Keventers launches its first ever music video ‘Keventers On A Thursday’ with Homegrown Hip Hop talent Kritagya Sharma
Keventers, an iconic Indian Dairy brand with a legacy of 96 years best known for its Milkshakes and Ice-creams, has launched a Pan-India campaign called Keventers On A Thursday i.e K.O.A.T which aims to target Gen Z by tapping upcoming talent in the creative field. The Pan India campaign started from 28th July 2022 and the first leg of the campaign sees the launch of the brands first ever official music video which features the upcoming Hip Hop artist Kritagya Sharma, who originally composed the track Keventers On A Thursday.
The inspiration and the story behind the launch of the music video is truly unique. Kritagya Sharma, the artist who originally composed the track and is also featured in the brands official video, first performed the track in the underground rap clubs in the city, where a fan recorded and posted it online. The song was shared multiple times on social media and became so popular that it was released on Spotify in 2021 by the artist. All the hype around the track caught the attention of the team at Keventers, who saw this as a perfect opportunity for the brand to highlight the artist and merge his creation successfully with the brand’s creative plans, targeted towards bridging the gap for Gen Z and providing them with a platform to successfully highlight their creative talents, while simultaneously engaging the young customer base in a fun and quirky manner.
Commenting about the launch of his first ever official music video, Kritagya Sharma says, “This has been a dream come true for me. I love Keventers and during the pandemic it was one of my go to brand for my sweet cravings. My love for Keventers inspired me to compose and perform this track at my underground gigs, and it got recognised by the brand. I would like to take this opportunity to thank team Keventers for giving me an opportunity to officially launch my first ever music video.
The Pan India campaign will also have fun offers running where one can avail Classic Shakes @ Rs. 99 and Chocolate Shakes @ Rs. 129 every Thursday at Keventers.
Commenting on the campaign, Aman Arora, Co-Founder, Director and CMO, Keventers says “ As a brand, we value creativity, inclusivity and breaking barriers across all age groups. Through our yearly campaigns, we aim to revolutionize the creative strategies at the brands front, and find interesting and collaborative ways to bridge the gap between our consumers (and loyalists) and their expectations from the brand. In 2022 the brand’s vision is to connect with the untapped talent across India, and find unique ways to give them a platform and highlight their talents, while also maintaining the authenticity of the brand.
In the past, the brand has successfully introduced various strategic creative moves to position itself as it is presently. One of the most recent campaigns, The Bottle Design Contest was launched by the brand with the aim to showcase creative talent of artists across India. Targeted specifically to the design community including students, working professionals, and hobbyists, the contest provided a platform to the artists where they showcased their love for Keventers through their art and the selected designs will appear on Keventers bottles Pan-India in the upcoming months.
