VYRL Originals introduces new independent Indian music artists. It aims to build its brand around independent music and become the leading platform. It is launching singer Rahul Mishra's song "Dil De Huzoora" and wants to create high engagement. VYRL will focus on building each new artist and song release over time to strengthen its brand equity. It will use various promotional strategies like social media campaigns and live events to promote the song and drive conversations around independent music.

2. VYRL ORIGINALS
VYRL Originals is the bridge between music listeners and non-film
music
VYRL Originals is introducing the Indian music audience to new songs
& original artists.

3. TASK AT HAND
• Long Term Objective:
Build VYRL as a brand which stands for Independent Music &
becomes the prime source for such artists & their songs.
• Short Term Objective:
Create high engagement for the launch of Rahul Mishra’s ‘Dil De
Huzoora’.

4. THE MUSIC LISTENING AUDIENCE IN INDIA
Avid Music Followers
Artists, composers, music
explorers.
Early listeners of new songs.
They scour digital channels
for new artists, songs, and
would be on the lookout for
new music to listen to. They
form the influencer
community on social media
and are seen as those who
always have something new.
Hindi Music Fanatics
Up to date with the latest
music releases & upcoming
artists.
Music listeners who follow
Bollywood. They follow top
10 hits, streaming apps,
charts, blogs, influencers,
and even listen to covers.
Casual Music Listener
Wait for the music to come
to them. Indifferent to
music quality.
Whatever is trending &
being listened by the Music
fanatics; is their music. This
segment relies on WOM.
They want to pick up
songs that they listen to in
clubs, at their friends place
etc.
Western Music Followers
Mostly listen to genre
specific songs &
international artists.
Completely reliant on
trending songs coming from
WOM. They explore our set
of songs through strong
WOM, parties, repeated
exposure, trending covers.
Source: afaqs.com, Famous insights

5. HINDI MUSIC GOES THROUGH FAD
PRODUCT LIFE CYCLE
Avid Music
Followers
Hindi Music
Fanatics
Casual Music
Listener
Western Music
Listener
When
music goes
viral
No of listeners
No of streams

6. HINDI MUSIC FANATICS ARE OUR
BIGGGEST FANS
Avid Music
Followers
Hindi Music
Fanatics
Casual Music
Listener
Western Music
Listener
Grab these
listeners fast, they
make songs
trend.
Women are the most faithful
followers of music & use social
media to share their musical
preferences.
Source: https://www.brandwatch.com/blog/men-vs-women-active-social-media/

7. MUSIC TODAY
A Cultural Insight

8. THE MUSIC WE CONSUME TODAY
Indian Music listeners have been fed only
Bollywood music. The latest songs are
just remakes & remixes of the old
classics.
Most of the existing Hindi Music lacks
originality & a new style.
The Indian consumer is looking for fresh
music on all possible platforms to
explore different artists & songs.
With fast lives, and a in landscape of
sameness, music fails to hold our
interest.

9. • Tracks are Skippable
• Artists are Dismissable
• Shrinking attention spans cause us to like
or reject a song in a few seconds.
• The shelf life of music is constantly
decreasing – songs trend for 30-40 days.
• With increasing accessibility, music is
increasingly disposable as well.
We need to capture our fans attention in the
limited time we have.
MUSIC CONSUMPTION: THE AGE OF
‘SWIPE LEFT’

10. The music industry is
filled with remixes &
recycled songs which
leads to listening fatigue
With an unlimited supply
of songs, our attention
span to listen to one
track has decreased
significantly
The consumer has become super picky
SAMENESS LOW ATTENTION SPAN
CONSUMER IS KING

11. DISCOVERY LISTENING SHARING
ACCESS MUSIC THROUGH SOCIAL
MEDIA & MUSIC STREAMING APPS
Source: McKinsey industry report

12. POPULAR MUSIC CONNECTS WITH THE
AUDIENCE AT A PERSONAL LEVEL
Personal connect happens through engaging &
relatable stories. Consumers need conversation
starters.
The story of the artists & origin of the songs
play a large in making the song larger than life.
Listeners try to find stories which they can
share & talk about.
Conversations around the song & the artist
drive promotions. Listeners want to associate
themselves with their preferences.

