MUMBAI: With an aim to create an impact digitally, Tips Music has become one of the popular entertainment brands on Facebook in India. The company's Facebook community crossed 2 million fans and has reported the highest engagement rates on the social network.
Tips was one of the last to join the social media bandwagon, but has surpassed their competitors in a short span of two years. Tips Industries managing director, Kumar Taurani says, “We’re very excited to cross this milestone on Facebook, we appreciate all the support our fans have given us in the last few years.
Compared to its competitors, Tips Music was one of the last few label companies to join the social media trend.
Taurani says, “Our company mission has always been to give the audience quality music and films and we’re happy to be spreading this to the digital platform. I’m personally very active online and enjoy having conversations with people on Facebook and Twitter. ” The company further states unlike their competition, Tips Music has broken the trend of depending only on new music to grow their community and leveraged their rich 90s music catalogue to engage with fans.
Tips Industries senior VP and business head Sahas Malhotra, “With a catalogue of 25,000+ tracks we couldn’t limit our FB promotions to 10-15 recent songs. We developed a unique strategy where the main focus was to refresh people’s memory with the music from our 90s catalogue while introducing the youth to classic songs they may have never heard.”
Content of films like Khal Nayak, Rangeela, Imtihaan, Phool Aur Kaante and Raja Hindustani were shared in the social networking site to create a fan-base.
Malhotra added, “We met with initial hurdles and even questioned our decision at one point because our interaction was low. At the end of the day music from the 60s, 70s and 80s are considered evergreen and retro cool from a young person’s perspective whereas the 90s doesn’t yet have a label. But then we started receiving messages from fans thanking us for sharing a song they heard 15 years ago and knew where they could get it now, it reinforced our efforts.”
Upcoming film under Tips include Prabhudheva’s Ramaiya Vastavaiya starring Girish Kumar and Shruti Haasan; Rajkumar Santoshi’s Phata Poster Nikhla Hero starring Shahid Kapoor and Ileana D’Cruz; and Sajid-Farhad’s It’s Entertainment starring Akshay Kumar and Tamannah Bhatia.