Doublemint FreshTake
India has 600mn youth, more than anywhere in the world. How does one tap into such a diverse and large set of audience? Through the number one choice of engagement – music. Music outranks all other interests/hobbies as an important/very important part of Online Consumers’ lives, more than Sports (67%) and Cooking & Food (66%).
Music helps connect the youth of India, which ties back to the Doublemint brand platform of ‘Meaningful Connections’ that explores true emotional bonding built on real and open interactions. Therefore, the task for Doublemint was to create a long-term sustainable association with youth through music. The objective was to recruit youth by strengthening brand love, and reach out to regional markets, thereby building relevance.
This led to the collaboration of Doublemint with Songfest. And the evolving music landscape in India lead to the creation of the IP FreshTake – a collection of four music videos, each capturing a unique and meaningful connection.
The first song ‘Aadatien’, with a fresh take cover in Tamil ‘Kanmani’ starred Shivangi Joshi, an unlikely face and the perfect influencer with a pan India presence. The song was released on Valentine’s Day, capturing a not so perfect love story in a perfect way. Soon after the success of the first song, followed ‘Tera Kya Hota’ and ‘Aaina’.
Impact:
Aadatein and Kanmani together garnered 7.6mn+ views on YouTube receiving.
Total watch time of both the songs was 302K hours. 70% of the viewership was organic and 30% through paid. The song was widely celebrated across different regions: India, Bangladesh, Nepal and Pakistan.
#Aadateinwithshivangi created a buzz on social media platforms, receiving 5000+ mentions on Instagram and saw a sudden spark in conversations on twitter with more than 11.5k tweets.
We received a cumulative reach of 20mn from 100+ publications, articles, print media and TV channel interviews.
‘Aadatein’ won in the category ‘best use of media, entertainment and OOT’ at the Brand Wagon Ace Awards, 2020.