TELEVISION'S MOMENT OF TRUTH ON SOCIAL MEDIA

Short List
TitleTELEVISION'S MOMENT OF TRUTH ON SOCIAL MEDIA
ClientSTAR INDIA PVT LTD
Product / ServiceSACH KA SAAMNA- TV SHOW
CategoryC01. Viral & Email Marketing
EntrantMINDSHARE Mumbai, INDIA
Entrant Company:MINDSHARE Mumbai, INDIA
Advertising/Web Design Agency:MINDSHARE Mumbai, INDIA

Credits

Brief Explanation

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.

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