ibibo.com and Sony Music are promoting Kailash Kher?s much awaited new album?Kailasa Chaandan Mein through an innovative program wherein three ibibo users will get to sing with Kailash Kher in a professional studio. One of them, if exceptionally talented, will get a chance of a lifetime: a chance to sing with Kailash Kher that will entail cutting a track with Kailash. The duet when sung by the ibibo winner and Kailash will be mastered and made available through digital distribution on ibibo.com.
For the first time ever, a mobile device is being used as a gateway to a singing competition. Ibibo users will be prompted to sing Kailash?s hit single ?Na Batati tu? straight from their mobile devices, using ibibo?s proprietary voice platform. This promotion is unique as it reaches out to audiences outside the Internet universe and taps audiences using mobile devices. Participation is simple! All users have to do is sms ?Kailasa? to 5676746, the ibibo short code, to jump start participation. They will instantly receive an automated call that will prompt users to sing ?Na Batati tu? from their mobile phones. This time, the entry point to the contest is from the mobile screen and not limited to the web screen. On completion of singing/disconnection the user gets an auto generated sms with a ?claim code? and is requested to register on ibibo.com to ?claim? and promote his/her entry.
?The promotion of Kailash?s new album reinstates ibibo?s commitment to promote the latest music with the latest technology with specific focus on stimulating user engagement and delivering a unique experience to audiences. Enabling users to sing Kailash Kher?s latest hit single straight from their mobile devices is a new engagement mechanism that leverages mobile platforms on ibibo.com. This is yet another example of ibibo.com and Sony Music joining hands to chart out innovative ways to promote music in India? informed Siddhartha Deshaprabhu, Associate Director-Entertainment Marketing, ibibo.com.
The hit track from Kailash?s new album that users will sing on- Na Batati tu, is a catchy, quick tempo track sung in Hindi / Rajasthani / folk dialects and has that distinct Kailash Kher tone and flavour. ?Chaandan Mein? is the 3rdalbum of Kailash Kher with Sony Music – after the super-successful Kailasa and Jhoomo Re.
Sanujeet Bhujabal, Director – Marketing, Sony Music India informs, ?We at Sony Music have always believed that when path-breaking content is coupled with innovative marketing – it makes it bigger. And one of the critical things you need for this are partners who have both the capability and enthusiasm to set new benchmarks – which we have found in ibibo.com. The scale and ingenuity of this activity makes it unlike anything which has been ever done before in not only the music industry – but the entertainment industry as a whole.?