Categories Name : COMMUNICATION

Sub-Category : Best Use of Content Marketing

Entry Name (Campaign) : Badtameez Dil

Results

The campaign was executed entirely digitally as we wanted to leverage viral marketing and create a bustling trend around the phrase ‘Karan Badtameez Hai’. We initiated the campaign with the lead actress, Riddhi Dogra’s post saying “Karan Badtameez hai”. She confessed on her Instagram handle that she got her heart broken by Karan and asked the audience if they had had the same experience with a Karan. Soon, the conversation was joined by well-known TV personalities such as Karan Singh Bora and Karan Wahi. This set off a chain reaction that was quick to spread across the internet. To amplify the trend, we also collaborated with popular content creators like Sagarcasm, The Indian Memes, The Indian Idiot, and Rashi Acharya. Later on, other brands like JBL, Park+, Proost and Smagz Foods organically joined the conversation. The campaign further generated immense attention from the audience with #KaranBadtameezHai going viral on Instagram. 100K+ Karans were tagged in various related posts on both Instagram and Twitter. Following the activity, the show’s trailer on YouTube received 10 Million+ views and overall the activity garnered 35M+ reach.