Title | TELEVISION'S MOMENT OF TRUTH ON SOCIAL MEDIA |
Brand | STAR INDIA PVT LTD |
Product / Service | SACH KA SAAMNA- TV SHOW |
Category | C01. Viral & Email Marketing |
Entrant | MINDSHARE Mumbai, INDIA |
Entrant Company: | MINDSHARE Mumbai, INDIA |
Advertising/Web Design Agency: | MINDSHARE Mumbai, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Harish Nair | Mindshare | Partner |
Nilesh Chhabria | Mindshare | Director |
Kaustubh Bhatte | Mindshare | Manager |
Megha Khandelwal | Mindshare | Manager |
Haani Mirza | Mindshare | Creative Director |
Warrel Sequeira | Mindshare | Manager |
Ashwin Dutt | Mindshare | Director |
Madan Sanglikar | Mindshare | Principal Partner |
Sudipto Das | Mindshare | Director |
Challenge The Indian government called for a ban on the show “Sach-Ka-Saamna” citing it offensive to India morality. Star-Plus had to cut down on the TV-promos. With dominant TV-arm and mass-media-ads out of the equation, Star needed to find a way to keep the show-theme alive. Solution Create a viral prank which spread between friends, so as to avoid government-censure. The goal behind the game was to get the audience familiar with the show and its concept. The element of prank was introduced to induce viralibility. Result 1 million+ views for the prank translated into 3.4 TVR for the program.