Gaana.com is India’s No. 1 music broadcasting service that acquired a base of 9 million active monthly users and 6 million app downloads in just a year’s time. The brand had an extensive content catalogue of over 3 million songs in more than 21 languages.
With India playing the WT20 semi-finals against the in-form West Indies, the scene was set for an epic encounter. To celebrate the moment and make it all the more memorable Gaana.com, living legend Kailash Kher lent his unique voice for the truly unique contest. The mandate was to make the hashtag #JeetegaIndia trend through a contest coupled with a targeted influencer campaign.
By promoting a contest with the hashtag #JeetegaIndia, we came up with a variety of unique situations in which the brand’s followers on Twitter had to tweak the lyrics of popular Bollywood songs. Our influencers sent hundreds of song requests to Gaana.com. The requests that popular singer Kailash Kher liked the most, were sung by him in his own unique style. This rare treat which perfectly amalgamated the thrill of an epic encounter, eulogized by one of the best voices in Bollywood, made fans on social media go berserk. It piqued the interest of the thousands of followers of our influencers and the contest went viral on Twitter..
Within just few hours of going live, the #JeetegaIndia contest captured the whole of the Twitterverse. Fans, eager to have their version of a Bollywood song sung by Kailash Kher, kept sending requests, resulting in a tweeting frenzy. #JeetegaIndia got a total of 17,045 tweets – resulting in a whopping reach of over 14 million with over 278 million impressions.