Zee Café takes Niranjan to social media

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“Look who is talking to Niranjan’ is back on Zee Café and how. For their new season, promos with Varun Dhawan, Tiger Shroff, Sonakshi Sinha and Shraddha Kapoor have been making rounds on social platforms. Fun conversations, selfies and GIFs are about to go live and from the looks of them, and they appear generally gregarious.

Agency Name

Social Kinnect

Brand Name

Zee Café

Objective

With the first season of Look Who’s Talking with Niranjan working well for the channel, season 2 was aimed at getting more audience to view the microsite and the video clips of the personal interviews.

Execution

The campaign was rolled out with the help of technical expertise and by using influencers on social media platforms in the form of GIFs. The largest collection of celebrity GIFs was uploaded on their micro-site to create one stop destination for Bollywood celebrity GIFs.

LWT also reached out to influencers like Bollywood Gandu and Film critic, Rajeev Masand with the aim of expanding the reach and to increase shareability of GIFs.

Zee Café carried out a contest every Sunday on Twitter asking questions about the celebrity that was featured on the show; users with correct answers win Zee Café vouchers.

Results

The campaign performed well; stood up to the objective and managed to get the attention they aimed at.

The hashtags used for the campaign #VarunOnLWT, #AnushkaOnLWT, #TigerOnLWT and #ShraddhaOnLWT trended at number one in India and the activity managed to get more than 85k visits on their microsite and more than 5.5M impressions on Twitter. More than 9K unique participants were seen and the contest generated 20k tweets at least.

After “Koffee with Karan” and “The Anupam Kher Show”; ‘Look who is talking to Niranjan’ is now the most awaited show and has taught a lesson or two about the art of promo-making.


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