&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%