Categories Name : Web

Sub-Category : Best Banners -Single/ Campaign, Rich Media with or without video

Entry Name (Campaign) : Colors - Jigar Pe Trigger

Brand Name : Colors

Metal : Gold

Covering Note / Overall Experience

It became imperative for Colors TV to grow and adapt to the evolving digital media consumption patterns, which would boost their brand visibility and retention. Therefore, for the 9th season launch of its action-reality show Khatron Ke Khiladi, they wanted to reach out to the fans in a unique fashion.\
With about 140mn users clocking in about 7 sessions a day on social media channels, Facebook, Twitter and Instagram, together, have gained massive popularity amongst Indians. To add to that, video content-consuming users across these platforms have tripled in the past three years, making it the most consumed format of online content.
Keeping these insights in mind, Colors decided to come up with a strategy that innovatively utilized the aforementioned channels’ video post formats, and conveyed the show’s theme of facing your fears with true grit.
Innovative social media video posts were created featuring popular Season 9 contestants Bharti and Avika captured in their element, ‘challenged’ by show-host Rohit Shetty. Creating a visual illusion, two video posts were made to interact with each other – one, with the contestants in a normal-life situation, and the other, with Rohit Shetty viewing them from an angle, setting them up with scary tasks.
Putting them out of their comfort zones was the key element.
Colors identified that on popular social media platforms, Facebook, Twitter and Instagram, consumption of video content was high. Which was ideal for choosing the aforementioned platforms to run our campaign.
Audiences who were ardent fans of the show’s celeb contestants and Rohit Shetty were followed and effectively targeted. Additionally, platforms that enjoyed the presence of ‘sports’ , ‘Bollywood’, ‘adventure’ and other relevant interest-based audiences were also targeted.

Concept

With about 140mn users clocking in about 7 sessions a day on social media channels, Facebook, Twitter and Instagram, together, have gained massive popularity amongst Indians. To add to that, video content-consuming users across these platforms have tripled in the past three years, making it the most consumed format of online content.
Keeping these insights in mind, Colors decided to come up with a strategy that innovatively utilized the aforementioned channels’ video post formats, and conveyed the show’s theme of facing your fears with true grit.

Innovation

Innovative social media video posts were created featuring popular Season 9 contestants Bharti and Avika captured in their element, ‘challenged’ by show-host Rohit Shetty. Creating a visual illusion, two video posts were made to interact with each other – one, with the contestants in a normal-life situation, and the other, with Rohit Shetty viewing them from an angle, setting them up with scary tasks.
Putting them out of their comfort zones was the key element.

Execution

Colors identified that on popular social media platforms, Facebook, Twitter and Instagram, consumption of video content was high. Which was ideal for choosing the aforementioned platforms to run our campaign.
Audiences who were ardent fans of the show’s celeb contestants and Rohit Shetty were followed and effectively targeted. Additionally, platforms that enjoyed the presence of ‘sports’ , ‘Bollywood’, ‘adventure’ and other relevant interest-based audiences were also targeted.

Results

The campaign managed to achieve a 22mn reach, with Avika’s and Bharti’s posts being shared about 354 and 766 times respectively.
With 9.6mn impressions for the launch episode, Khatron Ke Khiladi set an all-time record by being the highest-rated Colors’ non-fiction show.