Press Release

On 88th Birthday of Kishore Da Gaana puts out"Yodlee Challenge"

Section :Digital Briefs Category : Media

Media Brief
New Delhi,August 04, 2017

As a part of The Glad and The Sad of Kishore campaign, Times Internet's music streaming app Gaana launched 'Yodlee challenge' on 31st July that has gone viral as many reputed singers & Kishore Da fans are challenging their friends and loved ones to Yodlee like Kishore , yesterday #YodleeLikeKishore was trending on twitter for good 6 hours.

August 4, marks the 88th birthday of legendary singer and actor of Indian cinema Kishore Kumar. Popularly known as "Kishore da", the iconic singer had the ability to give a musical meaning to all human emotions, and therefore has stayed at the pinnacle of musical feats in Indian popular culture across time.To commemorate Kishore Da and his contribution to Indian Music & Bollywood industry, Gaana launched a campaign called - 'The Glad and The Sad of Kishore Kumar'.

This campaign is Gaana's endeavour to get all Kishore Da fans to celebrate life through his music which he left as tribute to Indian cinema. Kishore has the audience encapsulated with a song for every occasion and every phase, and this tribute is only a fitting display of love and respect to the legend.

On Web/App:
We've created a special occasion page that showcases the best of his music highlighting two themes: 'The Glad'- the entertaining, the jovial and upbeat Kishore and 'The Sad'- the solitary, heartbroken, comforter Kishore.

Landing Page:

On Social Media: #YodleeLikeKishore
Since Kishore Kumar was extremely popular for his unique Yodeling style, we took 'The Glad' aspect of the campaign ahead and launched the #YodleeLikeKishore Challenge. We went all-out to challenge artists like Meet Bros, Shaan, Armaan Malik, Darshan Rawal, Shivani Kyshap, Asees Kaur and more to #YodleeLikeKishore which they gladly accepted and went a further notch to challenged their friends in turn.
The challenge was launched on our social media channels and the audience responded so enthusiastically that it went to on #1 trending spot on Twitter for 6 straight hours. The campaign reached out to 7 million people on Twitter garnering 50 million impressions for the hashtag-trend in total.

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