The document provides an analysis of Surf Excel India's "TV Off LIFE On" campaign from February 1st to March 15th, 2013. The campaign aimed to increase awareness of the negative effects of excessive TV watching and encourage parents to spend more time with their children outdoors. Key aspects of the digital campaign included a Facebook page, pledge application, expert videos, and blog contest. Over 29,000 new fans joined the Facebook page and engagement tactics like polls and user-generated content were successful in driving interactions. The analysis shows the campaign was effective at promoting the message of switching off the TV and experiencing the benefits of outdoor activities.

1. TECHSHASTRA (I) Pvt. Ltd.
TV Off LIFE On Campaign – Activity Analysis
Surf Excel India and Surf Excel Matic
Duration: 1st February to 15th March, 2013

2. ONTENTS
Source: COAI
 What is TV Off Life On?
 Covering the Digital Ecosphere
 Website Activation
 Content Strategy on Facebook
TECHSHASTRA

3. TECHSHASTRA (I) Pvt. Ltd.
The Insight:
Parents worry about kids spending too much time in front of TV & computer screens. One half of the day is spent in school while the
other half is spent doing home-work. This leaves very little or no time for them to get out of the house and experience the
outdoors, hence missing out on various outdoor activities that impart key lessons and facilitates overall development in children.
Why is Surf Excel India encouraging TV Off, Life On!
Surf Excel believes that to really achieve our potential, human beings need to be free to experience the world. Which is why they
say, daag achhe hai- the mother encourages the child to really experience nature without any worries about dirt and stains on clothes.
In a similar manner, Surf Excel believes in the TV Off-Life On campaign being run on social media right now, the third year it is
encouraging mothers to switch off their TV sets and experience the benefits of being out of doors.
The TV Off-Life On Campaign

4. TECHSHASTRA (I) Pvt. Ltd.
Parents worry about kids spending too much
time in front of TV & computer screens.
One half of the day is spent in school while the
other half is spent doing home-work.
This leaves very little or no time for them to get
out of the house and experience the outdoors,
hence missing out on various outdoor activities
that impart key lessons and facilitates overall
development in children
Consumer Insight

5. TECHSHASTRA (I) Pvt. Ltd.
Why does Surf Excel India encourage TV Off, Life On?
Surf Excel believes that to really achieve our
potential, human beings need to be free to experience
the world. Which is why they say, Daag Achhe Hai!
The mother encourages the child to really experience
nature without any worries about dirt and stains on
clothes
In a similar manner, Surf Excel believes in the TV Off-
Life On campaign being run on social media right
now, the third year it is encouraging mothers to switch
off their TV sets and experience the benefits of being
out of doors
The Idea

6. TECHSHASTRA (I) Pvt. Ltd. The Campaign
The ‘TV Off – Life On’ aims to increase the awareness about the ill effects of watching TV and urge
parents to spend time with their kids, thus enriching the bond between Parents and Children, along
with helping children to explore, imagine, visualize and grow

7. TECHSHASTRA (I) Pvt. Ltd. Key Stages of the Activity
• Facebook updates to create dissonance in the minds of moms about kids’ excessive TV watching
habits
• Suggesting fun activities for moms & Kids to spend time together away from TV
• Take a Pledge Application to urge moms to pledge their support for the campaign
• Ask the Expert - moms get a chance to ask eminent psychologist Dr. Varkha Chulani about their
top child related concerns
• My Blog Contest – Invited users to share their own stories and experiences around TOLO

8. TECHSHASTRA (I) Pvt. Ltd. Covering the digital ecosphere
• Dedicated page on the Surf Excel website leading users to Facebook & Twitter channels
• PR articles & display banners on popular parenting websites frequented by the TG to amplify the
TV Off Life On initiative to beyond the Facebook audience
• Social media (Facebook & Twitter) hub of the engagement
• YouTube for videos and Ask the Expert answers from Dr. Varkha Chulani
• Blogs with real life stories and experiences, hosted on the Surf Excel website

9. TECHSHASTRA (I) Pvt. Ltd. Key Activities on facebook: Take a Pledge
3000+ Pledges
from all over India

10. TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Ask the Expert
50 Questions
445 YouTube Video Views

11. TECHSHASTRA (I) Pvt. Ltd. Key Activity on facebook: Blog
180 Entries Received

12. TECHSHASTRA (I) Pvt. Ltd.
Snapshot of Activities on Facebook

13. TECHSHASTRA (I) Pvt. Ltd. Surf Excel India– Social Presence
• Likes on the Page: 1,138,353
• TAT: 29,092

14. TECHSHASTRA (I) Pvt. Ltd.
More than 29,000 fans have joined our page during the campaign
TOLO - Dashboard

15. TECHSHASTRA (I) Pvt. Ltd. Owned, branded images created amplification

16. TECHSHASTRA (I) Pvt. Ltd. TOLO - posts
We took different routes with posts to always keep the community engaged
1 – 360 Degree promotion with PR articles, Display Banners & Facebook Ads to gain maximum traction
2 – Started off with dissonance posts & got the moms conversing
3 – Generic TOLO posts – suggested activities for moms and kids
4 – Launched & promoted the pledges application
5 – Ask the experts, accumulated all the questions from users & launched the video towards the end of the
campaign
6 – Launched the Blog contest

17. TECHSHASTRA (I) Pvt. Ltd. Content shared by users on the wall
Moms expressed their support for the campaign!

18. THANK YOU