&Pictures rack up 30.8K total video views with &Charades





The Small Big Idea

A popular Hindi Television channel, &Pictures owned by the Zee Entertainment Enterprises, launched a unique version of the popular participation game, Dumb Charades on Instagram to engage with the social media audience.


The objective of &Pictures’ &Charades campaign activity was to create a property that was unique and exclusive to the brand, helping them enhance their stature and popularity on the immensely popular photosharing platform, Instagram.

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As part of the &Charades activity, the brand secured the services of a social media Influencer with a follower base of more than 15K on Instagram.

&Pictures then created up to 50&Charades videos where the Influencer enacted some of the most popular Bollywood movie names, creating an interesting new activity for Instagram users to participate in.

The Influencer enacted the name of a film, and it’s lead actors in each video, while the audience could participate by guessing the name of the film in the comments section with the hashtag, #ANDCharades.

Presenting an interesting challenge to the audience was an engaging activity that they relish, and ensured phenomenal participation.

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The &Charades campaign was conducted for 45 days on Instagram, with new challenges posted every day.


Overall, on all the 50 Videos created for the campaign, the brand received more than 30.8K Views with a Total Reach of 32.5K.

Total Impressions for &Charades also exceeded 40K, receiving more than 593 comments and 2313 Likes.

&Pictures successfully engaged with the Instagram audience with a unique property that helped them gain 2563 Followers on Instagram.