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Leveraging augmented reality to become the bridge between the audience and show, magnifying and personalising it in a way that was unique and intimate.

Leveraging augmented reality to become the bridge between the audience and show, magnifying and personalising it in a way that was unique and intimate.

BACKGROUND

StarPlus was all set to retell the story of Anurag & Prerna with its iconic show Kasautii Zindagii Kay making its grand return. The franchise boasts of a cult following and fanbase, attributed to its soul-touching music to its soul-stirring story of love, betrayal, revenge and retribution. Kasautii Zindagii Kay’ is a tale - Anurag & Prerna’s tale of romance, of Anurag’s unwitting betrayal and lifelong pining for his soulmate Prerna, as it is Komolika’s tale of crooked cunningness and of the vortex of emotions, trials, tribulations, twists and turns all the main characters go through and the upheavals fate plays out for them.

OBJECTIVE

  • 1 Build anticipation for the launch of the retelling of an iconic show franchise
  • 2 Excite the existing fanbase while establishing relevance with a new breed of consumers

INSIGHT


Audiences connect with their favourite shows in a manner that they find themselves in the plotline, characters, elements & the emotion

With a show like Kasautii Zindagii Kay, the elements around the show - the title track, the iconic dupatta and the romance linked to it was well identified with the viewer base




IDEA

Enable audiences to be a part of the Kasautii Zindagii Kay experience, in a way that they roleplay their beloved characters themselves

APPROACH



When it comes to iconic shows, it is critical that the experience is authentic and results in intimate memories that are long lasting. Whatever be the experience, it is imperative that it is participative and engages the senses in a way that it evokes a human response

For Kasautii Zindagii Kay, ne of the most memorable aspects of the show was the Anurag Prerna pose which was replicated in the form of a statue which doubled up as an experience zone. These were set up across busiest locations across cities allowing for an experience that is synonymous with the show.

Using iconic elements like the dupatta the experience allowed users to roleplay the characters. The outcome was them being cast against the title track with an interplay and interaction with show elements giving people a chance to feel the romance that the show brought along. We leveraged augmented reality to become the bridge between the audience and show, magnifying and personalising it in a way that was unique and intimate.

The music video of them with the red dupatta was sent on the spot through email for users to share it on their personal profiles, setting the stage for the launch and creating intimate memories that allowed the participants to connect emotionally with the show and it's characters.

OUTCOME

  • The statues were set up at 10 different cities and the onground AR activity generated 3000+ unique videos. The activity had a total reach of 24.17mn.

  • Conversation Trends No.1 Nationally

  • Social Sentiment 32Kmentions expressed 99% positive Sentiments

  • Character Affinity #1 Buzziest Character on Social Media