HDFC Bank & Performics India Partnered With JioSaavn To Deliver A Message Of Hope
OBJECTIVE: Deliver A Message Of Hope
2020 will long be remembered as a challenging year. Needless to say, the emotion across was grave — the nation needed a ray of positivity.
HDFC Bank saw an opportunity to shine a positive light across the nation by providing an anthem of hope and a sense of unity. With master composers and lyricists such as AR Rahman and Prasoon Joshi at the helm, Hum Haar Nahi Maanenge was born.
To truly make the anthem larger than the pandemic, the popular bank tasked JioSaavn to maximize the buzz and impact for Hum Haar Nahi Maanenge.
STRATEGY: Get India to Sing Along
We directed traffic to JioSaavn by exclusively hosting the anthem on our platform for 5 days. By giving the anthem the same love as any hit Bollywood song, we strategically and organically ingested the anthem within popular playlists.
Check out the video below to learn how JioSaavn helped HDFC Bank’s anthem become larger than life!
Placement within playlists tasked to help listeners cope with the pandemic ensured that those listening to chill at home or social distancing playlists heard the anthem. This offered users a highly contextual and entertaining branded experience. Our editorial maestros also featured the anthem on playlists dedicated to AR Rahman and patriotism.
To further boost the anthem, we designed a multi-sensory branded experience across Display and Audio Experiences. From an extensive homepage presence, we successfully channeled streams (and love) for the anthem.
The Audio Ads further prompted listeners to watch and share the video on YouTube. With every successful share, HDFC Bank contributed INR 500 toward the PM Cares Fund.
IMPACT: Deliver A Successful Delivery
HDFC Bank’s anthem was a massive hit on JioSaavn! The campaign garnered a massive response among the millennial audiences and was popular in various town classes. The performance validated the success:
- In a break-through of 14 days, the campaign reached over 15.5MM+ users
- A phenomenal 232MM+ Display Impressions
- 9.4% CTR across banners
- 0.5MM+ Total Playtime (in minutes)
The campaign was a resounding success on JioSaavn as listeners chanted the anthem across the country.
Ad Experiences Leveraged: Native Audio Spot, Maximus, Showcase, Brand Voice
