The song Phuljhadi was the 2nd release of Velvet Vibes’ after coming onboard with us. It had a very loud and bollywood feel to it. It featured one of the leading choreographers of the country Melvin Louis, the gorgeous choreographer Tanvi Gadkari and presented a different side of both the dancers as actors. The voice behind the amazing song being a relatively newer voice, Digvijay Singh Pariyar and Priyanka Meher who’s prominent for her Garhwali songs.The song released right before Holi and it being a dance number, we used a vibrant colour palette. The assets also had several eye-catching elements to make it loud and clear about what mood the song stands for, while keeping in mind the brand colors.
We started the campaign with a different yet unique idea of story streak where the artists posted stories asking each other about their Holi plans whilst a tease about something’s cooking. This garnered great traction to the brand socials. It was then followed up by 3 reel based teasers with entirely different visuals than the music video with a strong goal in mind to not reveal the video visuals and get people to watch the entire people on video looking for the tease they were offered.
At the time of launch we organized an interactive live session leveraging IG’s latest feature allowing 4 people to join the live which turned out to be a roaring success. As actors/choreographers Melvin and Tanvi taught Digvijay, Priyanka and the 10k+ people watching them the hook step of the song. The live provided audience with the CTA to create their own reels performing the hook step. With an influencer campaign to ignite the spread further, we garnered 700+ reels that used the audio track from Instagram.