One of India’s leading Music Labels – Tips Music has just become one of the largest entertainment brands on Facebook in India. The company’s Facebook community crossed 2 million fans and has one of the highest engagement rates on the social network. The company was one of the last to join the social media bandwagon but has surpassed their competitors in a short span of 2 years. Tips Music’s Facebook page is the largest not only amongst the music companies but also film production companies in India. Unlike their competition, Tips Music has broken the trend of depending only on new music to grow their community and leveraged their rich 90s music catalogue to engage with fans.
“We’re very excited to cross this milestone on Facebook, we appreciate all the support our fans have given us in the last few years. Our company mission has always been to give the audience quality music and films and we’re happy to be spreading this to the digital platform. I’m personally very active online enjoy having conversations with people on Facebook & Twitter.. ” – Kumar Taurani, Managing Director, Tips Industries Ltd.
“When we started our Facebook initiative 2 years ago every expert we met told us the page would only grow during the time of a new soundtrack release. The problem was, at the time we only had 1 film up for release and a gap of a year till the next. With a catalogue of 25,000+ tracks we couldn’t limit our FB promotions to 10-15 recent songs. We developed a unique strategy where the main focus was to refresh people’s memory with the music from our 90s catalogue while introducing the youth to classic songs they may have never heard. We began sharing content from films like Khal Nayak, Rangeela, Imtihaan, Phool Aur Kaante and Raja Hindustani. We met with initial hurdles and even questioned our decision at one point because our interaction was low. At the end of the day music from the 60s, 70s & 80s are considered evergreen and retro cool from a young person’s perspective whereas the 90s doesn’t yet have a label. But then we started receiving messages from fans thanking us for sharing a song they heard 15 years ago and knew where they could get it now, it reinforced our efforts. People would send us pictures of a cassette and ask us if the title was available digitally, this in fact forced us to dig deeper into our catalogue and churn out compilations with songs we didn’t even think would be popular in this day and age. We were pleasantly surprised to see the overwhelming response from the youth and it’s a great sign to see them consuming hits from the 90s. ” – Sahas Malhotra, Senior VP & Business Head, Tips Industries Limited.
Forthcoming films from Tips:
- Prabhudheva’s Ramaiya Vastavaiya starring Girish Kumar & Shruti Haasan releasing July 19th
- Rajkumar Santoshi’s Phata Poster Nikhla Hero starring Shahid Kapoor & Ileana D’Cruz on September 20th.
- It’s Entertainment starring Akshay Kumar & Tamannah Bhatia directed by renowned screenplay writers Sajid-Farhad releasing 28, March 2014.