Chumma Chumma is the “item song of the year.” Filled with colour, whistles and definitely makes you shake a leg. Launched on the 10th August, it stars Shakti Mohan & Aayush Sharma, sung by Neeti Mohan & Nakash Aziz.

• To create awareness regarding the upcoming Hitz Music song called Chumma Chumma.

• To encourage audiences to listen to the song as soon as it is launched.

• Activating fan clubs.

• Highlighting & showcasing the song as the “Item Song of the Year”.

• The music video starts with Shakti Mohan & Aayush Sharma being chased by cops with their wanted poster printed on the screen, hence we kickstarted the campaign with Shakti Mohan, Aayush Sharma, Neeti Mohan, Nakash Aziz, Amol & Abhishek via wanted posters. The talent reposted the creatives on their story questioning - what is happening & why they were wanted?

• To keep the momentum and chatter around the wanted posters going, we amplified the post among all the fan pages of each of the respective talent.

• The following day, a Typographic video revealing the text, “The Item Song of the year” went live, along with solo posters of Shakti Mohan & Aayush Sharma.

• The first look of Aayush Sharma was revealed to the audience from the Chumma Chumma music video.

• The song name was revealed a day before the teaser launch, with a together poster of Shakti Mohan & Aayush Sharma.

• The Chumma Chumma teaser was launched on the 9th of August & the song launched on the 10th of August , with a collab post with Aayush Sharma on Instagram.

• An exclusive collab post was done with Hitz Music & 9XM India, showcasing that Chumma Chumma will be airing on the 11th & 12th August on their channel.

• 24 hours into the launch of the song, Chumma Chumma hit 5+ Million Views on Youtube & the song was trending at #22 on Youtube charts.

• To keep the buzz about the song going BTS content, Hookstep Challenge, static images were pushed across platforms which encouraged 5k audience to make use of the audio on Instagram.

• Influencers such as Akash Thapa, Aadil Khann, Noorin Sha, Sanjay Kumar, Krutika Solanki, Riva Arora, Somansh Dangwal, Anwita, Mohak Manghani, danced to the song & recreated the hookstep which garnered immense engagement.

• Within a week of the song launch, Chumma Chumma hit 10 Million views on YT.

• To engage with the audience, Chumma Chumma hookstep challenge, Neeti Mohan & Nakash Aziz - IG Dual Camera , Shakti Mohan & Aayush Shah - Recreate the hookstep, Team Dance Video, creative was pushed to encourage audience to recreate the video.

• Behind the scenes creatives such as Solo Aayush Sharma BTS, Solo Shakti Mohan BTS, & 2 Panel on the Chumma Chumma sets were pushed digitally.