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LEVERAGING MOBILE TO DRIVE PURPOSEFUL ENGAGEMENTS AND BUILDING THE CHARACTER KULFI AS AN ENDEARING MUSICAL PRODIGY

LEVERAGING MOBILE TO DRIVE PURPOSEFUL ENGAGEMENTS AND BUILDING THE CHARACTER KULFI AS AN ENDEARING MUSICAL PRODIGY

BACKGROUND

The show centres around Kulfi, a little girl but a musical prodigy with a great natural talent. She is untrained yet has with the ability to sing any tune, learn any music and find rhythm from any noise.

Kulfi Kumar Baajewala is a story of reuniting father and daughter. Kulfi’s only way of finding and bonding with her father will be through her gift of singing. This made music the central element guiding the projection of Kulfi

OBJECTIVE

  • 1 Build ‘Kulfi’ as an endearing character that the audiences can relate to
  • 2 Amplify the existing noise around Kulfi attributing to definitive character recall
  • 3 Drive involved sampling and purposeful engagements

INSIGHT

CATEGORY INSIGHT

Affinity for a channel is built through its content, however affinity to the content is driven by it’s characters.This makes it critical for the channel to narrow the divide between the audience & their favourite characters to enable a deeper connection with the brand.

unifying-emotion

HUMAN INSIGHT

Relatability, affinity & love for characters deepens only when they lend context beyond the show & intersperse with life

charactar-building

THE IDEA


Bridge the gap between Kulfi & audiences - Kulfi is just a missed call away



APPROACH

Kulfi and her formula for happiness



For Kulfi, 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. The secret of her happiness - music

Music was the most prominent and overtly relatable element that embodied the character and best device to offer a compelling narrative

People participation was invoked through a promo on air with Kulfi provoking users to come and discover her formula for happiness.




Enabling convenient discovery - Click to give a missed call Web-exclusive promos were used as invitations via Facebook clickable banners & first of its kind Click to call YouTube in stream ads taking you directly to the dial pad. This allowed for reduced barrier to entry enabling maximum participation.



Engaging through the mobile ecosystemT

This was further extended with stimulus across relevant mobile apps with banners directly leading to them placing a call.

Going beyond the screen




Communication was further extended through on-ground through cab branding, railway jingles, metro station branding, celeb push




RESULTS

Audiences across geographies dialed in average of 3 to 5 times from our key Hindi Speaking Markets

  • Over 17.28 lac+ PEOPLE DIALED IN TO LISTEN TO THE LITTLE NIGHTINGALES MELODIOUS VOICE

  • Average consumption time 67 sec SURPASSING THE AVERAGE BENCHMARK OF 22-25 SECS BY 220%

  • Conversion Rate 30% FACEBOOK & YT INSTREAM INNOVATION ACHIEVED THE PERFECT BALANCE BETWEEN MESSAGE, MODALITY & ACTION CONTRIBUTING TO OVER 2.74 MN CLICKS

  • Ormax Characters India Loves #2 Kulfi was scaling heights at #2 on the CIL Report for July-Aug. Sikander was the fastest growing fictional character at 50% according to Ormax