ITV

Tag: Case Study

  • Warehouse 47 transforms Bgauss EV launch with innovative solutions

    Warehouse 47 transforms Bgauss EV launch with innovative solutions

    Mumbai: In a time when immersive experiences are crucial for brand engagement, Warehouse 47 has set standards in creative solutions. Their recent project with Bgauss, an EV motorcycle company, demonstrates their ability to provide end-to-end solutions that blend technology with event management. This case study highlights Warehouse 47’s execution of a comprehensive solution for Bgauss in the automotive industry.

    Bgauss, known for its innovative, eco-friendly EV motorcycles, needed a sophisticated launch event to showcase their latest model. The goal was to create a memorable experience for the press and dealers, highlighting the motorcycle’s features through advanced technology and interactive elements. The project scope included event management, audiovisual technology, 3D scanning and Unreal Engine presentations, an AI-generated photobooth, an interactive LED display, and full event design and management.

    Warehouse 47 planned and managed the event, ensuring smooth transitions and high engagement. They handled venue selection, talent management, and integrated advanced audiovisual technology. The motorcycle was 3D scanned and featured in a 45-minute unreal engine presentation, which highlighted its features. Guests enjoyed an AI-generated photobooth and an interactive LED display for a detailed exploration of the motorcycle.

    The 360-degree solution provided by Warehouse 47 covered all aspects of the event, including custom design, fabrication, lighting and sound setup, talent coordination, and catering. The Bgauss launch was successful, with positive feedback from the press and dealers, demonstrating Warehouse 47’s capability to deliver a comprehensive solution that met client expectations.

  • IBS: Marketing to GenZ – A Hallyu case study

    IBS: Marketing to GenZ – A Hallyu case study

    Mumbai: The India Brand Summit held on 28 November 2023 at The Lalit Mumbai came to its conclusion with an exclusive presentation by The Happyness Factory founder Yogesh Karikurve.

    The presentation was an intriguing Hallyu case study that delved deeper into GenZ’s craze for K-pop, its rise, the fandom in India, and much more…

    A Hallyu case study

  • Case Study: When short-form video enables long-form video

    Case Study: When short-form video enables long-form video

    Mumbai: What is the most strikingly common feature between “Mirzapur: Season two,” “Bigg Boss: Season 15,” and the Indian Premier League (IPL) 2021? All three are big-ticket, entertaining OTT releases in the past year. But an even more compelling factor is that they have captured the attention of the audiences via multiple campaigns hosted on short-video app Josh. This is significant of a larger pattern, wherein, OTT platforms are now seeing the increasing benefit in reaching out to the audiences through homegrown short-video apps.

    Onset of Josh’s OTT saga

    India has a voracious appetite for video content. The success story of these offerings showcases the fact that both short-form and long-form videos are proactively meeting the content needs of users across the country. The video content boom, which began in the early days of the pandemic, with nearly 350 million people consuming videos online in India, will only rise upwards. As per a Bain & Company report, it is further expected to reach 600 – 650 million in 2025.  While short-form videos provide users with snackable content that is quick and easy to consume, long-form video caters to their need for in-depth content with a lengthier viewing experience.

    A new trend to have emerged in recent times is that OTT platforms are leveraging these consumption patterns in collaboration with short-video platforms to promote their own content and reach wider audiences. This is where Josh’s saga with popular OTT platforms begins. The app has crafted and curated some of the most successful campaigns using hashtags, soundboards, filters, and influencers to promote a variety of web series, movies, sports leagues, and reality shows.

    Promoting Web Series

    In a long-standing partnership with Amazon Prime Video, Josh has promoted several popular Prime productions such as “Mirzapur season 2,” “Sherni,” “Jai Bhim,” “Sarpatta” and “Malik.” The partnership boasts spectacular results with the most popular campaign gaining 170+ million video views, 5.5K UGC videos, and 15+ million hearts.

    Furthermore, Josh’s partnership with Voot has resulted in exciting campaigns for the new season of the popular reality TV show “Bigg Boss.” Two campaigns, the #BiggBoss15AsliFan and the #BiggBossOTTChallenge, were launched to promote season 15. With unique soundboards specific to different local languages, dynamic filters, and hashtags to enhance top-of-the-mind recall, they garnered a total of 654+ million video views, 30K+ UGC videos, and 51+ million hearts.

    What is interesting is that Josh’s campaign trail is not limited to web series, but also covers other genres of entertainment such as music, movies, and sports, among others.

    Amplifying sport challenges

    Sports shows have an inbuilt tendency to attract audience frenzy. With its reach and power of amplification, Josh added to the existing thrill with some popular campaigns.

