The Campaign

The idea was to take interesting stories, edit them for instant consumption and repackage them for 'Timeline viewing'. Perfect for scroll, pause, view, scroll viewing. What we call 'Snackertainment' - bite sized morsels of entertainment bursting with flavours of inspiration, aspiration, pride and feel good.

Creative Execution

Videos were edited into 1 minute long shorts in such a way that the most interesting part of the story was revealed within the first 10 seconds to grab their attention and get them to watch the rest. We also made them mute viewing friendly with crisp supers. We released them at the timings most conducive for highest engagement based on page analytics.

Over a billion impressions. Over 150 million views. Reached over 500 million people. Confirmed by Facebook that the video consumption on History TV18 Facebook page had beaten even the GECs and popular channels like MTV. Since the SFCs were cut from our own content the cost to us was zero while the earned media of over $10 million which is huge in India.

But between 6 second vines and 5 minutes to few hours long videos, there was a gap. A gap exacerbated by poor broadband speeds, high cost of internet and impatience of the youth. They didn’t want the whole 5 course meal. But short entertaining videos that they could consume any time anywhere. We pored over analytics to find out what was it that our audience enjoyed the most, when did they enjoy it the most and how did they enjoy the most. Armed with that we set about creating the OMG! Yeh Mera India SFCs (Short Form Content).