Rohan Rathore an IIT Guwahati student, was suffering from terminal cancer and was deeply in love with a girl, Supriya. But unfortunately she did not reciprocate back as she did not have any feelings for him. As one last attempt to woo her, he composed a song : Tune Meri Jaana (Emptiness) Song and recorded it. 15 days after the recording, Rohan Rathore died. The song however remains as testimonial of his deep love.
Ok. Do not go and grab the tissue papers just as yet. The dramatic story was actually a drama and was just used to get viral publicity for the song and to create an emotional connect with a song by providing a background to it.
The results obviously were fantastic. Talk about social media publicity : creating an effect this will be amongst the best success stories out there. Communities on facebook were created with close to 25000 people registering on it. The song Tune Meri Jaana (Emptiness) became one of the most shared songs of Facebook. Youtube videos views go into millions.
So the marketing ploy was zero cost and extremely successful but was this way of marketing the song actually unethical or was it intelligent? According to me, the marketing ploy although bordering on the ethical/unethical margin was infact a very intelligent one.
For one, the song as of now is being circulated for free and there are no monetary gains for the composers. The only aim of the Rohan Rathore story was to create a back ground for the song which users could relate to. As the composers of the song did not have enough money to produce a music video for the song, they created a background story and left the rest to the audience imagination. A very effective and intelligent strategy indeed.
The question is nonetheless debatable but there is no doubt that the song is absolutely awesome, filled with pain reflected in the lyrics and the music. You can download the Tune Meri Jaana Song from here.
Check a fan created video of Tune Meri Jaana (Emptiness) Song Below
So what do you feel : Is the marketing unethical or is it in fact intelligent? Share your views in the comments section below.
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