Airtel launches 'Wynk Music' TVC campaign

Company Brief

New Delhi, 19th December 2014

Bharti Airtel, a leading global telecommunications company with operations in 20 countries across Asia and Africa, today rolls out a new TVC campaign for its ‘Wynk Music’ application. Airtel’s innovative offering - Wynk Music is a carrier agnostic music application for mobile that offers an integrated mobile music experience with full track audio streaming, cache downloads, mp3 purchase, internet radio and caller ring back tone features.

The Campaign

Airtel has been a thought leader in the mobile internet space for the last few years. The brand has invested heavily behind mobile data adoption. Through the Re 1 Entertainment Store and the Vernacular Airtel Live campaign, the brand has ensured that key barriers to data adoption have been eliminated. The initiatives have done stupendously well, ensuring huge data adoption numbers from its customer base leading to Airtel doubling its revenue from data over last year. The brand is now focussing on ensuring those who have started using internet on their mobiles have more reason to do so.

Everyone loves listening to music. Whether it is cheerful and happy or soulful and sombre, we all need our daily dose. Keeping this in mind, Airtel now presents an all new TVC on its Wynk Music – a music app made for smartphones.

The TVC

The TVC is a colourful, larger-than-life avatar of the App. It has been shot with what was possibly the largest congregation of musicians under one roof. It showcases the fact that music changes one’s mood, in an evocative manner. The film starts on a sombre note, with a college lass in a bad mood because of a fight she has had with her boyfriend. As any one of us would, she resorts to music to change her mood. She starts the Wynk app on her phone and realises that she has taken centre-stage in a large auditorium filled to the brim with musicians of all genres and languages. As she swipes from one song to another on Wynk, a motley group somewhere in the crowd livens up and delivers the chosen number. The wide range of genres available on Wynk are reflected in the colourful melting pot of artists in the auditorium. Each artist is jostling for space and an opportunity to play his piece and impress the girl. What comes out as a culmination is a riveting film which leaves one spell-bound by the music and the visual spectacle. The film ends on a musical high, with the girl grooving to a number she starts air-guitaring with. She throws herself at the crowd, completely lost in her music. Watch the Wynk Music TVC here -

The campaign team

Creative agency: Taproot

Director: Ram Madhwani

Music: Sameeruddin

Production: Equinox Films

Media Agency: Madison

Date of release: 19th December 2014

For more on Wynk Music, visit http://www.airtel.in/wynkmusic/ or click here.

Wynk Music: An overview

Airtel’s innovative offering - Wynk Music is a carrier agnostic music application for mobile that offers an integrated mobile music experience with full track audio streaming, cache downloads, mp3 purchase, internet radio and caller ring back tone features. An ad-free app, Wynk has an HD catalogue of over 1.8 million Indian and International songs specially put together as genre wise playlists by music experts. Users can connect to Wynk on any mobile internet or Wi-Fi and simply search for their favorite songs or tune into playlists curated by moods, artists and genres.

Wynk crossed 1 lakh app downloads in just 4 days of its launch and within 3 months, the app has already crossed 2.5 million downloads and is a top-ranked app on Play.

Key Features:

The following features set Wynk apart from other music apps –

More features than any other app, to cater to diverse Indian demographics

Song streaming and Internet Radio

Unlimited cache downloads (via monthly subscription)

Mp3 song and album purchases

Caller Ring back tone activation

Completely Ad-free interface

Vernacular option – the only music app that you can interact with in Hindi as well

Human curation, with playlists by genres, artists and moods created by music experts

Intuitive pricing with Wynk Freedom, making spends predictable and adoption for first time users easy

Pricing:

App download and streaming is free on Wynk Music (operator data charges will apply). Song and Album Mp3s can be purchased starting @INR 5. Airtel users can set Hello Tune for any song @ INR15.

With a monthly subscription, users can cache download unlimited songs to play offline. 2 tiers are offered:

1) 'Wynk Plus' - gives unlimited downloads. Data charges apply on streaming and the first time a song is downloaded. Available @INR99 on Android (special price for Airtel users @INR29) and @INR120 on iOS (special price for Airtel users @INR60)

2)'Wynk Freedom' - is all-inclusive plan with unlimited downloads and no additional data charges on streaming or downloading (data free up to 500 songs per month). It is available @INR129 only for Airtel customers in 3G markets.

First month subscription is offered free to all users.

For further informaion,please contact:

Monika

Mobile:9953150886

Email: mrawat@perfectrelations.com