Since most of our peak listening hours coincided with commuting hours - a time when users find it tough to interact with their mobiles, and make any meaningful contribution to a cause. That's why, we ensured that even supporting this cause was easy. All our users had to do was keep streaming the music and they would help donate a meal to a schoolchild. So whether our users were behind the wheel or inside a crowded train, everyone could help our cause by just streaming their music.

Whether it's their depiction in pop culture or advertising, underprivileged children are often portrayed as powerless and weak. While India at large is seeing huge growth, the masses are used to seeing India in a positive light. We had to make sure the larger local spirit, and the portrayal of these children were in sync, so as to show these children could be as empowered as the country itself.

We broke the clutter by showing the playful side to these kids. We had a child voice over actor acting like a regular socialite at a fancy fine-dining restaurant. This would surely make the listeners break into a smile, and see these kids in a different light.

Streams usually go down on our platform over the weekend, but since the launch of the campaign, streams went up by 3%, and over 5,000 schoolchildren were felt every day through the campaign.