Why is this work relevant for Social & Influencer?

After having a successful first season, Amazon Prime Video India's show, 'The Family Man', was all set to launch its second season. Having already made its mark in the entertainment space, we further strengthened its quotient with a digital activity, 'The Family Man Job Hunt'. The full-fledged influencer campaign seamlessly brought together the show's lead character, Srikant Tiwari, and the Indian leaders of distinguished global brands (OYO, Dunzo, Xiaomi and NearBuy) in a one-of-a-kind activity. For the first time, leaders of global brands became influencers and created a stir not just on Instagram & Twitter, but also LinkedIn.

Background

'The Family Man' amassed tremendous popularity during its first season, but there was an almost two-year gap between the airing of the show's two seasons. This led to a slight drop in the enthusiasm among the fans when the second season was announced in 2021 and they needed to be re-engaged. With just a few days to go in the new season's launch, the brief was to reignite the fandom once again. We set out to engage the fans in a unique, innovative and relatable way in order to increase the social conversations around the show just in time for the launch of the second season. Moreover, the overall situations of working remotely and increased video content consumption were also considered while devising the overall campaign strategy.

Describe the creative idea (30% of vote)

The second season's trailer showed the protagonist, Srikant Tiwari, move on from his role as a counter-terrorism Indian government official to a corporate job, which left his fans with innumerable questions and curiosity. The idea was to build on it by giving the audience more insight into the situation in an entertaining way. We had an ace veteran Indian actor playing the lead in the show - Srikant Tiwari, get interviewed by 4 well-known leaders of 4 companies: Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO) and Manu Kumar Jain (Xiaomi). Since a majority of the target audience was experiencing Work From Home for the first time, we conducted the interviews over Zoom, upping the relatablility WFH factor of the activity. Deliberately but organically adding "virtual-specific" instances to these videos further added the element of familiarity, so that people can better resonate with the character.

Describe the strategy (20% of vote)

The Family Man’s protagonist, Srikant Tiwari’s, job change was turning heads on digital and social platforms, especially since it is such a distinct shift from being a government employee to the corporate sector. To bring this journey to the audience, we narrowed down and locked on job interviews as a theme. To conduct these interviews, we thought, who better than the ones leading their own, successful companies in India. We handpicked heads and CEO's with certain youth appeal and substantial follower base on social media for maximum impact. They then interviewed Srikant on rather entertaining zoom sessions, drawing the audience in with the relatability of the whole situation, found both in going through interviews as part of your corporate journey and, the more recent, work from home set up.

Describe the execution (20% of vote)

We started the The Family Man Job Hunt campaign by asking social media-savvy entrepreneurs and CEOs of well-known companies to grant Srikant (the protagonist) a chance to work for their company. We kick-started the activity by tweeting (via the brand's handles) that "Family Man" is on the lookout for a corporate job. This triggered fun conversations among fans, celebrities, brands and social media influencers, who replied to the tweets with bizarre job recommendations. 45+ brands organically interacted with us. Industry leaders like Ankur Warikoo (Nearbuy), Kabeer Biswas (Dunzo), Ritesh Agarwal (OYO) and Manu Kumar Jain (Xiaomi) joined the conversations and offered a job interview to Srikant. What followed was a series of interesting videos covering the virtual interviews with these much-admired business leaders that created quite a stir on the internet, resulting in a massive hype just a day before the second season's launch.

List the results (30% of vote)

We received more than 7.4M views and over 142K engagement. We were also able to garner immense organic PR with more than 114 articles published around the campaign, and chatter that extended quite beyond the entrepreneurial & entertainment circles in India.