Sunday, April 10, 2016

#JeetegaIndia - A Unique Twitter Campaign by Gaana and Kailash Kher!!

The India West Indies clash at the WT20 2016 was expected to create frenzy on the field with fans lining up at the Wankhede to watch the epic semi final clash. India had got there after a bit of a hiccup, having lost their opening encounter to the Kiwi’s and then clinching a heart stopping victory against neighbours Bangladesh before a Kohli special drowned the Aussie’s.

West Indies on the other hand, with all their flair and easy-to-go style had captured the imagination of the Indian crowds and players like Gayle, Bravo and Simmons who already have a huge fan following here were all set to enthral the Indian public once again.

The Wankhede crowd did it’s best for the big occasion, turning up in huge numbers and supporting India to the hilt. There was color, fanfare and truly maddening love for the Boys in Blue!!

Off the field too, on various social media channels there was support pouring in for the Indian team, the whole nation was backing India to go through to the finals by defeating the Windies. Now, music and Cricket go hand in hand, especially when the Calypso Kings are involved, what with DJ Bravo having launched the much appreciated and adored #Champion song just before the World Cup began!

On this occasion, KailashKher and cheered Indian Cricket team like no one else!

Gaana roped in the singing legend for a unique social media engagement

India’s first Jugalbandi campaign on Twitter, caught the imagination of the entire nation. provided its followers an opportunity to applaud the ‘boys in blue’ along with KailashKher. Participants cheered for Indian team with their tweets while  Kailash turned those into a song live! Watch the activity here - The unique activity #JeetegaIndia twitter reached 14 million viewers trended for 8 hours and garnered over 278 million impressions. It was quite a unique and novel way to cheer for Team India and was a hit on the social media.

Although India lost the Semi-finals, they played really well and the fans had no reason to complain. From the music composer Sulaiman Merchant to news channels like CNN-IBN, journalists and eminent anchors, everybody cheered for India through #JeetegaIndia. Some really quirky and creative lyrics were shared for the maestro to execute. One of Kailash’s song ‘TootaTootaEkParinda’ was turned into ‘TootaTootaEk Wicket to AiseToota, KephirJudh Na Paya’. 

KailashKher enjoyed the gig to the hilt, and every song for him was like an anthem pumping the nation with energy and determination. This rare treat which perfectly amalgamated the thrill of an epic encounter, eulogized by one of the best voices in Bollywood made fans on social media go berserk. 

In less than five hours, over 17,000 tweets with song requests reached, turning it into a highly successful campaign. In a first time case, a campaign forged such an intense connection between sports and music. 

Some of the brands and celebs that used the hashtag - #JeetegaIndia
Radio City 91.1
AbhijitMajumder (Managing Editor, Mail Today)
Mohit Yadav IFS (Indian Dilpomat, Squash Player)
Sulaiman Merchant (Popular Indian Music Composer)
Lakme India
AkashSoni (Anchor @ IBN7)
Box Office Detail
Kamala Sripada (Journalist @ IBN7)
Shweta Bhattacharya (Broadcast Journalist @ Network18)
Zee TV Middle East
Anchal Vohra (Senior Anchor @ CNN-IBN)
Telugu Filmnagar
Times Now
MrityunjoyJha (Journalist @ IBN7)
SumitAwasti (Deputy Managing Editor @ IBN7)

A Snapshot of the Twitter timeline!!

Although India went down to the eventual World Champions, West Indies, this campaign showed that a cricket match can be best enjoyed and celebrated with music giving it a lovely touch! The celebrations of the West Indian players who sang and danced to the Champion song after their victory only exemplified the deeper bond between cricket and music!!

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