Mumbai: On this World Health Day, BIG FM radio network, in partnership with WATConsult, an Isobar company and the globally award-winning hybrid digital agency of dentsu India, has launched an exclusive #DhunWorkout playlist on the Mumbai app. music streaming, Gaana. Unlocking the hidden potential of Bollywood, the songs featured in the playlist aim to improve overall lung health through effective breathing techniques. The exercises under this initiative are not only the regular inhale and exhale techniques that are common in the health and fitness space, but they also have an element of fun and excitement.
The Dhun Workout playlist is a permanent feature on the platform. This means that audiences have access to these lung workouts anytime and anywhere, all they have to do is sing along and feel their lungs working better over time. In addition to being featured on Gaana, Dhun Workout tracks will also be aired on air and promoted on social media. Additionally, this initiative will be supported by various celebrities and JRs, simultaneously making it the new normal practice for lung health.
Speaking at the launch, Sunil Kumaran, Chief Brand and Digital Officer, Big FM said, “We are proud to present a unique, entertaining and at the same time important workout for our listeners. As pioneers in launching targeted campaigns, ‘Dhun Workouts’ is our serious attempt to reach our listeners and make them aware of the importance of having healthy lungs and we are extremely happy to partner with Gaana, who recognized us and connected with us in our endeavors.
Shashwat Goswami, Head of Marketing at Gaana, said, “At Gaana, we seize every opportunity to create innovative music experiences for our audience. Dhun Workouts is a unique way to approach training through song and music, and we’re sure our audience would love to incorporate this playlist into their fitness journey.
For the record, Dhun Workout was launched in November 2021. It was on the air for 15 days then relaunched on radio + digital in February 2022. Since then, the initiative has met with overwhelming success. The campaign has achieved 34 million impressions across all content so far, 4 million organic reach and 500 reels. Additionally, the campaign logged 1210 hours of training and more than 20 PAN India RJs actively participated in it.
Playlist link: https://gaana.com/playlist/gaana-dj-dhun-workouts
Heeru Dingra, CEO of Isobar India Group, said, “Exercise right now is non-negotiable, so might as well make it fun. With Dhun Workout, we have harnessed this idea and helped people improve their lung health simply by singing. This initiative was well received by the public and so we took it a step further with the Dhun Workouts playlist on Gaana. The listener can now independently perform these exercises at their convenience anytime and anywhere.
Sahil Shah, Managing Partner, WATConsult added, “Who would have thought that Bollywood songs could be a catalyst for effective lung exercise. For me, the idea wins on all counts because an action like singing that comes so naturally to an individual has proven to be something that improves their health. And yes, when you think of Bollywood songs, Gaana is an obvious choice with the kind of library they have. I’m so thrilled that we’ve partnered with them and Big FM to take this campaign to the next level of reach and impact it deserves.