The communication goal

Google has spent years cementing its position as the key source for answers on practically any subject. Movies and Songs are no different. For example, searching for "Shahrukh Khan songs" on sites other than Google might get you a mix of results. Using the Google Search App (GSA) you get a perfectly structured result. Something like this:

While the majority of Indians love movies and music, and go to other sources like Bookmyshow for showtimes, tickets etc. Consumer awareness that they could easily search and find their favorite song, artist, movie info on Google Search was very low.

So, we were tasked with driving usage intent for GSA along with building habit as they key source for user's daily entertainment information needs.

The situation analysis