MUMBAI:  India’s favourite music streaming service, Gaana, recently unveiled its latest, pan-India ad campaign, which has been widely hailed by critics for its sense of humour and practical approach, to an objective reality. The TVC specifically targets music lovers who still prefer to download songs, by highlighting the obsolescence of that, in a world where content can be streamed on demand.

The ad points out various scenarios where the protagonist, a young man, is asked to play some music on his phone, only to end up with him having to waste precious moments downloading the song. This short, simple, but hard-hitting premise is extremely effective at communicating Gaana’s core message, i.e. downloading music is slow, and the best way to enjoy music is by streaming.

This recently released ad campaign is conceptualised and created by River Advertising. It has been released in English, Hindi, Tamil, Telugu, and Kannada, with plans for versions in Marathi, Punjabi, and Gujarati, already underway. The multi-lingual approach is widely speculated to be a part of Gaana’s larger strategy to tap into Tier 2 and Tier 3 cities, boosting its already impressive user base manifold.

Commenting on the newly unveiled ad campaign, Gaana CEO Prashan Agarwal said, “Gaana has already been greatly successful at reaching India’s metropolitan base of music lovers. Our latest campaign aptly portrays the inconvenience of downloading music, which is a slow, unviable, and largely obsolete process. We’re certain that the reliability, honesty, and practicality of our campaign will go a long way in convincing music lovers from the heartland to make a change and also cater to the preferences of Music enthusiasts in both Metros, Tier 2 and Tier 3 markets.”

Reiterating his views, River Advertising founder and managing director Sohini Pani said, “Gaana is one of the top music apps in India today, with millions of weekly users. Whatever the mood you’re in, there’s a song at your fingertips. Yet, there’s a large chunk of music lovers who are in the habit of listening to the radio or downloading songs. We wanted to break that habit and get people to switch to the ease and variety of Gaana. We came up with the idea of clearly showcasing the issues related to downloading music – ‘the best moments in life come to a pause’ when you resort to downloading music. This film showcases a series of such situations when our protagonist seems to be getting stuck because he doesn’t have the latest music with him. Gaana comes to the rescue in each case.”

Watch Gaana Brand TVC here