Why is this work relevant for Integrated?

This biopic of a political figure of South India, was brought to life in different languages across the country. In order to create a greater resonance the show was promoted from the lens of the protagonist herself. The strategy was to throw light on the larger than life aspect of the character. When different aspects of the lives of a renowned person is drawn attention to, does the person occupy the biggest mind-space in the minds of the audience. With this insight in mind, different tools were used to draw eyeballs and drive home the various phases of Shakthi’s life.

Background

The objective of the campaign was to open the floodgates of regional content in India. Through this larger than life depiction of the protagonist in regional languages, the brand wanted to create a larger resonance with the masses.

Describe the creative idea

360 degree campaign Usage of Technology Bringing Queen to Life The Launch on Ground Digital Amplification

Describe the strategy

To create intrigue across markets, a comprehensive 360-degree plan was formulated ranging across multiple consumer touch points using different vehicles that garnered a massive watch-time of over 395 mn till date.  The first piece of communication to go up on the platform, introducing the viewers to Shakthi Seshadri, was the trailer, which was abuzz with rave reviews from the viewers and critics.

Describe the execution

One of the biggest innovations was done with Google Lens, Google’s A.I. powered visual search tool. To get the audience to navigate through the journey of Queen in their preferred language, making MX Player the first Indian OTT player to use Google Lens. The platform effectively used these multiple ads in newspapers to geo target audiences across key markets including Chennai, Hyderabad, Kolkata, Mumbai and Delhi. Using this technology, users were able to point their phone cameras to the code on these newspapers which immediately directed them to the site to watch the trailer in the language of the newspaper.

List the results

The show witnessed a 6X increase in Tamil consumption on the platform post the launch of the show. The platform saw a phenomenal 61% increase in online DAUs and 94% increase in streaming DAUs from the Tamil Nadu region. Queen surpassed the performance of Big Boss, which was the top-performing TV show on the platform, by a massive 152% within a span of 2 weeks since launch. The earned media coverage on the platform was a whopping INR 11 Cr The overall media campaign for the series garnered a reach of 234 MN