Amazon miniTV partnered with popular TV personalities and influencers, encouraging the creation of user-generated content for 'Badtameez dil'. The idea behind the campaign was to revive the 'Sonam Gupta Bewafa Hai' trend.
This case study highlights how Amazon miniTV utilized a trend to generate conversations around their show 'Badtameez dil'.
Brand
Amazon miniTV
Agency
SoCheers
Category Introduction
Currently, the OTT sector constitutes approximately 7% to 9% of the overall entertainment industry in India and continues to showcase immense growth potential. The OTT industry’s growth trajectory is attributed to several factors, including the affordability of data plans and the increasing popularity of short-form content. There are numerous shows, series & movies released direct to OTT every month and for a show marketing to stand out, you need campaigns that can grasp the audience's attention away from everything else that is happening on the internet.
Brand Introduction
Amazon miniTV is an online streaming platform, hosted inside the Amazon shopping app that offers a wide range of content, including shows, movies, and short videos for free. The platform provides content to viewers across various titles and genres. Some of its famous shows include Crushed, Case Toh Banta Hai, Farzi Mushaira, Hunter, Physics Wallah, Sixer and more.
Summary
Amazon miniTV was set to launch their highly anticipated show, ‘Badtameez Dil,’ featuring the dynamic duo of Barun Sobti and Ridhi Dogra and created by ‘K’-series maker Ekta Kapoor. Like most big title launches, SoCheers' idea was to create enough noise around the trailer and drive people to experience the story of the series while enabling them to make the decision of watching the show on the service eventually.
To make sure the world took notice of this unconventional love story, the agency attempted to approach it differently. Instead of playing on the storyline of the series, miniTV built up Karan's character on the internet, which is played by Barun Sobti.
Everyone knows a ‘Karan,’ because of the popularity of the name in the 90s. Based on this idea, the campaign was born.
Objective
The objective was to engage a wide audience, especially targeted at audiences who consume GEC shows on TV, generate organic conversations around the show, and increase viewership for the show.
Brief
The brief emphasized on creating a buzz about the platform's show and engaging the audience through a viral spike moment.
The goal was to pique the curiosity of the show's fans. The team connected the protagonist's name 'Karan,' which is widely common in India, with the show's title ‘Badtameez Dil’, sparking an internet-friendly phrase of "Karan Badtameez Hai."
The idea was to build this phrase like 'Sonam Gupta Bewafa Hai', the words written on a Rs 10 note which had taken the internet by storm about a decade ago.
The campaign also seemingly aimed at taking the audience back to this trend and giving it a playful twist.
Challenges
The main challenge was to ensure that the trend ties back to the show and doesn't get lost as just another trend on the internet. It was important to close the loop and drive people back to sampling the trailer of the show.
Other challenges in execution was to ensure that it was playing out as planned and getting picked up at the right places, so that it would gain the required momentum to shape into a pop culture trend. This required crafting captivating content that resonated with the audience, sparking their curiosity and prompting them to join the conversation.
Execution
The campaign wanted to build the character and get the audience to talk about Karan. miniTV initiated the campaign by getting its lead actor, Ridhi Dogra, to post “Karan Badtameez Hai." She confessed on her Instagram handle that she got her heart broken by Karan and asked the audience if they have had the same experience with a Karan. This set off a chain reaction that was quick to spread across the internet since the audience started talking about their break-ups with Karan.
Following our rollout plan to the T, we strategically played out the "Karan Badtameez Hai" trend to achieve widespread adoption and virality. We leveraged Instagram as the catalyst, starting with Ridhi Dogra's playful post and engaging caption to capture the audience's attention.
This set the ball rolling and all Karans started commenting and engaging with Ridhi's posts.
The viral trend gained further momentum when popular TV personalities like Karan Singh Bora, Karan Wahi and more too enthusiastically joined the conversation, further amplifying the ‘Badtameez Dil’ trend making their fans go crazy. So much so that a person named Karan who randomly tweeted saying that he has been getting alot of DMs saying, you are badtameez..
After Ridhi Dogra’s post on Instagram, Barum Sopti, who also portrays the lead character along with the former in Amazon miniTV's highly anticipated show, Badtameez Dil, took the audience to YouTube to watch the trailer of the show. This is when the netizens found out what the whole anticipation was about.
To amplify the trend, we collaborated with popular content creators like Sagarcasm, The Indian Memes, The Indian Idiot, and Rashi Acharya. The participation of well-known TV personalities such as Karan Singh Bora and Karan Wahi further fueled the 'Badtameez Dil' trend.
Encouraging user-generated content added to the organic conversation and generated funny and relatable content. This successful activity generated immense engagement and anticipation leading up to the premiere of "Badtameez Dil."
The show's trailer on YouTube received 10 Million+ views and engagement post the activity
Social media posts on Instagram and Twitter related to the campaign reached millions of audiences worldwide. It consequently resulted in increasing engagement, likes, shares, and comments across the platforms.
Brands like JBL, Park+, Proost and Smagz Foods were some of the brands that joined the conversation.
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