Activation Campaign
Client Simran Arora
Brand SET India’s ‘Sankat Mochan Mahabali Hanuman’
Agency Candid Marketing
Brief SET India created a show encapsulating Lord Hanumaan’s adventures. Our understanding of the brief was that this show needed a stunt that would stun the masses & set the social media ablaze ensuring a successful TV premier. The objective evolved from an unimaginable stunt to something that would immediately connect with the masses to create a distinct identity & help promote the show.
Solution
 Our research involved going through the most influential epic ‘Ramayana’. An incident peculiarly caught our attention, ‘When, unable to find a life saving herb in the Himalayas, Lord Hanuman carries the entire mountain & flies to save the dying on the battle field.’ The idea was to recreate his flight carrying the mountain through the crowded streets of India thus announcing the upcoming TV show.
Results
 Over 100,000 people witnessed our activation across 9 cities. Broadcast Audience Research Council -1.5TVR with 5.4% reach and 16.3% mins TSV for the premier episode. Channel’s rating increased `from 0.4TVR to 1TVR post the launch. Social Media was ablaze with the sightings, which helped spread the word of mouth. No further paid media was required to promote the show in these cities.