    For the Abu Dhabi T-10 League on Voot, Josh created filters, in-video transitions, and a theme song. The challenge succeeded in its mission of engagement, garnering 272+ million video views, 12+ K UGC videos, and 21+ million hearts.  To organically promote the latest season of IPL and the anthem created by Nucleya for the teams with Disney+ Hotstar, an influencer-led campaign titled #IndiaKiVibeAlagHai was created. Best of Josh’s creators were given free reign to choose the team they wanted and amplify the tournament on the app. The campaign garnered 16+ million video views, 50+ influencer videos, and 310+K hearts.

    When the Pro Kabaddi League returned to our screens for its latest edition on Star Sports, the app promoted it via a fun and engaging #LePanga challenge. Creating a sport-centric hook step, a dynamic filter, a catchy soundboard, the campaign garnered 179+ million video views, 5.9+ K UGC videos and 13.9+ million hearts.

    The power of Bharat’s short video

    As a homegrown short-video app, Josh has held an understanding of local context. Using its tact of connecting effortlessly with local audiences, it helped create a captivating campaign for Zee Bangla’s show “Uma.” With the hashtag #UmaChallenge, which is based on the show’s theme of cricket, female users were asked to balance a ball on a bat for 10 seconds. The app helped the platform reach out to a vast Bengali user base in the country creating over eight million video views, 140+ UGC videos, and 630+ K hearts.

    Summing the impact of Josh’s local reach, VerSe innovation chief revenue officer Sunil Kumar Mohapatra said, “As a homegrown short-video app, we understand the users of Bharat and their content needs. As OTT platforms increasingly meet the local language content needs of Bharat, we, at Josh, by leveraging our talented creator community and our understanding of the local context are enabling these platforms to reach out to wider and relevant audiences, as we operate at the intersection of our user preferences, creators needs, and brand propositions.”

    Indeed, short-video platforms are becoming an increasingly viable route for OTT platforms to promote their content largely because of their snackable quality. The method of promotion becomes even more effective given the rise of local language content and homegrown short-video apps that have cracked the code of engagement for such content and its audiences. 

  • CASE STUDY: How ABP Network and Robin Hood Army stepped up to combat pandemic

    CASE STUDY: How ABP Network and Robin Hood Army stepped up to combat pandemic

    Mumbai: Covid-19 has been the worst-ever health crisis in almost a century which brought the world to its knees. Soaring positive cases led governments to order strict restrictions on movement, compelling people to stay indoors. Hospitals ran out of beds and struggled to procure life-saving oxygen as the pandemic descended in waves.
     
    Amid all this, there were organisations and groups which stepped up and lent a helping hand to people facing the worst adversities. In this hour of need, leading media conglomerate, ABP Network once again established itself as a responsible news network and came forward to support the country’s battle against the pandemic.
     
    As cases began to peak during the first wave in 2020, the network announced its partnership with a volunteer-based, zero-funds organisation, Robin Hood Army (RHA), and launched a special initiative ‘Senior Patrol’. The aim was to help the most susceptible and senior members of society by providing them with essentials like food and medicines.
     
    “In these exceptionally challenging times, we take it as our duty to help those in dire need. We are proud to be collaborating with RHA to help the most susceptible members of society and we hope the citizens will join hands with us in overcoming these difficult times through their support,” said ABP Network CEO Avinash Pandey, at the time of the launch. “The network has always stood by the nation in its hour of need and created a meaningful impact in society. This is our time to step up and spread energy, enthusiasm, and generosity.” 
     
    As part of the initiative, thousands of volunteers began helping senior citizens across the country by providing them food, medicines, and other essentials, which they were unable to procure due to the restrictions. The volunteers remained on the frontlines and took due care to follow all the government, health, and safety guidelines along with social distancing measures to ensure safe & responsible deliveries.
     
    Driven by its core purpose to create an ‘Informed and Happy Society’, ABP Network helped build support for the cause and promoted the initiative through the strength and reach of its national and regional channels inspiring more people from across the country to join the cause.

    The Network’s portfolio includes ABP News (National Hindi news channel) as well as regional ones such as ABP Ananda (Bengali news channel), ABP Majha (Marathi news channel), ABP Asmita (Gujarati news channel), ABP Ganga (Hindi news channel for Uttar Pradesh and Uttarakhand viewers), ABP Sanjha (Punjabi news channel), ABP Bihar (digital news portal for Bihar-specific viewers), ABP Nadu(digital news portal for Tamil viewers )and ABP Live, a digital news platform.
     
    The anchors on its news channels used their social media handles to inform people about the initiative and helped volunteers reach every nook and corner of the country. 
     
    Families were required to fill an online form (https://robinhoodarmy.com/seniorpatrol/) which carried all the necessary contact details of the senior citizens and the essentials they need, in terms of food and medicines. Once the information was submitted, the volunteers ensured the items required were made available to the senior citizens at their doorstep by the local Robins.

