Summary

• What is Navratri without dance? And dance without the Queen of Dandiya? Falguni Pathak made a comeback with her newly launched song Vasaladi for Navratri season. This perfect festive song also features the Soni brothers - Jigar Soni and Suhrad Soni.

Objectives

• To create awareness regarding the upcoming Hitz Music song for Navratri called Vasaladi.

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

• Activating fan clubs.

• Highlighting & showcasing the song as the next Navratri song of 2022.

Results

• To create curiosity among the audience, we kickstarted the campaign with a backshot of Vasaladi Poster without revealing much with the CTA - The Dandiya Queen is back. This created anticipation amongst the viewers. We also activated fan clubs & Garba groups.

• The following day, we did face reveal showcasing Falguni Pathak and we announced the release date of the song.

• To keep the buzz going, we released a video showcasing the making of Vasaladi where Falguni Pathak is seen recording her upcoming song.

• On September 12th, Vasaladi teaser was launched and the following day 1DTG motion poster was released to create awareness regarding the release.

• Vasaladi launched on the 14th September and 24 hours into the launch, the song hit 2 Millon+ views on YT.

• For song sustance, videos such as song push reel, making of the sets, hype post for Navratri were pushed across platforms.

• We kickstarted a challenge called #VasaladiDanceChallenge to encourage the audience to participate and re-create the hookstep of the song.

• An exclusive collab was done with Hitz Music & 9XM India showcasing Vasaladi will be airing on the 20th and 21st of September on their channel.

• Influencers such as the song reach. Alisha singh, neel, Krutika Solankii, Priesha Bhanushali, Aadil Khann, Kashvi Majmundar, Jatin Thanvi, Niranjani Rao, Rhythm Dance Academy, Harshita Taparia Bajaj, Seep Grover danced to the song & recreated the hookstep which garnered immense engagement.