Music and Youth
Zoom ‘Turns On’ its OOH blitzkrieg
MUMBAI: Close on the heels of its new brand overhaul and sizzling fresh content line-up, Zoom recently adopted a high visibility 360 marketing campaign that uses rich mix of media targeting key demographics in focus markets. As part of its marketing initiative, it has wrapped up an entire gleaming, sleek air-conditioned train – both, exterior and interior -on the ultra-modern Mumbai metro line with the channel’s uber-cool logo, ad creatives and colours. In addition to the Metro train-wrapping in Mumbai, Zoom also put up over 200 hoardings across Mumbai, Delhi and Bangalore at prominent, high traffic zones and has activated a print campaign across 37 cities.
Each day, the Zoom Metro train does 38 runs between Versova and Ghatkopar, taking the brand across 12 stations. The two-week long campaign, is reaching lakhs of people in the city. The number of footfalls in a Mumbai metro is estimated around 4 lakh people.
Shantanu Gangane, Head of Marketing – Times Now, ET Now & Zoom at Times Television Network said, “Bollywood is a big driver of our content mix. Zoom is recognized for providing an authentic, credible connect with Bollywood. Bollywood always towers over popular imagination; it has epic scale, and is truly larger than life. And our OOH campaign too promises to be unique and showcase innovation, our idea was to make Zoom’s marketing communication
visually striking keeping in line with the complete brand overhaul and a change in the look and feel of the brand. We saw the sleek and ultra-modern Mumbai Metro train service as a great brand fit for the content and personality of Zoom, which delivers the most premium audiences to brands and advertisers. So it is be-fitting that our brand Zoom literally rides a metro train.”
Five creatives for the visually striking OOH campaign were conceptualized and designed keeping in mind Zoom’s brand keywords, youth-focus and trendy content line-up by Famous Innovations. They feature the channel’s brand ambassador – one of India’s best female actors and recipient of two National Film Awards, a diva with stunning good looks, an enviable style sense, an unique personality and reigning ‘Queen’ of Bollywood – Kangana Ranaut! The campaigns capture a different essence of Kangana and a unique brand dimension.
During the re-launch of the brand, the week saw never seen before innovations in trade media helping Zoom capture a high share of voice using high impact innovations in both offline and online media. Zoom designed a song and a music video which was shot by legendary international director, Harvey Brown, who specialized in larger than life musicals to amplify its
brand messaging. A fantastic song was recorded, composed by Sachin- Jigar, the flavor of the season and sung by Anuskha Manchanda. The video, titled Hotel Zoom was unveiled on the launch day across platforms and to drive engagement on social media. The song is being promoted heavily on television, radio, social media and is also live on all pan-India telecom
operators by way of Caller Ring Back Tones (CRBTs).
Additionally, digital media saw countdowns, live tweets, a live telecast of the launch event via Periscope, content promotions across all platforms leading to Zoom announcement trending nationally on Twitter. The hash tag for the campaign #TurnOnZoom received over 250 million impressions on Social media while more than 40,000 tweets were generated within a short-span of three weeks. There were around 6 million interactions on social media during this period. The channel, in order to engage with the internet-savvy generation, also ran a contest wherein the users were requested to sing and record Zoom Anthem on Dubsmash and post the video on Twitter, to win iPhone6.
As for radio, Zoom tied up with radio stations in 13 cities. These radio channels played Zoom Anthem regularly for the mentioned period.
Zoom also conducted extensive branding in top media agencies to create buzz among the media buyers and also arranged to send surprise doughnuts on a Monday morning to sweeten their day.
Music and Youth
Mumbai gears up for the ultimate Global Youth Festival this December
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
Music and Youth
Reality Ranis swap jungle for shore as Season 2 drama washes ashore
MUMBAI: The Ranis are back and this time, they’re trading leaves for waves. Warner Bros. Discovery has dropped the trailer for Reality Ranis of the Jungle Season 2, and the all-female survival show is moving from dense forests to sandy shores. The first look teases a stormy mix of crashing waves, sizzling rivalries and survival drama as 12 contestants battle for the ultimate crown.
Season 1 set the tone with fierce jungle clashes, but the sequel looks double the size and twice the fun. The fresh lineup features Samyukta Hegde, Irena Rudakova, Archana Gautam, Sara Gurpal and more all ready to swap comfort zones for chaos. Adding extra spice, Rakhi Sawant storms into the mix, promising unpredictability that only she can deliver. Guiding the spectacle once again is host Varun Sood, whose return ensures fans a familiar yet amped-up ride through the survival saga.
The timing couldn’t be more symbolic. As Discovery celebrates 40 years globally and 30 in India, the series mirrors its DNA of bold, edge-of-seat storytelling. Reality Ranis Season 2 isn’t just about endurance, it’s about power plays, transformations, and testing limits under the scorching sun. With beach brawls, surprise twists, and a crown on the line, these Ranis are set to prove that survival, like the tide, waits for no one.
Music and Youth
Tips Music acquires Studio Radha’s Cultural music of Gujarati and Kutchi
MUMBAI: Tips Music Ltd acquired Studio Radha’s complete music catalogue expanding its footprint into Gujarat’s rich cultural music heritage. The acquisition reflects Tips Music’s strategic expansion into regional markets, delivering authentic folk traditions with contemporary reach to Indian and global audiences.
Studio Radha, known for its extensive collection of 4,000+ traditional songs spanning devotional music, folk music, and cultural storytelling, adds a dynamic, heritage-rich catalogue to Tips Music’s diverse portfolio, strengthening its position in regional Indian music while exploring new digital streaming and global publishing opportunities.
Commenting on the acquisition, Tips Music Ltd managing director Kumar Taurani said, ” This acquisition, which has a authentic voice of our culture, is a strategic move to deepen our presence in India’s vibrant regional music markets. Beyond preserving this incredible legacy, our goal is to leverage our modern distribution infrastructure and introduce these timeless songs to a new generation of listeners globally. This aligns perfectly with our business strategy of investing in high-quality, diverse content that holds timeless appeal.”
The Studio Radha catalogue will be made available across all major streaming platforms and digital services under the Tips Music banner, ensuring these cultural gems reach music lovers worldwide.
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