The brand’s first ever crowd sourced song inspired by more than 1.15 lakh entries across India
India’s leading soap brand Godrej No. 1 & Punjab’s favourite music channel 9X Tashan unveiled the video of Punjab Di Beauty No. 1, the brand’s first ever crowd sourced song culminated out of the responses received for Punjab Di Beauty No. 1, a state wide consumer engaging campaign initiated by the soap brand and the channel which became a nationwide success. Renowned singers Ninja, Ranjit Bawa, Kaur B & Kulwinder Billa from the Punjab Music fraternity have lent their voices to this melodious tribute to Punjab.
Ms. Somasree Bose Awasthi, Head – Marketing, Godrej Consumer Products Ltd shared, “The campaign received an overwhelming response of 1.15 lakh+ entries across India. Though the contest was state wide we received nationwide participation through our digital brand platforms so the success speaks for itself. Association with 9X Tashan added to the aura of the campaign and enabled us to reach the new age and traditionally inclined audience.”
Punjab Di Beauty No. 1 Campaign for Godrej No. 1 is part of 9X Media’s Audience Brand Connect (ABC) Division which helps Brand create intellectual properties and narrate their brand stories beyond the 30-second ad format.
Commenting on the association, Mr. Baljinder Mahant, Cluster Head Programming, 9X Tashan & 9XM said “We are delighted to partner with Godrej No. 1 and present our viewers with Punjab Di Beauty No. 1 contest. It is an honour to associate with an iconic brand like Godrej No. 1 and also with this unique hunt to find Punjab Di Beauty No. 1. We would like to express our gratitude towards our viewers for their overwhelming response to the contest. We are confident that Punjab Di Beauty No. 1 music video will resonate well with our viewers and consumers of Godrej No. 1.”
Singer Ninja shared his views on his association with Punjab Di Beauty No. 1, “The association gave me an opportunity to voice my thoughts on the beauty of my birthplace. As singers we get to express several emotions but this is the first time that I have vocalized my praises for Punjab which have been captured so beautifully in the song. I extend my gratitude to Godrej No. 1 and 9X Tashan that will help this tribute to Punjab reach nationwide through their digital platforms.”
About Punjab Di Beauty No. 1:
‘Punjab Di Beauty No 1’ was a state wide consumer engaging crowd sourcing campaign that received a nationwide response of over 1.15 lac entries. The engaging initiative celebrated the beauty of the gorgeous state of Punjab. The campaign urged people to pen down single liner thoughts on Food, Music & Dance, Beauty of People and Nature which according to them highlighted the beauty of Punjab. People participated through SMS, Whatsapp, telephone call entries and through engaging posts on the Facebook Page of Godrej No. 1. The campaign was overall boosted across mediums like TV, Radio, OTT, SMS, OBD, Facebook, Youtube, Saavn and more. Five winners with innovative entries were gratified on or through Tashan Da Peg show. The campaign which was initially designed for the state of Punjab received a nationwide participation and obviously was a nationwide super hit.
To add to the uniqueness of this initiative, 4 famous singers from Punjab, have come together to create a song out of the crowd-sourced responses, which have been converted to hummable lyrics. This is a first-time ever initiative taken by the brand Godrej no 1 and possibly, first time that a crowd sourced lyrics song is done in Punjabi language.
Video & Audio Credits of Punjab Di Beauty No. 1:
Singers: Ninja, Ranjit Bawa, Kaur B & Kulwinder Billa
Lyrics: Kulshan & Manjinder Brar & People who love Punjab
Music Director: The Boss
Video Director: Baljinder S Mahant
Thumbnail Image Source: youtube/9xtashan