COFFEE KE BAHANE

Amplifying Indie Music Through High-Impact Media Visibility

PROBLEM

Coffee Ke Bahane, an indie music release sung by Badtameez Dil fame Benny Dayal, faced challenges in breaking through the cluttered digital music space. Despite a strong artist association and high-quality production, the song struggled to reach the masses through conventional social media promotions, resulting in limited awareness, discoverability, and audience engagement beyond its existing fan base.

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SOLUTION

MAJ Medias designed and executed a high-impact, multi-channel promotional strategy to amplify the reach of Cassette. We activated large-scale college-fest collaborations to tap into youth culture and drive organic word-of-mouth. This was complemented by radio associations and artist interviews across leading digital and pop-culture platforms, ensuring sustained visibility and credibility.

To create a global splash, we secured a Times Square (New York) billboard to stream the song, positioning the release on an international stage. Simultaneously, we executed multiple digital billboard placements across key locations in and around Mumbai, reinforcing recall and driving mass awareness both online and offline.