DDB Mudra South creates new karaoke app ‘Spirit of Friendship’ for McDowell’s No.1
Over the last 4 years the McDowell’s No.1 brand has been addressing its young Indian audience with its positioning as the “The No.1 spirit of friendship” with the intent to add cheer to moments of camaraderie and friendships amongst the youth. DDB Mudra South took an integrated approach to communication and created something that enabled the young Indian to do what he loves the most with friends and bond with them at the same time.
Music has always been at the forefront of the young Indian’s favorite hobbies. It is omnipresent as background to conversations, parties and having a nice time with friends. Increased exposure to international artists, albums, the usual Bollywood blockbusters blasted everywhere coupled with the encouragement from growing popularity of talent shows, the hidden singer in young Indians is slowly emerging and finding an outlet for self-expression in Karaoke.
Hence, Karaoke became McDowell’s No.1’s perfect opportunity to reach out to its consumers and tell them what it is all about – fun and bonding with friends.
The Karaoke app is an easy to download mobile App across all platforms, which plays out the background music of a variety of popular hits. The aim of the app is to create moments involving the participation of friends whenever and wherever, bringing to life the role of McDowell’s No.1 as the No.1 spirit of friendship.
Said Vipul Thakkar, ECD, DDB Mudra South said: “The McDowell’s No.1 Karaoke App is meant for a group of friends who want to have a good time regardless of the time or place. With this app you don’t need to be at a party, or a specific venue, and neither do you have to be a great singer to enjoy karaoke. And what better way to communicate this than to show a hard-hitting batsman become a singing sensation overnight and belting out totally different kind of hits from his app.”