This is a presentation on how did Gaana.com market itself.

1. Gaana.com
Musical campaign
Launched in April 2010
India's largest Music Streaming service by Times Internet

2. • Indian and international music content
• Music in 21 languages--- Hindi, English, Marathi, Punjabi,
Tamil, Telugu and other Indian regional languages
• Target audience- youth (above 18 years)
• Allows users to make their playlists public
• Interface: pretty simple and clean, no hassles whatsoever.
• Can login via Facebook
• Customise the app/ music to your tastes
• Rs.50 Free Recharge with Gaana app

3. • First multimedia campaign ran across TV, Print, Outdoor,
Radio, Cinema, digital and social media.
• The main campaign highlights various occasions, moments,
moods where music plays a pivotal role and reinforces the
Gaana.com brand in the consumer's mind
• My zone: an ability to see your history, your favourite
songs, playlists, albums and artists across your computer or
mobile phone
• Radio mode: make your own radio station automatically,
based on any song you play.

4. 'Bas Bajna Chahiye Gaana‘
Song produced by Bang Bang Films
Composed by Amit Trivedi
Sung by Benny Dayal & Anusha Mani
Campaign created by M&C Saatchi
First-of-its-kind content marketing initiative that
promotes Gaana.com as a brand
Theme of the AD- good rhythm and catchy song

5. Launched Mobile Apps for Android, iOS and later
windows
Aim: give music lovers access to millions of songs for
free on their mobile phones.
Access to a database of over 1 million Bollywood,
Hollywood, Tamil, Telugu, and regional songs

6. The app when it was launched

7. Gaana and Facebook
• Gaana.com platform: FACEBOOK
• To reach to the music lovers
• Fetch more app downloads
• Increase engagement level with the music lovers
• most cost effective yet efficient way
• Wise decision: managed to create a huge stir in the
online free song service

8. • Their first ad was about bunch of youngsters partying and
having fun and singing song “bas bajna chahiye gaana “.
• Now the latest ad is about how music plays a role in
bringing two strangers closer with the help of gaana.com.

9. Insight
• The fact that all moments and situations in
life can be made awesome with music
• It helps in making up things
• The brand name itself provided the
opportunity to define the category

10. Multiple Usage
• Television
• Digital
• Radio

11. Thank You
A presentation by: Aishwarya Menon, Akash Patil, Krutika Mukadam,
Lisa Fernandes, Lionel D’souza, Marija Fernandes