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LEVERAGING SOCIAL MEDIA PLATFORMS TO SPREAD THE POLITICAL PROPAGANDA OF CHAITU LAL WITH EXCLUSIVE CONTENT

LEVERAGING SOCIAL MEDIA PLATFORMS TO SPREAD THE POLITICAL PROPAGANDA OF CHAITU LAL WITH EXCLUSIVE CONTENT

BACKGROUND

Star Plus roster, primarily dominated by a women centric palette of shows introduced a light hearted political satire ‘Har Shakh Pe Ullu Baitha Hain’. The show underlines issues that resonate well with the country’s masses like the state of education, electricity, availability of clean water, etc. in a satirical, over the top and sometimes slapstick manner.

Har Shakh Pe Ullu Baitha Hain is the story of Chaitu Lal and his family, lending social commentary showcased through 'issues' that Chaitu faces in his day to day life and the way he manages to solve them.

OBJECTIVE

  • 1 Set context and drive intrigue to a first of a kind, political satire Har Shakh Pe Ullu Baitha Hain which is set to be inaugurated on Star Plus
  • 2 Build Chaitu Lal as a character that is central to the show and is key to the narrative build

INSIGHT

India is a politically passionate nation.

A study of voter profile in India reveals that out of about 800 million eligible voters nearly 160 million are between the age groups of 18 to 24 years. With 65% of Indian population is below 35 years of age, and most of them avid social media users, the equation has had a dramatic impact on the democratic exercise in India.

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Political Conversations on the rise

Google trend data shows a significant rise in political conversations with over 20% increase YOY. Political & government related hashtags were amongst the most used hashtags of 2017

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Opinionated Young Population

Even non-voters in this country have strong views for doing so and most of the people are unhappy with something or the other. Politics spawns a lot of interest, arguments, discussions and debates as it is one of the most engaging subjects. However, one thing they all unanimously agree upon is that the politicians could definitely do a better job beyond just ‘propaganda’

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Media influence & ‘Breaking News’ as a motif

Media has played a larger role with ‘Breaking News’ as a commonly repeated and widely understood motif splattered across news screens. Digital natives across the country have been reactive to the media news contributing to a flurry of social conversations

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CREATIVE APPROACH

THE INITIATION

Leveraging the considerable SOV that politically influenced conversations have generated especially by the younger generation of the country & the role of media in generating these reactions helped created a robust and substantial starting point in this journey. India being a politically passionate nation, is well versed with the concept of ‘propaganda’ & manifestos that come to life in just pre-elections. However, all of these promises tend to never see the light of the day in the long run. This made way for a central plank that covered the whole campaign - #Kyaullubanaya - capturing the sentiment of the nation of how every year the common mass gets fooled by the politicos

BREAKING WITH BREAKING NEWS

AAQ1 A2The campaign broke with a series of video capsules that were cast in a typical media Q&A pre-election set up with a reporter asking relevant questions to Chaitu Lal, the central character and him twisting the answers to his own advantage.

Topicality plays a critical role in ensuring a strong uptake and is a key response driver. The questions asked to Chaitu Lal covered topics which have been the most spoken of in the current political scenario in the country - unemployment, population, reservation, crime, etc. A well understood visual motif combined with a familiar pre-election media setup & topical issues manifested into a considerable and substantial initiation point.

  • Video consumption - 12.15M
  • Impressions - 58.6M
  • CPV - 0.28
  • Organic uptake - 47%

CONTEXTUAL PLATFORM INTERVENTIONS - Youtube





Disruption was key to the campaign and this was done contextually by creating purposeful interventions across Youtube's most popular videos with contextual dialogues embedded in sync with the video. Each of the videos the Chaitu Lal was accompanied with Putan, his right hand in the show, allowing for character build and context setting required.





  • Video consumption - 3.8M
  • Impressions - 18.8M
  • CPV - 0.63
  • View Rate - 19.8%

RELEVANT CONTENT ELEVATION - PARODY

Media interactions with the politicos is one of the common sights in the era of 24/7 news channels focused on creating programming focused on the these interactions. One such popular shows - Aaj Ki Adaalat is one of the most widely known shows in the country and thus became an interesting schematic to model the content into.

A parody that ensued used a host interrogating Chaitu Lal in the presence of the public and his family. The film got the audience up, close and personal with Chaitu Lal’s blatant character, ambitions and idiosyncrasies while also showcasing his great Indian family who are his support system and an integral part of his story This was released on Hotstar generating a massive uptake and conversations on the launch day. For the first time in India, promos were shared on Whatsapp with specific video targeting as per markets.

USE OF RELEVANT MOTIFS


Further adding weight to the ‘propagandistic’ nature of the show projection - political cartoon style and comic strips were added to the mix building on the intrigue and drama.

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SURROUND CHARACTER BUILD



The show was further energised by capturing reactions of the universe beyond Chaitu Lal including his family in a similar media byte format led by a reporter to maintain congruence with the content universe and the visual vocabulary of the show.

The propaganda campaign spread across social platforms with branded content at its core was an astounding success and Chaitu Lal’s character found his way into the hearts of his voters - the audience



  • Video consumption - 261K
  • Impressions - 2.1M
  • Engagement - 3.93K

RESULTS

Overall RESULTS

  • Video Consumption 21.42M Across Content & Platforms

  • Impressions 93M

  • Organic Uptake 47%

  • CPV 0.40