13. OUR STORY

14. VYRL AS A BRANDED HOUSE
Songs
Ar)st
Promote the songs
using distinct
platforms to make
our tracks viral.
Create an intimate
connection between
the consumer & the
artist to tell their
stories & create pull
for songs
VYRL WILL BUILD ITS BRAND EQUITY WITH EACH NEW SONG
RELEASE & ARTIST LAUNCH OVER TIME

15. VYRL: CREATOR ARCHETYPE
VYRL & its artists carry
the spirit of music
creation.
VYRL aspires to be
an authentic voice in the
Indian music community.
VYRL is creating a
community around itself.
ARCHETYPE
MAP

16. COMMUNICATION ROUTE 1

17. CASE STUDIES: CREATOR ARCHETYPE
LEGO:
Create Something Unique
LEGO creates an aura of creation by
making new & original concepts with
their blocks. This makes it one of the
most unconventional brands.
UNIQUE
Away from the
conventional, the
recycled, the copied.

18. Everyone aspires to be original.
In a world of remixes & recycling the old, we crave for what is original.
Consumer Insight:

19. GO ORIGINAL

20. CUT 1

25. EXTENSION

27. CUT 2

32. EXTENSION

34. COMMUNICATION ROUTE 2

35. CASE STUDIES: CREATOR ARCHETYPE
COMMUNITY
Sense of belonging,
feeling of acceptance,
brotherhood and
finding your kind of
people/music.
Apple:
Fanboy Community
Apple creates a close-knit
community that is driven to find
similar people who associate
themselves with the brand’s
philosophy.

36. We feel a sense of comfort when we
are among our kind of people.
We hesitate in putting our innermost thoughts & selves out into the
world, because we are afraid of being rejected.
Consumer Insight:

37. YOUR KIND OF MUSIC

38. CUT 1

43. EXTENSION

45. CUT 2

51. EXTENSION

53. BUILDING BRAND VYRL

54. SUSTAINING AND DRIVING OUR ARTISTS ONLINE
PRESENCE
‘Dil De Huzoora’ promotions & teaser posts to create social
media blast
Maintain conversations & build social media following
Promote stories & supporting content to build brand VYRL
Phase 1
Phase 2
Phase 3
Acquire social media
audience
Build loyalty & drive
conversations
Convert our fans into
brand evangelists

55. TACTICAL PROMOTION IDEAS
VYRL BRAND PROMO

62. GAINING TRACTION THROUGH ARTIST
RECRUITMENT

63. The most original voices are all around us.
We can help bring them to the spotlight.
With Original Voice Hunt.

67. PROMOTING DIL DE HUZOORA

68. LONG DISTANCE RELATIONSHIPS
ARE BECOMING NORMAL
‘Dil De Huzoora’ is the song which will stand for the
longings coming with these long distance relationships

69. Distance separates lovers.
VYRL can connect them.
Through MusiConnect.

76. SUSTAINING AND DRIVING OUR ARTISTS ONLINE
PRESENCE
‘Dil De Huzoora’
promotions & teaser
posts to create social
media blast
• VYRL MusiConnect
• VYRL Musical takeover
• Decoding Originals
• VYRL Counter covers with fellow artists
• Social media posts
• Live streams & fan engagement on social media
Maintain conversations
& build social media
following
• Distribute VYRL branded merchandise
• ‘Swap a Smoke for a Song’ campaign
• Launch VYRL branded Jam-pads
• VYRL House parties
• Promote the activations with tactical posts
Promote stories &
supporting content to
build brand VYRL
• Launch Original Voice Hunt
• Gigs on Wheels
• Promote the supporting content
with thematic posts
Phase 1
Phase 2
Phase 3
Acquire social media
audience
Build loyalty & drive
conversations
Convert our fans into
brand evangelists

77. LET’S MAKE VYRL FAMOUS!