Gaana.com has rolled out a second TVC as part of its campaign conceptualised by M&C Saatchi.
This film shows the second meeting of the two protagonists Ayaan and Rhea inside a metro. The duo are seated next to each other. Rhea asks Ayaan about what song he'll make her listen to. Ayaan surfs the Gaana.com app and shares his earphone with Rhea. The two groove to the music until Rhea tells Ayaan that she needs to alight. While stepping out, she asks him about the music he'll make her listen to on the next day, signalling that the story is set to continue.
Pratik Mazumder, VP - marketing, Times Internet, said, “The challenge was to dovetail the beauty of the product and the brand belief of 'Bas bajna chahiye gaana'. With this musical story, we are able to show how music plays a role in every emotion a human goes through.”
Anjali Nayar, president, M&C Saatchi New Delhi, said, "Our entire campaign this time was based on how music can bring two people together. The insight was basically how the first signs of true love happen only when you discover a common interest. And one of the most telling signs of compatibility is if you love the same music. Because ‘I love his playlist’ actually goes deeper than ‘I love his eyes’."
Nirmal Pulickal, managing director and creative head, M&C Saatchi New Delhi, said, "We decided to look at young love. But not just the initial attraction bit. We looked at all facets of love. Attraction/ intimacy/ estrangement/ trust and commitment. Go through all the emotions one experiences. From the initial adrenaline rush, to anguish and the euphoria of the reunion. And we decided to step back and look at this not like an ad campaign but to do it like a Bollywood movie about love.”
Besides the TVC, the campaign straddles print, outdoor, digital, social media and radio.