Streaming service Gaana has rolled out a TVC that has been conceptualised by River Advertising.
The film highlights that downloading music is now obsolete and how it has been replaced by streaming. It shows how a young man in various situations is shown frantically looking to download music as the rest of the world 'pauses' around him.
Prashan Agarwal, CEO, Gaana, said, “Gaana has already been greatly successful at reaching India’s metropolitan base of music lovers. Our latest campaign aptly portrays the inconvenience of downloading music which is a slow, unviable, and largely obsolete process. We’re certain that the reliability, honesty, and practicality of our campaign will go a long way in convincing music lovers from the heartland to make a change and also cater to the preferences of music enthusiasts in metros, tier 2 and tier 3 markets.”
Sohini Pani, founder, and MD, River Advertising, said, “Gaana is one of the top music apps in India today, with millions of weekly users. Whatever the mood you’re in, there’s a song at your fingertips. Yet, there’s a large chunk of music lovers who are in the habit of listening to the radio or downloading songs. We wanted to break that habit and get people to switch to the ease and variety of Gaana. We came up with the idea of clearly showcasing the issues related to downloading music – “the best moments in life come to a pause” when you resort to downloading music. This film showcases a series of such situations when our protagonist seems to be getting stuck because he doesn’t have the latest music with him. Gaana comes to the rescue in each case.”
The film has been released in English, Hindi, Tamil, Telugu and Kannada. The brand wants to also roll out Marathi, Punjabi and Gujarati versions.