Erasing the stigma of a bad singer.
Challenge
Saregama, one of India's oldest and most prestigious music labels launched Padhanisa. An AI-Powered Music Education App built to democratise music learning. But, how do you drive millions of downloads among people whose stage fright keeps them locked inside the stage of a bathroom?
Insight
We discovered that people were afraid of singing in front of others because of the stigma of a “bad singer”. They were not learning either for the training regimes seemed rigid and gruelling. But, they didn’t know, they could learn by singing along to their favourite songs.
Idea
The biggest shift happens when we change “Bad” to “Untrained”. Instead of showcasing flawless prodigies hitting impossible notes, we chose to celebrate the off-key, the voice-cracking, and the heroically out-of-tune enthusiasts who sing purely for the joy of it. And we reminded them that “There Are No Bad Singers. Only untrained ones.”
Execution
We released a series of painfully relatable films featuring terrible singers joyfully butchering classics, much to the horror of their captive audiences. The comedic tension gracefully resolved with the introduction of Padhanisa, offering a customized, private path of learning by songs.
Brand
Padhanisa by Saregama India
Campaign
There Are No Bad Singers
Agency
The Womb
Role
Writer & Senior Creative Partner