The campaign, conceptualised by Ogilvy India, touches upon issues like eve-teasing, corruption and drunken driving, and mobilises people to collectively bring about change
Sarmistha Neogy | Mumbai | September 29, 2014
The strongest property on Star Plus, ‘Satyamev Jayate’, is back with its third season and will be aired for six Sundays starting October 5, 2014. Star Plus has implemented an effective marketing strategy for the show’s new season in the form of a series of hard-hitting television promos. The ads, conceptualised by Ogilvy India, highlight the impact of the previous series.
The promo films, with the tagline ‘#Mumkin Hain’, which were released on September 13, 2014, are packed with powerful ads which not only send a strong social message but also remind viewers of the show’s timing. Out of the five TVCs, four have been unveiled and touch upon different issues like eve-teasing, corruption, cruelty and drunken driving.
Gayatri Yadav, EVP, Marketing and Communications, Star India, said, “Satyamev Jayate has always touched upon topics of deep societal relevance. However, with regards to its relationship to the topics on the show, you will just have to wait and watch. The entire campaign has been divided in two phases; the first talks about the change which Satyamev Jayate has brought about, and the second phase talks about how change is possible when all of us become active change agents and act responsibly.”
Commenting on the campaign, Abhijit Avasthi, National Creative Director, Ogilvy India, said, “Satyamev Jayate has come to stand for the possibility of positive change and is symbolic of the collective efforts of all Indians in addressing the wrongs that plague our society. This campaign brings that alive in a light and optimistic way.”
Azazul Haque and Mahesh Gharat, Group Creative Directors at Ogilvy India, observed, “Satyamev Jayate is no more just a programme. It has become a brand that stands for righteousness and voice of the masses. It has become a mouthpiece for all those who stand against anything wrong or unjust. It has become a phrase, a term that can stop people from doing anything wrong, that makes us introspect. And that's the idea of the new campaign. To make people believe that change is possible and only we can make it happen.”
The ‘Bus’ campaign shows a sequence where a pervert is trying to touch a girl and the bus conductor comes to her rescue – not by fighting with him, but by simply informing the indecent man that the new season of Satyamev Jayate is back, so he’d better be scared. The second promo, called ‘Office’, shows how a rich and arrogant man is in a hurry to get his job done and can’t afford to stand in a queue and hence, he bribes the peon. There too, he is reminded and shown his rightful place. The third one, titled ‘School’, shows how a teacher learns a new lesson – that discipline can be taught without violence. The fourth promo, called ‘Car’, shows how a drunken man lets go of his adamance to drive, because his wife refuses to travel with him, highlighting that accidents can be averted if we get more responsible. The channel plans to launch a ‘live show’, closer to the launch.
Star Plus delighted fans by giving them the power to unlock and enable the release of the promo of the new season of Satyamev Jayate exclusively on Twitter before any other online or offline platform. When the ‘Tweet to Unlock’ meter reached 100 per cent, the promo was released on Twitter and sent out to all the people who flocked to unlock it. This initiative alone resulted in over 600 million impressions on Twitter. This was the first time that fans were able to release a show promo into the digital world, showing their passion and excitement for the show. The website www.satyamevjayate.in will continue to remain a highly engaging and relevant forum for Satyamev Jayate fans.
“Satyamev Jayate has become a people’s brand, and digital has played a key role in this. The response the show has got for each of the seasons has been ground-breaking. The most important innovation this year is the ‘live’ one-hour show immediately after the main episode, where host Aamir Khan will interact with people from all over the country. This was based on feedback from our viewers who wished to interact and have their voice heard and their opinions registered. Digital will be a key medium for this, where people can ask questions, share their views and experiences through social media, and this will be broadcast live on Star Plus. This is one more step in taking the show closer to viewers and making it a people's brand,” Yadav explained.
Thumbs up from all
BestMediaInfo spoke to creative professionals, digital heads and brand managers on the effectiveness of the show’s promos. All of them unanimously agreed that they were able to relate to each of the campaigns and that it has touched their emotional chord in some way or the other.
Nancy Bhasin, Creative Planner, D&H Blurb Communications, said, “The two promos that I have watched are damn impactful. The entire thought of the show is put very clearly in the TVCs which are on air. We are at a phase where the country is facing a social awakening, and Star has managed to portray this in an extremely effective manner. The videos have been appreciated and have gone viral on social media platforms. ‘Satyamev Jayate’ has always discussed these topical issues, but for the first time, they have taken to hard-hitting advertising.”
Harish Bijoor, brand expert and CEO of Harish Bijoor Consults, commented, “The promos are stark and bold, and they have certainly created curiosity in the minds of the viewers. The issues discussed are as real as life really is. It can definitely be called a good job.”
Ambika Sharma, Founder & Managing Director, Pulp Strategy Communications, observed, “The promos of the current season tells us that people know that Satyamev Jayate is a change maker, but this season there will be far more seriousness in the topics discussed. There is also a visible transition of advertising; in the last few seasons it was about reaching out to the audience, and this time it is the audience talking about it, and this underscores the effectiveness of the show.”
Saurabh Parmar, CEO, Brandlogist Communications, said, “The promos play well into the fact that Satyamev Jayate is an established brand and stands for the right values. They have managed to address the various sub-sections of society and that change is possible with the line ‘Mumkin Hai’. However, looking at the promos, I feel it is great for the existing audience, but it might be difficult for the new set of viewers to understand what the show is about.”
Anshul Sushil, CEO & Co-founder, Boring Brands, feels the current campaign takes the show to a new level. He said, “Satyamev Jayate is a concept which is known for its hard-hitting realities with an ability to change viewers’ opinions about social norms. The current campaign takes this to the next level. While it exemplifies the true brand essence of the show, it also does shake the viewer and makes a very compelling reason to watch the new season.”
Praveen Sharma, Co-founder & Director, The Square Peg Films, commented, “The entire concept of promoting Satyamev Jayate this time is very different and has had a strong impact on viewers. Two different kinds of promotional videos, one showcasing the results that were achieved after the issues were raised in previous episodes and the other highlighting current issues and how they can be addressed by watching the show, are motivating. The messaging is such that a person who has not followed Satyamev Jayate earlier will also be instigated and excited to watch the show. The tagline ‘Mumkin hai’ has a direct connect with our day-to-day lives.”
Iyer Premkumar, Head, Online Marketing, Gozoop, said, “The promos have done their job right in terms of communicating what viewers can expect in season 3. The message, ‘Mumkin Hai’, is very strong and clearly put across to hit the right emotional chord. On top of that, the scenarios shown are something most of us can closely relate to. The classroom scene made me nostalgic. I'm sure, with the positioning in place and the way this season is being promoted on social media, Satyamev Jayate will set new heights."
Client: Star Plus
Creative Agency: Ogilvy & Mather, Mumbai
Creative Team: Abhijit Avasthi, Mahesh Gharat, Azazul Haque, Shahnawaz Qadeer, Abhay Manachekar, Adwait Kulkarni, Alisha Sharma Planning: Khushnuma Daruwala
Account Management: Walter Noronha, Pratik Koltharkar, Faisal Mahfooz, Saurabh Talpade, Yusuf Rizvi
Production house: Corcoise Films
Producer: Kunal Kamra Director: Vishwesh Krishnamoorthy