Challenge:

The NEXA Baleno has always had a strong association with music and the objective for this campaign was to drive the “bold” imagery of the brand and further strengthen its association with music.

Idea:

We created a full-blown music video starring Ranveer Singh, a leading Bollywood actor and NEXA’s brand ambassador. He was cast in a bold avatar for “Song of the Night,” an exclusive song created to represent the bold persona of the brand. A campaign roll-out was planned for a seamless integration across platforms and influencers.

Amplification: 

• ・We partnered with Gaana and Spotify, the biggest online music platforms in India
• ・We partnered with influencers from dance and music genres, who covered the song on their platforms in dance and song form to drive engagement
• ・We also worked with India’s leading lifestyle channels, including MensXP, to cross-promote the video on their social channels

Result:

The song was a huge success across the web

• ・Reached 2.1 m people on Spotify
• ・Reached 4.6 m people on Gaana
• ・Total views: 21 m
• ・Total engagements: 13 m
• ・Positive sentiment on social media doubled to 40%. Organic view-through rate jumped to 31%
• ・Website traffic increased 13% compared to the non-campaign period