March 26, 2021 | National: What happens when a brand launches a campaign with just a few celebrities on board? It trends, of course, but these days, not every campaign featuring celebrities tends to, well, trend. Enter: a lockscreen content platform. Sounds vanilla at first - but bear with us - they recently launched a catchy song titled ‘Baar Baar Dekho’ that was a virtual coup d’etat as far as the internet is concerned.
With the song (also known as ‘The Glance Song’) going live on all major platforms including YouTube, Instagram, Roposo, Apple Music, and Spotify to name a few, its quirkiness got it picked up by celebrity Hina Khan, who immediately got it trending online, urging her followers to take up the #BaarBaarDekhoChallenge - a challenge to find or discover something new or unique with every look. Or in her words, “har baar something new.” Clocking 3 million views on her video, she didn’t stop there, going on to tag fellow-celebrities Rajkummar Rao and Awez Darbar. Then, the internet being what it is, the ‘bungee effect’ took over, bringing in other celebrities as well, including Ashnoor Kaur, Ali Fazal, Wamiqa Gabbi, Ishita Mangal, Vir Das, and - get this - even cricketer Hardik Pandya.
It doesn’t come as a surprise, then, that the challenge got picked up organically on both Instagram (Reels) and Roposo, with over ten thousand unique response videos created by users across both platforms.
The campaign, which had of course been meticulously planned by Glance, is a fine example of how to leverage celebrity power in small slices, to achieve virality at scale. Overall, the #BaarBaarDekhoChallenge song, along with short videos featuring these celebrities, clocked over 15 million plays in its very first week of being online. But the question du jour - what, precisely, does Glance do?
A subsidiary of a unicorn-status mobile advertising company ‘InMobi’, Glance claims that every time you peek at your phone’s lockscreen from the corner of your eye, you’re guaranteed to see something new and delightful on your lockscreen - from the latest news to entertainment clips, and from sports updates to games you can play without needing to unlock your phone - all in one’s preferred Indian language.
In light of the challenge’s success, Glance recently launched a music video with the compiled footage of every celebrity - including Hina Khan, Rajkummar Rao, Hardik Pandya, Ashnoor Kaur, Wamiqa Gabbi, and Awez Darbar - doing the #BaarBaarDekhoChallenge. Want to watch it? You can find it on Glance, where it’s already trending among the platform’s 115 million users, or check it out on YouTube.
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