ANDPictures’ digital agency, TheSmallBigIdea roped in stand up comedians Ashwin Mushran and Amogh Ranadive to promote their interactive application Dil Se. In a one of a kind interactive campaign, the audience’s tweets were converted into videos within minutes of them being posted.
ANDPictures, the interactive movie channel from the stable of Zee Entertainment Enterprises Ltd (ZEEL) recently launched an interactive application called Dil Se, which allows people to record and upload messages for their favourite celebrity. The recorded messages are then sent to celebs for them to reply with personalised messages for their fans.
The audience had to tweet to the channel, the extent to which they would go to catch the attention of their favourite star. While audiences flooded AndPictures timelines with crazy ideas in the form of tweets & posts, Ashwin Mushran, Amogh Ranadive and the agency were busy converting the tweets into video sketches. The gags told the audience how their ideas of impressing their stars might not to be the best, by mocking the idea itself. The videos were hilarious and that attracted more than 6 lakh impressions on twitter alone.
Harikrishnan Pillai, Founder-Director, TheSmallBigIdea shared, “Our route was twisted and twisted works. People didn’t expect their version of celeb-love to come out in such funny manner, and that too within minutes of them tweeting. Good part is that people were OK to laugh at themselves. The giggles ended at 6 lakh impressions, validating the efficacy of the idea too.”
Deputy Business Head – Hindi Movie Channels, Ruchir Tiwari added, “The end objective was to make people aware of this application. The core message was beautifully weaved around the social activity, giving us dual advantage of creating great online content and marketing the digital property.”
Check out the videos here:
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