Hungama & Diageo – McDowells Yaari No.1

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.

\ 300+ MILLION VIEWS DELIVERED

\ 65% + AVG. CAMPAIGN VTR'S

\ BRAND LIFT STUDIES

\ 5X COST EFFECTIVENESS

About The Brand

Hungama is the largest aggregator, developer, publisher and distributor of Bollywood & South Asian entertainment content in the world, having worldwide exclusive rights to over half a million music and video titles. It powers nearly 50% to 75% (circle dependent) of all mobile entertainment content in India.

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Decoding The Brief

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.

CHALLENGES

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.

Our Strategy

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.

Campaign Execution

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.

\ 65% + AVG. CAMPAIGN VTR'S

\ BRAND LIFT STUDIES

\ 300+ MILLION VIEWS DELIVERED

\ 5X COST EFFECTIVENESS

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