To expose the audience to a new platform called “Dil Se”.
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 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 website traffic of &Pictures increased by 178% and the app downloads by 235%