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Daayan Show Launch

The agency launched the campaign by releasing a series of video posts. Through these teasers, the Daayan character was built by spookily shedding light on her personality and traits.

The audience then were treated to a host of Daayan cinemagraphs. These videos were launched to accentuate the impact of the character and increase the show’s recall value. This was done through adding spine-chilling elements which would heighten the viewer’s experience and give a glimpse of what they will see in the show.

One of the major highlights of the campaign was the creation of an AR filter of Daayan. Activated through a simple click, this quickly became an audience-favourite.

Since the campaign was divided into two parts, we aligned it with the lunar phases. Amavasya,which fell in between the two, was strategically utilised to create a spike. The agency did a social media takeover by &TV, communicatingthat this transition day marked the peak of Daayan’s powers. The creatives that were sharedon this day were black and white.

Additional Content:

https://www.facebook.com/AndTVOfficial/videos/1066914990153514/

https://www.facebook.com/AndTVOfficial/videos/980724448803903/

https://www.facebook.com/AndTVOfficial/videos/292931131354062/

https://www.facebook.com/AndTVOfficial/videos/1006623529531357/

https://www.facebook.com/AndTVOfficial/videos/1181563218674584/

https://www.facebook.com/AndTVOfficial/videos/582034745580072/

https://www.facebook.com/AndTVOfficial/videos/472854603121203/

https://www.facebook.com/AndTVOfficial/videos/963389120532702/

https://www.facebook.com/AndTVOfficial/videos/1142375052598647/

Another content pillar that the agency capitalized was voice-over. Through voice-over creatives, the myths associated with the Daayan were introduced to the audience.

Additional Content:

 https://www.facebook.com/AndTVOfficial/videos/1182410568581094/

 https://www.facebook.com/AndTVOfficial/videos/1182410568581094/

To further amplify the intrigue amongst the audience, videos were shot which displayed the spooky presence of the Daayan.

Creepy videos were shot to further heighten the intrigue among the audience.

The agency also collaborated with other show artists to create cross show capsules.

These show crossovers capsules helpedin maximising the reach of Daayan.

Additional Content:

 https://www.facebook.com/AndTVOfficial/videos/496848387470509/

 https://www.facebook.com/AndTVOfficial/videos/192483535036943/

 https://www.facebook.com/AndTVOfficial/videos/319354565340150/

 https://www.facebook.com/AndTVOfficial/videos/759799641079165/

 https://www.facebook.com/AndTVOfficial/videos/316924205818098/

 https://www.facebook.com/AndTVOfficial/videos/341298936701337/

 

THE RESULTS

Daayan got an incredible launch TV rating of 0.85.

Performance across all social platforms:

Total Video Views:
26,66,051
Reach
84,46,154
Impressions
97, 58,276