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Brodha v: Dark fantasy anthem by Overture

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ITC Dark Fantasy Anthem

TASK

Cream-filled cookies are a child’s snacking dream.

How could Overture make them just as appealing to fully grown adults?

SOLUTION

Brodha V, the most prominent rapper from South India crafted a track that swiftly became the ultimate anthem for adults. A catchy tune titled "Grow Up, Grow Up". The song did not only have catchy lyrical word play but was also accompanied with a music video that humorously captured the essence of adulting, sparking a sense of FOMO among older audience members. The project's success was extraordinary, with the video quickly accumulating over 8 million in views. By cleverly infusing humour and relatability, the viewers were entertained and this also effectively promoted the cookie brand in an innovative manner. This approach demonstrated how consumer products can be marketed in a captivating and memorable way. Overall, it proved to be a winning strategy, highlighting the effectiveness of blending entertainment with product marketing to convey a compelling message that resonates with viewers and enhances brand visibility

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