On World Music Day, we redefined what it means to give artists a real break—by turning ad breaks into their biggest breakthrough.
Insight & Idea
Upcoming artists struggle for visibility in a world dominated by mainstream music. While ads interrupt entertainment, we saw them as an opportunity. Breakthrough Music transformed ad spaces into discovery platforms, letting unheard voices take center stage—literally.
Details
Year:
2023
Role:
Content Head
Involvement:
Creative direction, Campaign ideation, Communication planning, Brand storytelling, Content strategy alignment, Social media copies, Virality-focused content, Engagement-driven messaging, Brand voice consistency, CTR improvement via copies, OOH Copies
Execution
Ad Break Takeover – Instead of commercials, we aired seconds of music from emerging artists during every ad break, giving them exposure to massive audiences.
QR Code Billboards – Bold, artistic QR installations featuring new-age artists, allowing people to scan, listen, and discover hidden musical talent.
Social Amplification – A digital push ensured these artists reached beyond just TV screens, creating a ripple effect in the music community.
Results
- Massive Organic Reach – The campaign became an internet phenomenon, with #BreakthroughMusic trending for 16 hours straight, amassing 2M+ shares and 10K+ user-generated posts across social platforms.
- Unprecedented Artist Exposure – Featured musicians saw a 60% surge in streaming numbers, with 5 artists breaking into the Top 100 Viral Charts across multiple platforms. Some even landed record deals and mainstream collaborations within weeks.
Award-Winning Innovation –
Abbys Award for Best OOH Execution
Honored for transforming billboards into interactive music discovery hubs, redefining OOH engagement with bold creativity.
Digie Awards by AFAQs– Gold for Best Use of YouTube
Recognized for hacking ad breaks to showcase emerging artists instead of commercials, turning passive viewing into active music discovery.
