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The Brand commands a substantial footprint reaching over 170 million viewers all over the country. With the perennial ambition of being the No. 1 player in the GEC category, the effort has focused on two imperatives - How do I enter conversations? & How do I become the conversation?
The Brand has always focused on creating a differentiated brand that is human and connected with everything that happens in the world. The brand has always given dimensions to relationships and championed progressive philosophies successfully being a thought leader in its domain.
Shifting from Rishta Wahi Soch Nayi the brand evolved its philosophy to Rishta Wahi Baat Nayi moving from an ‘introspective Soch’ to an expressive ‘baat’. Strengthening thinking with action the brand opened possibilities to showcase a brand the belives that relationships are the same but the conversation amongst the audience of today has evolved
TED Talks is a global platform that welcomes people from every discipline and culture who seek a deeper understanding of the world. TED talks believes passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Achieving magnanimous scale and recognition, TED talks has received unparalleled appreciation internationally Star Plus, took a lead in bringing this beacon of inspiration / global phenomenon to India along with one of the brightest stars of the country Shah Rukh Khan
TED talks India Nayi soch introduced technologies and initiatives with the potential to transform the nation’s future. The show challenged conventional mindsets to unfold perspectives and showcased ideas that could impact lives. The internet exploded with countless Indians expressing themselves on social platforms, attracting substantial attention across media channels, from press to television
TED Talks made a stunning comeback turning introspective thoughts into expressive conversations… in the form of Ted Talks India Nayi Baat! Once again, with Sharukh Khan as the sutradhar Star Plus went a step further in democratising ideas with Ted Talks India Nayi Baat delivered in two languages , English and Hindi
Presenting an elite collective of speakers with stalwarts from every field - science, technology, innovation, psychology, education and art. The episodes showcased unique themes addressing topics that are the need of today and directional of a better future
The second season was a special one with TED Talks India Nayi Baat, not just giving a platform to extraordinary minds to present ideas, but back one of the selected ones to breathe life into them bringing it to reality with the core thought of Ideas in action
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 it’s peak in the country with over 94%, it has become synonymous with the consumers universe. This can be interpreted in a way that its in sync with the relationship that the consumer has with the device delivering -
Brands are facing tall challenges in this ultra competitive marketplaces with consumers demanding experiences that are differentiated and in sync with the current consumption & behavioral codes. It was imperative to create meaningful experiences and innovations that are truly mobile and customised to create delight going beyond the 16:9 frame.
Relatability, affinity & disruptive value can only be delivered when we can enter the everyday, creating disruptions that go well beyond the 16:9 screen.
Technology can power experiences that we truly memorable, and one such attempt was an efficient AR activation allowing SRK into every household in the country.
Removing dependencies and barriers, the experience was launched through a simple click enabled through web based AR experience with Sharukh Khan himself, delivering the spiel of ideas in action inviting viewers to join the new journey with TED Talks India Nayi Baat.
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.
WIth ShahRukh Khan himself being a part of a million homes in the country, the effort served for a hyper involved sampling experience, unmatched , lending to scale and flurry of conversations across the country.
Truly, serving the cause of bringing ideas that can change to every home seamlessly.
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