Client Brief

Create a digital marketing campaign for the launch of Indian film superstar Rajinikanth's silver screen debut with a new segment of 'Into the Wild' with world-renowned survivalist Bear Grylls.

Idea

A digital promotion with a movie marketing strategy at its core. We gave Rajinikanth’s fans a means for celebration for his TV debut with #ThalaivaOnDiscovery Song and #ThalaivaOnDiscovery Dance Challenge.

Execution

We created a Tanglish song and music video which struck all the right chords with the South- our target audience. It was made available for download on a first-of-its-kind dedicated Thalaiva-themed microsite.

#ThalaivaOnDiscovery Dance Challenge - A UGC campaign to promote the show was created.

Entries were received through from all platforms including the microsite, Instagram, Facebook, Twitter, YouTube and even Tiktok.

Regional, macro and micro-influencers were used to spread the enthusiasm and amplify the response.

Result

The challenge received 1300+ entries with 13,831 total website visits and 1164

total song downloads.

The music video received 18MN+ reach, 32MN+ impressions, 74K+ engagement, and 7MN+ views.

On the day of the show launch, #ThalaivaOnDiscovery was trending at no.2 on Twitter in India.

The show was one of 2020’s highest-rated premieres in the infotainment genre. 

The overall campaign received a total of 1.41B reach, 32 MN+ views, 3.32B impressions, 1MN+ engagement.

The overall Discovery follower base grew considerably with the Facebook fan base seeing a 10,000+ increase, Instagram follower base increased by 41,000+, Twitter followers increased by 6,000+ and YouTube subscribers increased by ​​​75,000+.

Chimp&z Inc

Full Service / Creative

  1. Mumbai

Services

Clients

Category Experience

Employees

100+ Employees

Other Projects
World TV Day #TumseHumareTaarJudeHai
BRAND Tata Sky, 2019

PROJECT World TV Day #TumseHumareTaarJudeHai ...

The connection between Television and Tata Sky had to be highlighted in such a way that it also shows the connection between stories (Television an...

#MessagesThroughMushak
BRAND Tata Sky, 2019

PROJECT #MessagesThroughMushak...

A widely known tradition during Ganesha's farewell is whispering your wishes in his ear. However, we decided to give him a break this time. We used...

#BachpanKaPitara - Children’s Day Influencer Campaign
BRAND Tata Sky, 2019

PROJECT #BachpanKaPitara - Children’s Day Influencer Campaign...

To spread awareness about the Fun Learn Service on Tata Sky which users can subscribe to. To establish a connection with Children's Day and how...

Performance Marketing for COVID & Amphan Donation Drive
BRAND UNICEF, 2020

PROJECT Performance Marketing for COVID & Amphan Donation Drive...

A) Generate a donation to help children and families & health care workers to get access to essential sanitation PPE Kits, hygiene products &am...

Performance Marketing for Lead Generation
BRAND DHL Express, 2017

PROJECT Performance Marketing for Lead Generation...

To generate leads for the student express campaign and to reach the affinity audience. The KPI was to reach a min...