Star Bharat
01
Covering note
Our aim was to establish spread awareness among the audience about the rebranding of Life OK as Star Bharat through the strategic use of different marketing channels.
We wanted to launch the channel with a new philosophy, fresh content, and a strong line of communication that established the brand ethos.
‘Fear is what stops us from doing things’ taking this as an insight, the overall brand communication was crafted called ‘Bhula De darr, kuch alag kar.’
We strategically leveraged the power of integrated marketing mediums and establish the new brand communication, ‘Bhula De darr, kuch alag kar.’ With this, we not only wanted to regain the viewership of our current audience but also reach wider communities.
02
Concept
We had to strike an emotional chord within the audience through the communication that touched hearts and left an impact on their minds.
‘Bhula de darr, kuch alag kar’, was the perfect example of inspiring the community and urging them to take a step to do something different.
We launched the ‘Mat Kar’ films showcasing the existence of reverse psychology in our society. We created the ‘Mat Kar’ innovative banners that tapped into the clichéd mindset of the audience. These films made the audience take a step back and think of instances and times when they were denied the opportunity to fulfill their dreams.
To further boost the confidence of the audience we launched an inspiring anthem composed by A.R Rahman that beautifully captured the essence of the new communication.
To showcase different character journeys that resonated with the target audience, promos of new shows were launched in tandem with the brand philosophy. We launched 6 new shows on 27th August and every episode was telecasted on air for the first time.
To take the campaign a notch higher, we involved known celebrities like M.S Dhoni, Ajay Devgn, Mithali Raj, Siddharth Malhotra to share their stories urging the audience to ‘Burn Your Fear.’
To conclude the campaign, we seamlessly integrated offline-online activity during Diwali called ‘Darr Ka Dehen’ where we placed ballot boxes for people to burn their fear and burnt a 121ft Ravan to showcase the brand philosophy.
03
Innovation
We launched the brand message with thought-provoking, 30 seconds long, ‘Mat Kar’ films with hard-hitting moments.
We further amplified them through ‘Mat Kar’ GDN banners using the clickbait reverse psychology and received over 56 million impressions.
We created short powerful films with celebs like Ajay Devgn, Mithali Raj, Siddharth Malhotra, and M.S Dhoni, urging the audience to share their fears. It was made more interactive when we used Facebook’s newsfeed to ask users to submit their fears. On Twitter, we leveraged the native feature of Twitter cards to launch the films.
With video being the best form of communication, we strategically used YouTube skip ads to lead the audience to our new promos.
During Dussehra, we latched onto the festival and seamlessly integrated the brand campaign. The event was called ‘Darr Ka Dehen’ which was amplified through offline activities. The activity took place in Lucknow, where we had the celebs of our shows attending the event. We placed ballot boxes at the venue where people could drop their fears. We also burnt a 121 ft Raavan which had the messages (from the ballot boxes) of the people, showcasing the entire ‘Burn your fear’ philosophy. We created vox pop videos and shared them on Facebook and Twitter, and Live videos and stories were shared as real-time content on Instagram.
04
The execution
We launched the overall brand communication on 17th August with the ‘Mat Kar’ films, receiving over 7M views on social media. The films were also promoted on YouTube as bumpers ads garnering over 10M views. They were later promoted as micro instances to create a recall. Over 56M impressions were received on all the GDN banners.
On 28th August, we launched the brand anthem which was composed by A.R Rahman. This was shared by AR Rahman from his account helping us reach a wider audience. The video was cross-posted by the Star Network properties online and aired on network channels.
From 21st to 27th Sept, we launched teasers and promos on television and on digital channels of six new shows.
On 23rd Sept, we launched the ‘Burn Your Fear’ films with M.S Dhoni, Ajay Devgn, Mithali Raj, and Siddharth Malhotra. To curate the fears of people we used Facebook’s newsfeed to ask users to submit their fears which garnered a reach of 8M and 13M impressions. Twitter’s card feature was also explored to curate conversations.
On 30th Sept, during Dusshera with our ‘Darr Ka Dehen’ activity, we created real-time chatter on social media. We spurred conversations on Twitter and Facebook through live videos, Instagram live, and stories.
Reel
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05
The Results
- Over 250 million video views across Facebook, Twitter, YouTube, and Instagram
- Received over 410 million impressions on all social media platforms
- Received an engagement of 500k across social media
- Over 100 million people reached through OBD calls in 2 days in MP & UP
