Young college students and corporate executives in SEC A and B who perceived music as an expression of their personality were identified as the target audience for this campaign. A fun, interactive, video-based, synchronized/tandem banner was created to grab eyeballs and create top-of-mind recall for the brand. Steps to use the service were displayed in an interesting manner, where one banner played the latest, catchy Bollywood tunes and the guy in the second banner reached out of the banner to record or ‘grab’ the song from the source on his mobile device.
