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.