Women's Day | Best Integrated Online Marketing

BACKGROUND

Star Plus, through its content, has always supported the cause of gender equality, encouraging women to stand up for their identity. Star Plus, believes that when her limitless potential gets unshackled, she has the power to impact and influence her world. Taking this legacy forward, Star Plus challenged age-old gender stereotypes in the country that come in the way of progress for women through the brand philosophy of “Nayi Soch”.

OBJECTIVE

1 Allow Women’s Day as an aperture to amplify the brand philosophy ‘Nayi Soch’ through an integrated approach that uses the power of the medium to engage, excite & persuade.
2 Generate conversations around #NayiSoch and innovative user engagement aimed at created a movement maximizing reach and share of voice.

INSIGHT

For generations together, sons of the family are assumed to be responsible for ensuring success and prosperity for the household. Almost to the extent of overlooking a daughter’s ability and contribution towards achieving the same.

IDEA

Challenge the existing set norms & gender biased symbolism in the country with a global - first thought - ‘And Daughters’.

APPROACH

A special women’s day ‘Nayi Soch’ communication featuring Aamir Khan aimed at turning the spotlight on one of the nation’s biggest social issue - gender inequality was released. The intent was to establish the fact that daughters are equally capable of bringing laurels to their families and society and it is time for fathers to step up and inspire their daughters with confidence and self-belief.

With over 10 million establishments in India, it’s common practice to have business names with ‘And Sons’ as a suffix. Challenging this norm, Star Plus joined hands with one of the finest actors in the country - Aamir Khan, to produce a thought-provoking film. The symbolic act of naming the store ‘And Daughters’ is a global first in thought and reinforces a positive role model that could have a potential ripple effect in the country.

influential dad-daughter pairs

To lend the brand through a real-world reflection, seven illustrious father-daughter duos - Subhash and Meghana Ghai, Sam and Lara Balsara, Rana & Roshini Kapoor, Manmohan & Aarti Shetty, Ramesh & Anushree Tainwala, Shashi and Ritika Sinha & Devendra and Akshali Shah were profiled demonstrating the belief fathers had in their daughters and thus the essence of ‘Nayi Soch’.

Rajiv & Sakshi Vij

Manmohan & Aarti Shetty

Subhash & Meghna Ghai

Sam & Lara Balsara

Rana & Roshni Kapoor

Ramesh & Anushre Tainwala

Devendra & Akshali Shah

Nayi Soch Gurdeep Singh & Daughters

The brand film was exclusively released by Aamir Khan to generate intrigue followed by Star Plus releasing the film across all its digital assets and platforms.

Unique use of Twitter Cards for engagement where a pre-populated tweet for users was also shared so that they can join the conversation as well as articulate the thought on Women’s Day and Nayi Soch resulting in over 1 lakh engagements with an engagement rate of 5.56%.

The effort garnered 68 Mn+ total views for the brand film across all digital platforms reaching out to 45% of HSM audience using the Internet were recorded. 41k+ mentions on Twitter and over 1 lakh shares across platforms. The first time ever innovation of Live Twitter feed of @Starplus on GDN banner delivered a reach of 3.7 Mn with Engagement Rate of 3.38%.

RESULTS

TOTAL VIDEO VIEWS 68MN+
Social - Engagement Rate 5.6%
SHARES & MENTIONS 141,000+