OSN+ has launched a music-led campaign, unveiling a multi-genre brand anthem built around its core content genres. The initiative introduces a distinctive sonic identity for the platform and signals a new approach to platform-level storytelling, with music at its heart.
Blending drama, horror, thriller, action and comedy within one cohesive composition, the anthem was designed as a “sonic map” of OSN+, where each segment reflects the emotional DNA of a genre, expressed through the platform’s key titles, with lyrics designed to capture the tone and narrative of flagship series without explicitly naming them.
While the campaign brings together multiple titles across each genre, it reframes how they are presented, shifting from isolated title promotion to a more connected, genre-led narrative that builds a more unified and recognisable brand signal across the platform’s content.
The campaign was fully conceptualised and executed in-house by OSN+’s creative and marketing teams, highlighting a continued investment in building proprietary creative capabilities.
Teresa Rio, VP, Marketing & Brand at OSN+ & Anghami said, “We wanted to create something audiences don’t just hear, but recognise instantly. This isn’t just a campaign asset, it’s a creative approach designed to make our genres and stories immediately identifiable as OSN+.”
The anthem was developed through a hybrid creative process, using AI as a creative accelerator to rapidly prototype and test over 160 variations of lyrics, rhythm, and structure, before being refined by in-house creatives and music specialists.
Music expertise from within the OSN group ecosystem supported the development, ensuring both technical precision and cultural relevance. The campaign launches alongside key titles, including the new seasons of Euphoria and FROM, among others.
Designed as a flexible campaign asset, the anthem will extend across advertising, social media, platform interfaces, radio and cultural moments, creating a consistent and recognisable audio signature across every audience touchpoint.
The anthem will roll out across the UAE, Saudi Arabia and Kuwait as part of OSN+’s wider 2026 campaign, integrating across key audience touchpoints throughout the year.
By translating genres into sound, OSN+ is using music as a strategic memory driver, strengthening brand recall and creating a consistent and recognisable presence across every touchpoint.
