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CONNECTING THE ENDEARING CHILD PRODIGY CHARACTER OF KULLFI AND THE AUDIENCE WITH HEARTFELT WRITING AND SOULFUL MUSIC CONTENT

CONNECTING THE ENDEARING CHILD PRODIGY CHARACTER OF KULLFI AND THE AUDIENCE WITH HEARTFELT WRITING AND SOULFUL MUSIC CONTENT

BACKGROUND

Star Plus roster, primarily dominated by a women centric palette of shows introduced a “Kullfi Kumarr Bajewala” a father-daughter story told through music. The show centres around Kullfi, a little girl is a musical prodigy with a great natural talent who is untrained with the ability to sing any tune, learn any music and find rhythm from any noise. Kullfi comes from a world where she is lonely in her world

The story of reuniting a hurt father and a hurt daughter - both lonely in their worlds. Kullfi’s only way of finding and bonding with her father will be through her gift of singing. So, music in a fictional format will be integrated in a way that is never seen before.

OBJECTIVE

  • 1 To project an endearing character in Kullfi with a universal appeal and compelling the viewers to watch her journey. Drive involved sampling & purposeful engagements

INSIGHT

MUSIC AS UNIFYING EMOTION

Music as a central thread to the character & story as an unifying emotion allows transcendence across audience cohorts

unifying-emotion

CHARACTER BUILDING AS A MULTIDIMENSIONAL EXERCISE

Character building & affinity to the character is possible with the character stepping out of its immediate domain beyond the show story, context that is relatable to the everyday and has interactions/ interventions with the real world

charactar-building

CREATIVE APPROACH

THE INITIATION

Music was chosen as a central plank for the show and was integrated in a fictional format in way never seen before.

The effort had ‘Kullfi’ demonstrate her singing and tunes that encompassed everything that she saw around her. With ‘Kullfi’ as a singer at the core of the campaign the promos were stitched around her melodious voice being the core. Music as a creative device was a powerful bait & stimulus for involved & purposeful discovery and allowed for gravitas towards the character & ultimately the show.

Promos were released showcasing varied traits of Kullfi and how happiness is intrinsically linked to singing and the ability to craft a song on anything that she observes.

Kulfi
  • Video consumption - 21.1M
  • Impressions - 21M
  • CPV - 0.37
  • Engagement - 110K

CHARACTER BUILDING




Exploration of the character began from the lens of threading individual aspects of the character core - carefree response to the world, no cognisance to the malicious, cuteness, happiness that is an outcome, innocence, purity, dance.

Multiformat outcomes - The character threads were manifested through multiple representations - statics, gifs, polls, carousels, promo cutdowns, listicles etc.




Twitter

GOING BEYOND THE SINGULAR DIMENSION




Affinity to a character being a function of the ability to project the character outside the obvious frame of reference us to use Kullfi to use music to comment on things that are are matter of everyday.

Based on Kullfi’s character and her love for singing and making songs, original video capsules were crafted as web exclusive songs on things she is likely to see in her surrounding and sing about with 30 seconders exclusively for Digital




Kulfi
  • Video consumption - 8.2M
  • Engagement - 81k
  • Impressions - 23M

CONTEXTUAL PLATFORM INTERVENTIONS - Hotstar





Disruption was key to the campaign and this was done contextually by creating purposeful interventions in the palette of the existing Star Plus audience base. Leveraging the hotstar ecosystem, a first it’s kind mid-roll ads were integrated with Hotstar content where Kullfi abruptly appeared in the videos of popular shows singing the title tracks of these shows.





  • Video consumption - 6.6M
  • Impressions - 6.6M

CONTEXTUAL PLATFORM INTERVENTIONS - YouTube





Similar interventions were carried out with YouTube skip ads, in search ads with Kullfi urging people to listen to her singing. This was further bolstered with audio banners in line with music as an underlying thread of the campaign.





  • Video consumption - 7.5M
  • View Rate - 30%
  • Impressions - 18M
  • CPV - 0.40

REAL WORLD INTERVENTION





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 digital 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




Twitter
Twitter
  • Video consumption - 1.76M
  • Impressions - 12M
  • Engagement - 69K

LEVERAGING INFLUENCE




Kullfi’s musical challenge was extended to all key Star Plus lead characters and in turn they tagged others to outperform each other. Music being central to the marketing them allowed for an interesting ensemble of influencer content generating relevant & positive SOV for the show.

The campaign truly centered around character building as a core exercise driving affinity by exerting multidimensional effort, making the character relatable to everyday, crafting opportunities for real world interventions making truly involved sampling possible, setting stage for a successful launch.




  • Video consumption - 386K
  • Engagement - 12K

RESULTS

Overall RESULTS

  • Video Consumption 29.21M

  • Impressions 157M

  • Engagement 80K

  • Organic Video Consumption 2.91M

  • CPV 0.32INR

  • Rating #