Categories Name : COMMUNICATION

Sub-Category : Best Use of TV

Entry Name (Campaign) : When Kapil Sharma shot his show in the safest VolksWagen Taigun

Results

We analyzed the viewership data of "The Kapil Sharma Show" and found that the initial part of the show, where Bollywood stars or celebrities are present, gets the most traction. Also, viewership can vary in the latter part of a particular show if audience do not find the content interesting and engaging. We also learned that people watch the "coming-up" window with curiosity about what will happen next in the show after they return from the break.
Based on this insight, we placed our integration in the "coming-up" window in the initial part of the show, where popular Bollywood stars and well-known personalities from different backgrounds such as sports, etc. are present. This also helped us to reach out to the maximum audience who had tuned in to watch the show. We also designed the integration window with Volkswagen branding to enhance visibility and brand recall.
In addition to this, we had a surrounding plan that included sponsorship of other top programs on Sony TV, as well as an ongoing FCT campaign which helped us to maximize reach. The results of this campaign were very successful. We saw a 3x increase in search for the Taigun, and sales increased by 20%. On the day of the integration and the day after, we saw a 2x increase in enquiries. Overall, the campaign reached 374 million people, generated 1739 million impressions, and achieved 195 GRPs.