Background

Situation: Shark Tank is one of the most watched reality shows in the world as well as on our Channel. All kinds of entrepreneurs present their ideas and solutions in the form of products and services for all kinds of problems. This year we decided to do something different. Brief: We wanted to look beyond the cliched showcasing of entrepreneurs and ways to start business etc. and come up with something that would disrupt the way we approach the show. Objectives: To drive viewership towards Shark Tank, without mentioning the show at all along with creating intrigue about this the 'Magical Sipper'

Describe the creative idea

To create intrigue in the minds of a demography who are extremely familiar with the concept of Shark Tank, we created a completely outrageous product - Shark Fin, a sipper drinking from which, will provide you with the solutions to any problem you are facing, however random. Of course, we totally made it up. Through a completely outrageous video, we spoke about this magical sipper, and drove our viewers to a microsite, where they could order the sippers for free. All they had to do was to fill in a ridiculous problem for which they wanted Shark Fin for. To the people who received the sipper, they opened it to find a note which had the big reveal - creativity doesn’t come out of a faucet, but to get the right inspiration, you can watch Shark Tank on Colors Infinity. And through digital we bought audience to T.V

Describe the strategy

Data Gathering: Paan spitting is one of the TOP problems in India and Indian’s being known for their “Jugaad” (resourceful) approach to find solutions for problems haven’t been able to find a solution for this problem. Target Audience: Millenials in India who love the Jugaad approach & find the easiest/fastest solution to problems. Relevance to platform: Campaign was conspicuously satirical, & yet created an intrigue in the minds of our millennial viewers. Our strategy was not to create a campaign to preach or teach people about business, but to actually make them tune-in to the show. Approach: Primary approach was to use Humor to make people aware about Paan Spitting and what you could do if you have such a problem. So we let our Shark Fin, product be the hero, and we let intrigue do the rest. We got people talking about the show without even talking about it!

Describe the execution

Implementation: We created a funny/ ridiculous video about a man; frustrated with the Paan (betel leaf) spit that is rampant across India. He encounters Shark Fin, a Magical sipper that provided him with a solution of a paint that will reflect the spit back at the face of the person. We encouraged viewers to visit our microsite & order the fin to provide them with similar kinds of solutions to the problems they are facing. We gave away these cool sippers for free in exchange of a funny problem that people had to share. Timeline: 27th May 2019- 20th June 2019 Placement: Rolled out on all major digital platforms like Facebook, Twitter, Instagram, YouTube complemented with On ground promotions at key youth hangout points. Scale: Digitally uploaded film, Promotions across Digital mediums,Microsite where people could register, share their ideas and earn their own Magical Sipper along with an on-ground activation

List the results

For a niche channel like ours, digital reach of the campaign surpassed the on-air reach. Reach – 22.6 Million + Engagement – 2.3 Million + Video Views – 8 Million Trended on Twitter India for 3 hours, with over 11 Million+ impressions Current season (S10) reach – 1.4 million across TV universe 200% increase in daily time spent (10 min from 3 min last season)