Full-Stack Song Rollouts for Think Music: 200+ Campaigns in Tamil and Malayalam
Think Music has run 200+ influencer campaigns through Zapplr - including the multi-leg Vaazha 2 rollout that combined a global-charts push, meme-page seeding and a creator listening-session event.
What we were up against
Tamil and Malayalam releases compete for the same two weeks of attention as every other launch in the market. Think Music needed rollouts that go beyond a one-off reel buy - multiple coordinated legs per song, each format doing a different job, executed on the release clock month after month.
How we attacked the problem
- 1
Full-stack rollouts: one song, several coordinated legs - creator reels, meme-page seeding, charts pushes and on-ground events
- 2
Separate Tamil and Malayalam creator pools matched to each release
- 3
Event execution: listening sessions and launch events covered by creators, not just attended
- 4
Sustained cadence: campaigns briefed, executed and reported every month
How it played out
- 01
Vaazha 2: a global-charts push, a meme-page wave and a listening-session event run as one coordinated rollout
- 02
Kiliye and Jaalakaari: large single-song creator campaigns
- 03
Baraati, Everyday, Koy Encounter sets, singing collabs and podcast promotions
- 04
Christy: the film campaign that started the partnership
What actually happened
More than 200 campaigns and counting. What began as a single film campaign is now a standing monthly partnership across Think Music's Tamil and Malayalam slate - with major releases getting the full multi-leg treatment.
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