ANDPictures’ digital agency,
TheSmallBigIdea roped in stand up comedians Ashwin Mushran and Amogh Ranadive
to promote their interactive application Dil Se. In a one of a kind interactive
campaign, the audience’s tweets were converted into videos within minutes of
them being posted.
ANDPictures, the interactive
movie channel from the stable of Zee Entertainment Enterprises Ltd (ZEEL)
recently launched an interactive application called Dil Se, which allows people
to record and upload messages for their favourite celebrity. The recorded
messages are then sent to celebs for them to reply with personalised messages
for their fans.
The audience had to tweet to the
channel, the extent to which they would go to catch the attention of their
favourite star. While audiences flooded AndPictures timelines with crazy ideas
in the form of tweets & posts, Ashwin Mushran, Amogh Ranadive and the
agency were busy converting the tweets into video sketches. The gags told the
audience how their ideas of impressing their stars might not to be the best, by
mocking the idea itself. The videos were hilarious and that attracted more than
6 lakh impressions on twitter alone.
Harikrishnan Pillai,
Founder-Director, TheSmallBigIdea shared, “Our route was twisted and twisted
works. People didn’t expect their version of celeb-love to come out in such
funny manner, and that too within minutes of them tweeting. Good part is that
people were OK to laugh at themselves. The giggles ended at 6 lakh impressions,
validating the efficacy of the idea too.”
Deputy Business Head – Hindi
Movie Channels, Ruchir Tiwari added,
“The end objective was to make people aware of this application. The core
message was beautifully weaved around the social activity, giving us dual
advantage of creating great online content and marketing the digital property.”
Check out the videos here:
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