The new-normal has entertainment marketers turning to social media platforms to promote upcoming releases and videos, and engage with consumers via a digital-first approach. Zee Music Co, in one of the first such integrations on Instagram Reels, has launched the music of the latest blockbuster ‘Shakauntala Devi’, starring Vidya Balan in the lead.
Reels, Instagram’s newest video format, allows users to create and share short 15-second video clips, complete with various audio, effects and new creative tools.
Music lovers watched trailers of top-charting songs; ‘Pass Nahi Toh Fail Nahi’ and ‘Rani Hindustani’, composed by duo Sachin-Jigar exclusively on the company’s (@zeemusiccompany) Instagram profile, within the Reels tab and Vidya Balan asked her fans to create their Reels with the music of Shakuntala Devi.
Anurag Bedi, Business Head, Zee Music Company said, “We are very excited to have spearhead this alliance on Shakuntala Devi with Facebook India. This is a first-of-its-kind collaboration where we harnessed the power of Instagram, with Reels, at the heart of a marketing campaign.
“With this initiative we intended to bring a novel music video experience to our customers that would go beyond just watching the video. The response has been heart-warming and we are confident to bring such evolved music streaming offerings to our customers in the future,” Bedi said.
Manish Chopra, Director and Head of Media Partnerships, Facebook India, said, “Music on Instagram has seen great usage and has laid the foundation for the success for Reels, as it brings alive the entertainment experience on the platform.
“We are thrilled that ZEE Music Co. has launched the official music videos of the Vidya Balan starrer ‘Shakuntala Devi’ on Instagram Reels. Latest music, such as this one, helps create trending moments on the platform and embeds the music in popular culture,” Chopra said.
Music lovers also interacted with the vivacious actress Vidya Balan by sharing their entries for the hook step contest live on the page.