Categories Name : SPECIAL AWARDS

Sub-Category : Best Integrated Media Campaign - Films/ TV Shows / News Shows / Events

Entry Name (Campaign) : change her not

Brand Name : zee tv

Metal : Gold

Covering Note / Overall Experience

This concept is to resonate with the vast majority of Indians and hence to bring this concept to life, ZEE TV created a thought-provoking marketing campaign to drive conversation & debate around the show Kaleerein & its main theme- the disconcerting reality of the way we go about the ‘business’ of marriages in our country.
To create a clutter breaking communication that triggers conversations around the show premise and the larger social issue at its core- unfair expectations from women to change themselves for the sake of marriage, thus setting a favorable context for the show launch.

Concept

This concept is to resonate with the vast majority of Indians and hence to bring this concept to life, ZEE TV created a thought-provoking marketing campaign to drive conversation & debate around the show Kaleerein & its main theme- the disconcerting reality of the way we go about the ‘business’ of marriages in our country.
To create a clutter breaking communication that triggers conversations around the show premise and the larger social issue at its core- unfair expectations from women to change themselves for the sake of marriage, thus setting a favorable context for the show launch.

Innovation

Since the idea was to mirror a harsh social reality in the most hard-hitting and objectionable way possible, in order to drive conversations around a social issue, the website was modelled along the lines of a typical e-commerce platform with features such as ‘Trending Brides’, ‘Top-Searched Categories’, ‘Bride-Guide’ (blog section), ‘Bride Profiles’, reviews and ratings on those profiles, as well as testimonials from people who has supposedly availed of the services of the website, and so forth.

Execution

Launched a social experiment mysonikudi.com, India’s first web portal that helps one to find the perfect ‘made-to-order’ bride that would fulfill all the demands of the seeker. The website objectified women by compartmentalizing them in multiple cringe-worthy segments like 'Wonder Chef', 'Bachat Focused', 'Agyakari', 'Gharelu', 'Sansakari', ‘NRI-Ready’ and ‘Fair Skin’ among other stereotypical tags which are associated with a 'perfect' Indian bride.
The campaign took an unconventional route to drive the message and create an impactful communication STAGE

Results

The campaign got phenomenal response on social media
• Total Tweets – 1 lac +
• Unique authors on Twitter- 26000 +
• Total Social Media impressions 584 M +
• Total reach 82 M+