Tata Sky a DTH (Direct to Home) brand, recently launched the service with four music genres on a pay TV platform, named Music+ in partnership with digital entertainment company Hungama. Segregated into four segments - Mehfil, Indie Rootz, Jazz and more and International, the service will be co-curated by the legendary singer, songwriter and composer trio of Shankar-Ehsaan-Loy.
To promote the new product features, Tata Sky has come up with a digital campaign #MyKindOfMusic featuring Shankar-Ehsaan-Loy. The ad has been conceptualised and produced by Prime Focus Technologies.
Based on responses, the selected bands and artists created 10 songs from scratch in real time along with videos and uploaded online within eight to nine hours. Only the best responses were selected for the tailor-made songs. These videos were made available on Tata Sky's Twitter handle, YouTube channel, Facebook page, Hungama's website and on the recently launched Music+ service on Tata Sky.
Commenting on Hungama's association with Tata Sky, Siddhartha Roy, chief executive officer, Hungama.com, says in a press release, "We are delighted to partner with Tata Sky for Music+ and offer curated music content for the discerning audience who have an evolved taste in genres like Ghazal, Sufi, Jaaz & Blues, International, Indies etc." The Music+ experience promises to be unique with a variety of content and a line-up of great artists like Pankaj Udhas, Jagjit Singh, Elvis, Abba, Miles Davis, Eric Clapton, Salim-Suleiman, Armaan Malik and many more.
We asked our digital expert if times have changed when one wasn't able to discern whether an ad film was 'made for digital only' just by watching it and if this is one of those ads and is it a good thing that films are now transparently 'digital looking'?
We asked Kansal about brands leveraging music in a big way today and is there a merit in assuming this trend has a lot to do with the fact that music and 'shareability' are closely tied?
He says, "The music that affects audiences physiologically, cognitively and creates emotionally authentic experiences is the kind that gets shared. It definitely adds to the brand equity but is never an easy ask."