200+ Campaigns and Counting: Song Promotion for Sony Music Across South India
Sony Music has run 200+ influencer campaigns through Zapplr - film-song launches, singing and dance collabs, and release-week creator waves in Malayalam, Tamil, Telugu and Hindi.
What we were up against
A film song lives or dies in its first two weeks. Sony Music needed a partner who could assemble language-matched creator waves on release timelines - repeatedly, release after release, across Malayalam, Tamil, Telugu and Hindi - without the quality drift that usually creeps in when trend-seeding runs at this volume.
How we attacked the problem
- 1
Language-first creator matching: every release gets creators who natively speak to its audience - Malayalam, Tamil, Telugu or Hindi
- 2
Release-window planning: creators briefed and contracted before audio launch so the wave lands in the critical first days
- 3
Format mix chosen per song: dance and hook-step reels, singing collabs, transition edits, meme-page pushes and on-ground event coverage
- 4
Micro plus macro waves: nano and micro creators for volume and authenticity, macro creators for reach spikes
How it played out
- 01
Manasilaayo (Vettaiyan) and Sthuthi: release-week creator pushes for major film songs
- 02
Pravinkoodu Shappu: a two-song rollout (Shavathkuth and Cheth) run as coordinated back-to-back campaigns
- 03
Junoon: an ongoing series spanning singing collabs, transition reels and micro waves across multiple legs
- 04
King of Kotha, Identity, Love Today and a long catalogue beyond - from single-song micro waves to offline launch events
What actually happened
The clearest result is the cadence itself: more than 200 campaigns and counting, with new releases briefed every month. Creator waves from Zapplr are now part of the standard release playbook for Sony Music songs across South India.
Other case studies
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Read storyWant a campaign like Sony Music's?
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