see how hoichoi used a classical musical instrument to promote their new season of their most watched show of 2020, in an experiential mobile ad

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objective
solution
youtube video
results
testimonials

objective

hoichoi, a popular Bengali OTT platform wanted to promote the launch of the 2nd season of its most-watched show of 2020, Tansener Tanpura. Further, the brand also wanted to familiarise users with the key elements of the show.

solution

“Tanpura”, a classical music instrument and the myth of “Tansen” have been incorporated into a treasure-hunt based on clues within musical notes in the show. Thus, keeping in mind the key elements surrounding Tansener Tanpura, hoichoi and mCanvas joined hands to create an immersive and sensory mobile ad experience in which users could play the Tanpura.
Users could simply tap on the Tanpura to hear the notes of the musical instrument, and that transitioned into showing the show name, thereby associating the show (Tansener Tanpura) with the instrument (Tanpura). The call to action ‘Watch Now’, redirected users to the hoichoi website, where users could watch the new season of the show.
Further, the ad was geo-targeted to mobile users in West Bengal, since the show was primarily popular in that state.

see the results for yourself

3.6

lakh users

3%

engagement rate

6+

avg time spent

testimonial

Tansener Tanpura, within the first week of its release, became the most watched show of hoichoi of 2020. Furthermore, promoting the new season of Tansener Tanpura in an innovative manner was quite important for us, as the new season had to beat the record of the earlier one; so, to keep our audience intrigued with a simple, yet elegant mobile ad, we decided to partner with mCanvas. This collaboration enabled us to integrate meaningful storytelling, attractive visuals and animations to provide audiences with a unique and immersive experience, which ultimately helped in establishing a successful strong connection with the show.