Kailash Kher turns tweets into tunes for cricket enthusiasts

Brand

Gaana.com

As the country was wooed by the continuing cricket craze, brands of different genres produced theme related campaigns to fit in the fad. One such captivating blend of music and cricket was experimented by the musical brand, Gaana.com

Execution

The brand flourished the country’s first Jugalbandi campaign, based solely on Twitter. The music-oriented brand Gaana.com provided an opportunity for their followers to applaud our fondly known ‘men in blue’ that is the boys of the Indian Cricket team in collision with Bollywood’s renowned singer Kailash Kher.

This year for the T20 World Cup,  the match was cheered beyond stadiums, the entire country of cricket fans cheered for the team through their screens in the social-verse within 140 words.

Participants of this campaign cheered for the Indian team while Kailash Kher that face of this campaign, turned these tweets into a song live.

This activity was on-going during the Semi-finals between India and West Indies using #JeetegaIndia. Although team India lost the match, a good game of cricket was witnessed and cherished that day. Plenty of eminent celebrities and brands cheered for the game that evening using the campaign hashtag.

Some really quirky and creative lyrics were shared for the maestro to execute. One of Kailash’s song ‘Toota Toota Ek Parinda’ was turned into ‘Toota Toota Ek Wicket to Aise Toota, Ke phir Judh Na Paya’. Kailash Kher enjoyed the gig to the hilt, and every song for him was like an anthem pumping the nation with energy and determination. 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.

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.

Results

The Twitter based activity reached 14 million viewers altogether, it managed to linger on the trending chart  for 8 hours and also garnered over 278 million impressions. In less than 5 hours, over 17,000 tweets with song requests reached the brand.

When used smartly, Twitter holds a lot of potential, especially for start-ups and SMBs that are working hard to create a footprint. Register for Hootsuite and Twitter’s webinar to get a better understanding of using Twitter ads and tools.

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