Coca Cola Partners With Dhingana To Launch Their New Campaign

Dhingana, one of the popular music streaming services in the country has partnered with Coca Cola to launch their new campaign. The campaign called ‘Crazy For Happiness’ is a part of Coca Cola’s ‘Open Happiness’ philosophy.

Last year, we published an article that pointedly stated how increased digital consumption and the proliferation of the internet is changing the music industry. Over the past few years, the way music is distributed and consumed has changed given the rise and fall of music media. The emergence and growth of the iPod, the availability of free music online, the spread of smartphones and the consequent increase in the number of apps has resulted in music being consumed on-the-go and as soon as it is released.

This partnership between Dhingana and Coca Cola is a testament to this change. The campaign will be available on the desktop and mobile platforms of the Dhingana, thereby giving the brand an increased presence in the overall marketing sphere.

Speaking on the partnership, Dhingana CEO, Rohit Bhat said, “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.” Coca Cola India’s Integrated Marketing Communications Officer Wasim Basir said, “We are delighted at the response our “Crazy Kehlao” songs have received from visitors and music aficionados on Dhingana’s social music platform.”

As per the initial reports, this partnership is already bearing fruitful results with the ad impressions crossing the 1 million mark and with the average click-through rate (CTR) crossing the 2% mark on mobile apps and over 1% on web. I think such partnerships are mutually beneficial for the music streaming platform as well as the brand. The increased engagement helps the brand to connect with its consumers, a connection that will only do it good.