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Bridge the gap between the audiences and their favourite artists
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Let Star Pravah champion the cause of making fandom thrive in the most difficult time in the country
BACKGROUND
Star Pravah is a regional GEC channel from the Star entertainment cluster catering to marathi speaking audiences across the country. With a host of shows Star Pravah is one of the leading channels with a variety of shows that resonate with the regional GEC watching households of the country.
Challenge
The affinity for a channel is linked to its shows and affinity for shows is linked to its characters. With Star Pravah the characters are much more than the lives the play out on screens. The fandom is almost dialled up to the point of including them in their families. Usually core fans get a chance a meet with the favourite celebrities on sets, through meet or greets or award shows. With the pandemic headlining in the country it had become increasingly difficult for such occurrences to be commonplace.
Intent
Approach
The consumer landscape is shapeshifting rapidly with technology & mobile phones enabling seamless access and exposure. In this age of discerned, empowered consumers making informed choices, the challenge is to create ‘delightworthy’ brand interactions that are ‘wilful’ and not forced.
It was critical to follow the evolution of mobile recognising the multifacetedness that the medium embodies. With mobile phone penetration at its peak in the country with over 94%, it has become synonymous with the consumers universe.
It was imperative to create meaningful experiences and innovations that are truly mobile and customised to create delight going beyond the 16:9 frame.
Execution
Technology can power experiences that are truly memorable and intimate., Leveraging technology an AR filter was deployed to bring the favourite characters of Star Pravah into every fan household in the country.
Removing dependencies and barriers, the experience was launched through a simple click enabled through web based AR experience with artists themselves coming alive in every home and allowing a chance for their fans to click a selfie with them.
Augmenting virality and allowing the audiences to be a part of the idea, it allowed for a personalised experience that they would wilfully share with the world
The AR experience was designed in a way that it could be accessed democratically, by anyone and everyone across the country. With a simple click and experience framework, the possibilities to scale were enormous accessible by any device with an internet connection.
The hyper involved sampling experience was unmatched ,allowing Star Pravah to champion the cause of bringing fans closer to the favourite characters and a million smiles amidst a grim pandemic backdrop
