MUMBAI: Short video app Moj has kicked off a new brand campaign #SwipeUpWithMoj to strengthen its brand recall as the ultimate entertainment destination. As part of the campaign, Moj has teamed up with Bollywood diva Ananya Pandey and Tollywood heartthrob Vijay Deverakonda as brand ambassadors; they will be seen on the app’s brand videos and also as creators on Moj.
The commercials launched on 3 April in Hindi, Telugu, Tamil, Kannada and Malayalam, keeping in view Moj’s diverse audience across the country. Ananya Pandey will drive relevance and boost brand affinity in the priority Hindi-speaking markets while Vijay Deverakonda will help double down on the brand presence in south India.
The campaign is centered around a deeper understanding of the users’ need for fun and engaging content that captivates their attention and add entertainment to their everyday lives, breaking all their monotony. In the commercial, both Ananya and Vijay will be seen swiping through their phones amidst their parents and elderly relatives bickering at home. Bored with the constant bickering, they are swiping up on Moj, imagining their parents and relatives dancing to the cheeky music in the videos, leading to them sitting with their moms and watching Moj videos together.
Moj chief commercial officer Ajit Varghese said, “#SwipeUpwithMoj campaign has been designed to establish Moj as the ‘cool place to hangout’, making it synonymous with short videos, providing a ‘world of fun' at our fingertips. We are confident that this quirky new campaign will help us build deeper and newer connections with our audiences.”
Ananya Pandey said she’s thrilled to be a part of Moj as a creator and is looking forward to making making cool content. “With the quick ‘Swipe Up’ option on my phone, I can now get into a world of endless entertainment possibilities from anywhere, thanks to Moj.”
The creative mandate for the campaign was run by AllThingsSmall. The videos are produced by Bang Bang and both versions of the film were directed by Ryan Mendonca.
