SOURCE: Dhingana


May 02, 2013 00:00 ET

Coca-Cola India Partners With Dhingana for Roadblock Campaign, Yields Over 1-Million Ad Impressions

Coca-Cola's "Crazy for Happiness" Campaign on Dhingana Averaged CTR of Over 2% on Mobile and Over 1% on Web

PUNE, INDIA--(Marketwired - May 2, 2013) - Coca-Cola India partnered with Dhingana to launch its brand campaign, Crazy for Happiness, on the streaming service's web and mobile platform. The goal of the campaign was to encourage and inspire individuals to engage in acts of kindness to create a happier world. Coca-Cola India's decision to partner with Dhingana resulted in a high level of engagement in a short period of time, with over 1-million ad impressions and an average click-through rate (CTR) of over 2% on Mobile Applications and over 1% on Website.

"At Coca-Cola, we believe that music is a great binder and a powerful medium to connect with consumers. In order to strengthen brand affiliation and give consumers the opportunity to connect with Coca-Cola in a unique way, we partnered with Dhingana, one of the country's largest on-demand music streaming service providers. Staying true to Coca-Cola's philosophy of "Open happiness," we made the jingles for our latest Crazy for Happiness campaign available to music lovers on the social media space. We are delighted at the response our "Crazy Kehlao" songs have received from visitors and music aficionados on Dhingana's social music platform," commented Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India.

"As Coke's Digital Media Agency, we were very positive about associating with Dhingana for this campaign as there was a strong connection with the brand and the campaign. We really liked the idea of placing the songs as top songs and in the top playlist and knowing Dhingana's social music strength, we were expecting good results. Thanks to the overnight efforts put in by the Dhingana team, we over achieved the numbers. We are very keen to explore long-term association with Dhingana's Music platform for Coca-Cola's various brands," stated Anjali Hegde, CEO, Reprise Media.

"We are extremely delighted to have Coke on board with us. It was a fantastic experience to see the combination of audio jingle / songs and display ads deliver meaningful results for a prestigious brand like Coke. We love to innovate and expect to deliver more such experiences for Coke on Dhingana," commented Rohit Bhatia, CEO, Dhingana.

About Dhingana
Dhingana,, the leading on-demand streaming music service for Bollywood and Indian music across the globe. Launched in 2007, Dhingana now reaches millions of users globally, providing access to an extensive library of music in 38 languages and genres licensed from global, national and regional Indian brands like T-Series, Saregama, Yash Raj, Sony Music and Universal Music. Dhingana is available on the Web, mobile Web and as an app for iPhone, iPad, BlackBerry, Android, Windows and Nokia devices. The company has offices in Pune, India and Sunnyvale, California, and is backed by Helion Venture Partners, Inventus Capital Partners and Lightspeed Venture Partners.

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