Objective
In India, most media entities are owned by political parties. Hence, the news Indians receive on a daily basis is heavily adulterated and biased. Asianet sought to change this scenario by launching India's first independent news channel, My Nation. Untethered to the Right or the Left, they aimed to be a disruptive force in the Indian media landscape. And they wanted the launch of their new channel to be equally disruptive!
In India, most media entities are owned by political parties. Hence, the news Indians receive on a daily basis is heavily adulterated and biased. Asianet sought to change this scenario by launching India's first independent news channel, My Nation. Untethered to the Right or the Left, they aimed to be a disruptive force in the Indian media landscape. And they wanted the launch of their new channel to be equally disruptive!
Solution
We created a series of anonymous hacker styled teaser videos that were used to "interrupt" live broadcasts on select TV channels. These teaser videos were also used to interrupt YouTube and Facebook videos. With a revolutionary tone of voice, we piqued India's curiosity. Was this a new political party? A campaign against corruption? The online rumour mill was working overtime. Finally, we launched the news channel's official website and app along with a revealer video that received rave reviews from India's millennial audience.
We created a series of anonymous hacker styled teaser videos that were used to "interrupt" live broadcasts on select TV channels. These teaser videos were also used to interrupt YouTube and Facebook videos. With a revolutionary tone of voice, we piqued India's curiosity. Was this a new political party? A campaign against corruption? The online rumour mill was working overtime. Finally, we launched the news channel's official website and app along with a revealer video that received rave reviews from India's millennial audience.
Whether they looked down at their phones or up at the world, we used guerrilla marketing to ensure that India's youth took notice. We created posts that were promoted on social media and 10 second videos that appeared on digital billboards across 5 major cities in India.
After the launch of My Nation, we created a series of digital posts to tell India more about My Nation and their unique brand of journalism.