The Making and Concept behind ‘Did You Ever Know…’ Sing-along Song and Viral Teaser Video:
Four Cousins – Raghunath Rajaram (Founder Aglet Design), Snehaa Sundaram (20), Nithika Sundaram (17) and Nishaant S Raj (13) got together on May 12th 2012 and decided to record a song just for fun. Raghunath had coined the line ‘Did you ever know that your Bum has got a hole…..’ many many years ago when he was in school. His friends found it grossly hilarious, but would always laugh and repeat the line. When he told his cousins this, they were amused and literally forced him to think about composing a song with this as the chorus! Snehaa, Nithikaa and Nishaant now couldn’t contain their laughter as this line kept playing on their minds. They got together at Aglet Design’sTM studio with Raghunath and let their creative juices flow! Nishaant the youngest of this group was thrilled to be the drummer for a song that made him roll on the floor laughing! Snehaa, Nithikaa and Raghunath joined creative forces to come up with the lyrics. Raghunath, the expert then sang, played the guitar and mixed before the gang of cousins invited the family to listen to their hilarious creation!
Jayaram Rajaram (Managing Partner, BrilTM), Raghunath’s brother was one of the first ones to be invited for the launch show which would then go on to create history. When Jayaram heard this song for the first time, his gut told him that this could make a very different and engaging teaser campaign for BrildiapersTM which would be launched in a few months. When he suggested this to Raghunath, they immediately concurred as they intuitively felt it would have an immediate connect with the audience. Why did they feel that way? Because they loved listening to and singing along with this mildly weird, below the belt number! Everyone who heard it loved it and couldn’t stop humming the tune and singing! We decided that these gut-based goose-bump moments shouldn’t be ignored, so they got acting.
There was a slight fear that they were working with an old brand with tremendous equity. The brand had a conservative audience, but at the same time they knew that unless they did something out-of-the ordinary no magic would happen and they would never be able to stand out of the clutter. While creating the teaser ad they decided, no matter how conservative a person is, he / she will secretly love this song! Another run-of-the-mill diaper ad would never become viral. This ad was in any case targeted at adults and parents (it’s also perfect for a cool parent to share it with a pre-teen child too for a good laugh, as humour enhances the communication between the parent and child). The idea was to get people singing along and laugh about common physiological aspects. Fun jokes like this are in any case a regular phenomenon between good friends and amongst close relatives in most families (though many will not openly agree they enjoy a good laugh about such topics). So…..
‘Did you ever know…..’: of course an adult knows about his / her human physiology, but what about your baby? That’s the subtle message that comes across towards the end. So the fun they had listening to the song and following the lyrics is gently pushed to a feeling of empathy towards their baby. In a nutshell, every human being knows what it feels like to wait outside a locked bathroom door, or the agony of not being able to pass stools- while babies are oblivious to these aspects, it’s up to the parent to ensure their baby’s comfort with the softest possible disposable diapers – Brildiapers! While most diaper ads talk only about the baby peeing we thought about talking about poo-ing- Just For Fun!
This campaign also fit well into Bril’s new positioning of Bril Makes Living Fun. It urges people to stop intellectualizing everything and just enjoy the song and video! If you liked it – share it. Make Living fun for everyone. If you didn’t like it – just buy Brildiapers anyway – once they are launched (As they are the best diapers in the world!)
(WARNING: This video contains lyrics that some may consider offensive. If you cannot let go and laugh this is not for you. Viewer and parental discretion is advised. Bril (Industrial Research Corporation) and its partners shall not be held liable under any circumstance, as you explicity agree that you are watching this video out of your own free will once you click ‘Play’)