Use of Branded Content
Client Hindustan Unilever Ltd
Brand Lakme
Agency Mindshare
Brief Beauty brands thrive on the 1lac crore + ‘BIG FAT INDIAN WEDDING’ industry-of which a whopping 10,000 crore is spent on make-up.
Lakmé©, India’s biggest beauty brand wanted to be most preferred brand during the wedding season for the to-be-brides.
Scale & Location
 We partnered Yashraj Films, producer of blockbuster Wedding movies like DDLJ and Band Baaja Baarat and conceptualized BANG BAAJA BAARAAT, a 5-part web-series.
Occupying centre stage was the ‘look magical on your wedding’ story. We ensured that the Protagonist looked stunning for each phase of wedding moments and deployed look decodes immediately on their You Tube Channel after the episodes.
Solution
 Every Indian girl’s wedding dreams are fuelled by imagery from the magnum opuses of Bollywood. While TV is still #1 on reach, The millennials spend nearly 44% of their time on mobile phones vs. 26% on TV.
A 4x growth in search volume for “Beauty How To” videos (2004-2014) augments this finding.
Bringing the two together, we decided to create the MAGIC OF BIG-FAT-INDIAN WEDDINGS ON SMALL-SCREENS.
Results
 • The show garnered a 10 MN views on YouTube, ALL ORGANIC.
• Look Decodes garnered 1.5 lacs views, ALL ORGANIC.
• Bollywood A-listers-Ranvir & Anushka tweeted about the show.
• MISS MALINI.COM, recommended it as one of the Top 5 series to be watched during 2015.
• The conversion rate on the e-com platform for Bridal Stores went up from a 2% to a whopping 26% during the period of airing of the series.
Insights
 Wedding is the most important moment of a women’s life. There is a frenzy as the wedding date approaches. The biggest influencer of fashion and style in India is Bollywood. So when it comes to dressing for occasions like wedding, there’s an anxiety towards looking like a Diva. The 5 part weekly series was aired on YRF’s You Tube Channel. The series was also featured at MAMI Film Fest.