It seems more and more brands and companies are exploring how to make a YouTube video more fun.
The newest two that have entertained the Campaign India team this week, are from Old Spice, and (surprise, surprise) from UTV Motion Pictures for its movie Barfi.
In Old Spice, 'Muscle Music', Wieden + Kennedy Portland gets Terry Crews to play instruments by flexing his muscles. The viewer gets to do that too after the video ends, though Crews can get a bit antsy if you take too long.
Then, there's our very own Ranbir Kapoor, who's playing a character called Barfi in a movie by the same name by UTV Motion Pictures. He introduces the character on the YouTube channel, and then encourages viewers to click on boxes to learn how Barfi flirts or to make his mood change.
The ideation and script was created in-house, and Glitch and Media2Win were engaged for the execution. “We constantly innovate in our film marketing to keep audiences engaged. Ranbir is a youth icon and has a huge online fan following, so we decided to marry the theme of Barfi! with Ranbir’ s charismatic personality to create an exciting new experience on You Tube that will keep users entertained for hours,” said Shikha Kapur, executive director – marketing, Studios, Disney UTV.