1. Case Study – Satyamev Jayate
http://telibrahma.com Follow us on http://www.facebook.com/PointARTApp
BUSINESS CASE
Satyamev Jayate a talk show that highlights various sensitive social issues prevailing in
India. The objective was to generate necessary interest and buzz about the show and its
calling. The idea was to leverage the print ad that was published on the day of the
premier and reach out to the audience in an engaging way.
SOLUTION
The print ad that communicated about the show was
augmented to deliver meaningful engagements. Thus
drive a social responsibility among the urban youth.
The ad that featured the youth icon Aamir khan was
transformed into a touch point to begin a relationship
with the target reader base. Readers were urged to
capture the print Ad through POINT to receive various
engagements that included the promotional song
&videos, social connect to the show on Facebook and
twitter etc. A “set reminder” feature was provided
along with other engagements to ensure additional
drive for the show.
RESULTS
Around 5,000 users engaged with the Satyamev Jayate campaign in a single day that
showcased one of India’s leading icons, Aamir Khan. 53% of the total users set
reminders for the show that indicates the consumer interest generated. 20% of users
who engaged with the Ad watched the Satyamev Jayate Love Song that reflected the
humanity & nationality.
HIGHLIGHTS
The campaign delivered supported majority of the phones in the market including
feature phones. This ensured that the message reached across reader profile that stood
up to the campaign’s theme of connecting to every Indian.