- 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
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.
MUSIC AS UNIFYING EMOTION
Music as a central thread to the character & story as an unifying emotion allows transcendence across audience cohorts
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
- Video consumption - 21.1M
- Impressions - 21M
- CPV - 0.37
- Engagement - 110K
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.
- 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
- Video consumption - 1.76M
- Impressions - 12M
- Engagement - 69K
- Video consumption - 386K
- Engagement - 12K
Video Consumption 29.21M
Organic Video Consumption 2.91M