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&Pictures

  • THE BRIEF
  • To expose the audience to a new platform called “Dil Se”.
  • THE CHALLENGE
  • To make people try and explore the new platform by downloading the app.
  • THE CREATIVE IDEA
  • The idea was to ask people to tweet in and tell us how far they would go to get a response from their favourite Bollywood stars.
  • THE SOLUTION
  • The tweets received from the audience were converted into funny short videos. The videos showed that the things they do would not really get them a response from their favourite stars but recording a message on the “Dil Se” app would. This entire activity was completed within six hours.
  • THE RESULT
  • The website traffic of &Pictures increased by 178% and the app downloads by 235%