Post Stroke of Midnight Concert by Farhan Akhtar
India’s 1st Live Online Concert at the Stroke of Midnight was recently held, a first in India. 800,000 fans paid Rs.1 to view ‘Farhan Live’ perform on Independence Day. #StrokeOfMidnight was top of the trends on that day.
It takes a combination of ‘Farhan Live’, Canvas Talent & Oxigen Wallet to think outside the box. This independence day they took the next phase of live digital, music and consumer interaction online. This event was not just about payments but also entertainment and the digital revolution in the music industry. The Stroke of Midnight Concert presented by Oxigen Wallet with Farhan Live & Canvas Talent, as part of launch did not just set money free & change the way we pay. Oxigen Wallet enabled the youth with an online access to watch their favorite artist perform live from anywhere, on any device - desktop, mobile phones or their tablet.
“The coming together of live music and technology with brand clearly defines the way music will be consumed in the next 2-4 yrs. Oxigen wallet did just that, by engaging Farhan Live for a live digital concert we made history with 800,000 fans watching the performance at just Rs1 making it the biggest concert in the country.” Anurag Rao, CEO - Canvas Talent, Co - Founder of ‘Farhan Live’ and musician.
For the first time ever, Oxigen Wallet set out to organize an online concert exclusively for its customers who registered online and paid a token fee of Rs. 1/- to witness live performances by Farhan Akhtar, Aditi Singh, Shannon Donald, and Purvi Koutish. The concert was hosted by Meiyang Chang.
Within hours of the site going live with the campaign, there were ten thousand signups which snowballed into lakhs in a few days. The concert that got streamed from a studio in Mumbai, received over 8 lakh views on its website, where fans from all parts of the country, queued up to register and pay the token amount.
Commenting on the success of the concert Mr. Pramod Saxena, Founder, Chairman & Managing Director of Oxigen Services (India) Pvt Limited said, “Our endeavour was to connect with the youth of the country to sign up for a revolutionary concept that Oxigen Wallet brings about with its social money feature. What better way than an online concert at the Stroke of midnight that was symbolic of freedom and empowered the youth to watch the concert from anywhere through a desktop, laptop, tablet or mobile. This was in line with Oxigen Wallet as it can be used anytime, anywhere. We are delighted that the campaign struck the right chords and the participation and viewership has given us confidence to bring forth continued innovation in the market by way of product, features and ideas.”
While the majority of sign-ups came from the metro cities like Bangalore, New Delhi, Mumbai, Pune, there was a sizeable number from Tier 1 and 2 cities of India like Jaipur, Indore, Bhopal, Lucknow and Chandigarh making it truly national symbolic of pan India participation to a freedom movement.
At the stroke of midnight when the concert started there was live action beyond the music. “Despite it being an online concert, we were diligent about ensuring that there was an in-person experience for all.” said Meher Sarid , President Brand and Communications for Oxigen “We focused on the streaming quality to ensure that the output was high resolution and could be watched from any device at an optimal level. In addition there was live integration with Twitter where participants shared tweets along with song requests” she added.
The concert landing page received more than 5,000 tweets during the time of the concert making the experience truly digital. The Stroke of Midnight Concert was aimed at brand building for Oxigen Wallet at launch and ensuring sign ups in a manner that was innovative and experiential.
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