Creative Execution

Create the world’s first live-streamed, Anger Management facility and put the remote control in the end user’s hand. The user was allowed to vent his rage on a crash test dummy at a remote location, with 7 unbelievably comic actions fueled by his posts and tweets. The Microsite became each user’s control panel to unleash their anger on the dummy in an immersive integrated experience. He could tag his friends via Facebook or Twitter, and describe why he was exercising his rage on them. We even ran Destruct-o-matic banners to boost traffic.

The site was a bash! The Destruct-o-matic was as successful as it was entertaining to use. There were over 4,86,507 views on the Microsite in just a month, with over half the users referring their friends. People spent 2 minutes and 28 seconds on the site on average and 73% used multiple actions during their experience. The experience earned over 39,427 social mentions from both users and admirers, along with critical acclaim from Campaign India, Afaqs, Rediff and many many more.

Comedy Central India needed a way to promote Charlie Sheen’s record-breaking primetime show, Anger Management, sponsored by Micromax. The show was already a huge hit in the USA before it made its way across the pond to India. However, the show, which was in English, appealed to more discerning audiences in India, as the concept of Anger Management hasn’t quite caught on in India yet. That being said, India is quite angry as a nation, so here was the opportunity to really leverage that collective emotion to promote the Anger Management show. We needed a creative way of making a comparable bang when it premiered on Comedy Central India, so non-viewers of the show would simply understand what the show is about and would be encouraged strongly to watch it when it aired. The idea? Simple. Create a way for India to vent its (ample) anger.