Challenge: Sony Max2 - the classic Bollywood Channel promises a journey of iconic Hindi films. Our objective was to revive the interest for the movies of the 80s and 90s amongst the digital audience and establish that MAX2 is the viewership destination for these movies.
Strategy: While there are multiple Bollywood awards celebrating the current era, there is no platform to celebrate yesteryear legendary stars. The strategy was to re-create the magic around this timeless era with India’s first User Driven Digital Awards. Since the TG was Hindi Speaking mature generation, the voting website was made bi-lingual (English & Hindi) and the campaign was promoted in both the languages across Whatsapp (Most of the older generation is highly active on WhatsApp), Social Media, Digital Banners (Showcased on websites like Hindi news sites, entertainment sites etc which was popular amongst our TG), Mobile Ads, TV and Print. Solutions: While there are multiple Bollywood awards celebrating actors and movies from the current era, there is no platform to celebrate the yesteryear legendary stars. The creative strategy was to re-create the magic around this timeless era by creating India’s first User Driven Digital Awards. The campaign was directed to a responsive microsite which adopted to Mobile smart phones and tabs with a simple UI AND UX. As soon as the microsite went live users on twitter caught on to it and within an hour the hashtag #Max2TimelessAwards began trending in India. On the microsite, Users could vote across 11 different categories and also browse through iconic images in a section called ‘Golden Moments’ To reach out to a larger audience, the microsite was made in Hindi too.The winners of the Max 2 ‘Timeless Digital Awards’ were judged on the basis of maximum user votes polled and honored on a digital wall of fame across the channel’s social media pages