The classic song Yayi Re of the movie Rangeela, which is all about stunning compositions by Oscar-winning composer AR Rahman, seems to have resurrected itself with new fans in the new generation.
The age-old tune took new innings by winning over a section of the new generation through Motorola’s latest Hello Colour. Hello AI campaign featuring bollywood actress Kriti Sanon.
It is this movie which does not just bring back the catchiness of the track but also kindles a viral trend. The ad film was released after which the internet went into a frenzy and celebrated the music by re-creating hook steps from the ad film. Influencers, fans, and social media users are coming in and sharing their views on the dance across the various social media platforms, making the audio of the campaign trend organically on Instagram. With an impressive 163 million views and counting, the ad has generated a huge buzz across digital platforms.
“Rangeela re’ is an age agnostic iconic song that’s liked by everyone, including the gen-z. With this campaign, our intent was to spread a splash of new Pantone curated Motorola colour variants during this festive season. This campaign is more than the introduction of colours; it embodies our core ethos. We want to instill a pride in Indian consumers, especially Gen Z, encouraging them to celebrate individuality and self-expression with the trend-setting Motorola phones. The response we are seeing online as well as offline is incredibly gratifying. Participation from social media influencers, college students, and fan communities highlights just how deeply this has resonated with them,” said Mr. Shivam Ranjan, Head of Marketing, APAC, Motorola
The ad film sees Kriti channel her inner Rangeela with a dance performance that has struck chords in the audience, creators, and influencers alike. The result has been nothing short of a storm on social media, as it has inspired bollywood and entertainment pages, content creators like choreographer Piyush Bhagat, Shukla Sisters, and even the global internet sensation Ricky Pond to reproduce the catchy hook step on their Instagram and YouTube channels.
Nostalgia appeal has also joined fan pages that discuss the legendary heroes like Jackie Shroff, Urmila Matondkar, and Aamir Khan, who first acted in the movie Rangeela.
The campaign thus is one of the most trending topics online and with popular meme and digital news pages, largely boosting Motorola’s engagement and consolidating the brands position as a lifestyle-tech brand.
