Amrutanjan x IPL 2020: Blending Legacy with Digital Disruption
Amrutanjan Health Care Ltd. is one of India’s most trusted wellness brands, known for its iconic pain relief balms and health products.
Hungama is the largest aggregator and distributor of Bollywood and South Asian entertainment content globally, with exclusive rights to over 500,000 music and video titles. In collaboration with Diageo’s McDowell’s No.1, Hungama launched No.1 Yaari Jam—a cultural movement to celebrate friendship and elevate India’s indie music scene by empowering emerging artists through Jam Pads and Yaari Jam Originals.
Diageo's McDowell's No.1 Soda partnered with Hungama to create original music with musicians and independent artists. Hungama created original music with renowned artists for the festive season through No.1 Yaari Jam Originals. The association enabled budding musicians through No.1 Yaari Jam Pads to create their own music. The ask from us was to step in as a digital media specialist and conceptualise, execute and optimise video promotion campaigns for Diageo on behalf of Hungama.
Anyone with a Google account can start a channel on YouTube and with enough activity, they can then proceed to monetize this content by allowing brands to advertise on the channel, but when you are a liquor brand who has partnered with an entertainment company and you want to promote your content on YouTube, Brand Safety takes a whole new meaning.
In line with the ask, our strategy to deliver 300 Million views across 40 assets and in little over 12 months was multi pronged. Our approach not only needed to ensure that we were targeting the right set of audiences via our campaigns but also had to ensure that we were maintaining maximum cost effectiveness while doing so.
We had to adhere to strict brand safety measures and were to ensure that we excluded all dry states in the country. IAS tags have been implemented for every single video asset. We used a combination of Influencer Marketing and YouTube Advertising to drive results.
