To catch the youth, the music label has launched a social media campaign called #KhooniMonday across its Facebook and Twitter pages.
Sony Music Entertainment has taken the social media route to promote the song 'Khooni Monday' from its upcoming movie 'Go Goa Gone'. Sony Music is the music partner for the film, which is being produced by Eros Entertainment.
On Twitter, the lyrics of the song are available as tweets. This has initiated conversations about what people do to get over their Monday blues. Sony Music also started to build up association with a video on Facebook from Sunday late afternoon, generating interactions with the audience on the page right through Monday morning.
On ground activities with human banners wearing #KhooniMonday T-shirts were executed across Mumbai and Delhi in key signal points. The objective was simple - to create and sustain awareness about the concept of 'Manic Monday' with the Monday morning drive, when people are heading to their workplace.
The association with Monday mornings will be amplified through paper inserts in a few suburbs, with plans to expand to other areas by next week. The campaign is being run on Sundays and Mondays of this month and the label plans to capture the next four Mondays with some more innovations.
Speaking to afaqs!, Sanujeet Bhujabal, marketing director, Sony Music India says that 'Khooni Monday' is something everyone feels about Mondays across age groups. "It is something that I suffer till date. So, we decided it needs to reach out to all and we need to make enough noise around the song and the lyrics that everyone relates to. We have got an entire 360 degree campaign in place ranging from social media to catch the online youth, on ground activities in case you are not tech savvy and PR," he adds.
Commenting on why Sony chose to promote only one song on social media, Bhujbal opines that the days of going to a record store and buying music are almost gone. With the digital eco-system changing, one can go to streaming sites like gaana.com, online stores like iTunes or the various operator networks. "The contribution of digital to total music sales is nearly 60 per cent now. In this scenario, we believe each song needs to be treated like a property or a brand and we need to look at doing different things to promote it so that it sticks in the mind of the consumer," he explains.