explained, “Before launching the brand nationally, Danone Narang was looking to do a pilot launch for B’lue in Pune. While a print and outdoor campaign was created under the theme of ‘Reveal Yourself’, there still had to be a big buzz-generating activity that engaged the youth of Pune.”
Kapil Tammal, executive creative director, Scarecrow Communications, added, “Since ‘Reveal Yourself’ is all about inspiring people to follow their heart and chasing their inner dreams, team Scarecrow decided to help the brand philosophy come alive through a song that connects with the youth of Pune. While Agnee is today a popular national band, it’s still very much Pune-based. Agnee’s popularity among the youth of Pune and the roaring music culture of the city was only to leverage upon.”
Team Scarecrow jammed with Agnee to draft the lyrics and roped in the technology partner to design this one-of-its-kind app.
According to Sarvesh Raikar, creative director at Scarecrow, besides launching the silent video, the agency created a range of interactive elements to drive engagement. Videos were shot with Mohon and Koco (the band’s lead singers) playing dumb charades to create 'clue' videos for people to guess the lyrics. Lip-reading tutorials and crosswords were also uploaded to boost the buzz. Members of the Agnee band also interacted with the participants through Twitter and encouraged them to guess the lyrics.
To catch the teaser phase action, visit Agnee Facebook page:
To try the application, where you can submit the lyrics and unmute the silent music video visit:
To hear ‘Reveal Yourself’ – the unmuted track visit:
Drink B’lue FB Page
Mohan & Koco
Danone Narang Beverages Team
Renu Bansal, Head Marketing
Sunayendra Jain, Brand Manager
Amarpreet Kaur Ghandi, Assistant Brand Manger
Manish Bhatt, Founder Director
Arunava (Joy) Sengupta, Founder Director
Raghu Bhat, Founder Director
Sarvesh Raikar, Creative Director
Amitabh Sreedharan, Associate Vice-president
Kapil Tammal, Executive Creative Director
Ankit Dembla, Creative Supervisor
Diana D’souza, Copy Supervisor
Lalit Sakurkar, Sr. Art Director
Amrita Sarkar, Account Executive
Developers: Anveshan Technologies
Onkar Bhosle, Co-Founder
Nimit Shah, Technical Director
Production House: Dreamcatchers
Kirk Jacob, Producer
Manoj Mane, Director
Still Photography (Agnee): Himmat Shekhawat