    The network also partnered with Robin Hood Army volunteers in their pledge to fast-track COVID-19 vaccination for millions of senior citizens through the #SeniorPatrol campaign. The campaign was launched on 8 March 2021 across 150+ Indian cities. With a force of 100,000 Robins, the Robin Hood Army remained confident of serving millions of senior citizens pan-India across every neighbourhood through the Senior Patrol’s tech-enabled system.

    So, whether it was supporting senior citizens with vaccine registrations on the Co-Win platform or physically bring the elderly to the vaccination centres, the volunteers did it all. Towards this end, the mobility company, Uber was also roped in for logistical support for the initiative.

    Talking about the association, RHA founder, Neel Ghose, said, “We consider ABP to be a part of our extended Robin family. Outside of 200 per cent professionalism, the sheer passion and care which they put into each collaboration makes this much more than a CSR activity – but more of a joint nation building effort. We look forward to creating much more impact together in the years to come.”

    The network kept the viewers apprised about the pandemic updates 24×7 through its news websites in Hindi, Marathi, Bangla, Gujarati, Punjab and Tamil. The media group also provided its continued support to the government to contain the novel coronavirus and the devastation triggered in its aftermath.
     

  • CASE STUDY: How the ABP Majha & UNICEF tie-up aided Covid relief

    CASE STUDY: How the ABP Majha & UNICEF tie-up aided Covid relief

    Mumbai: The ten-day-long festival of Ganesh Chaturthi is usually one of the most awaited events in Maharashtra. But as the deadly wave of the Coronavirus outbreak swept through the country last year, the celebrations marking the birth of Lord Ganesha were also muted.

    To mark the occasion amid the pandemic restrictions in 2020, Marathi news channel ABP Majha, in collaboration with UNICEF launched a special donation drive initiative– ‘Be a Vighnaharta’ (Be a Remover of Obstacles).

    The initiative raised funds through a 16-day TV campaign to support the people affected by the pandemic. The funds raised were used to support vulnerable families, through UNICEF’s Jeevan Rath initiative in the state of Maharashtra. The initiative brought over 60 public and private NGOs together to help provide supplies of dry ration kits, conditional cash transfers, and livelihood protection to people who are unable to afford or access these supplies in sufficient quantities.

    Ganesh Chaturthi was celebrated on 22 August last year. ABP Majha ran the campaign from 6 August 2020 to 21 August 2020. The news channel broadcasted 1,350+ minutes of content including stories of people affected by the pandemic, urging viewers to donate and help reach supplies to the affected families. After launching the heartfelt campaign and donation drive with UNICEF, ABP Majha kept the viewers engaged through special programming and a unique virtual engagement initiative – Bappa Maze Game. It committed to adding more zing to the festivities with its flagship property ‘Bappa Majha.’

    The channel broadcasted Live Artis and extensive coverage of Ganapati celebrations last year to keep up the festive pomp and revelry in the bleak scenario of the pandemic, along with telecasting Donation Drive snippets throughout the day. The channel partnered with famous pandals across Maharashtra, such as Siddhivinayak Temple & Dagdusheth Ganapati, to bring the essence of festivities to the viewers’ homes via their TV screens.

    Known for beaming exceptional content during the festive season, ABP Majha usually surpasses all channels in terms of viewership within the Marathi News genre. Last year was no different. The channel was armed with a comprehensive line-up of shows including Bappa Tumchya Ghari – A celebrity-engagement show, which brought alive the celebrations of Ganapati directly from the homes of various eminent personalities; Bappa Majha – a show which included a Ganapati News Bulletin and Ashtavinayak Yatra, covering the eight ancient holy temples of Ganesh with celebrities Sachin & Supriya; ABP Majha Pooja – an everyday show which aired the celebrations straight from ABP Majha’s office to forge a special bond with the viewers; and Majha Vighnaharta – an award show to felicitate ‘humans for humanity’, who have positively contributed towards the betterment of their communities.

    To further elevate the engagement quotient, ABP Majha hosted a Gharghuti Ganapati Contest, wherein the viewers were asked to send pictures of their Ganapati & Ganapati celebrations. Out of the submissions, 10 best entries were shown on-air and provided with a gift certificate.

    On the virtual engagement front, ABP Majha launched an innovative game called Bappa Maze, which is based on the idea that Lord Ganesha is our Vighnaharta and through the game, players can remove the obstacles that come in the way of Lord Ganesha by completing the maze. The game was hosted on the Bappa Majha Microsite. At various places in the game, users get a chance to gather ladoos and other items to win bonus points. To heighten the excitement, Weekly Top 10 Winners on the Leaderboard of the game were then declared on the Bappa Majha Show at 6:30 pm from 22nd August to 1st September 2020.

    On the special donation drive, ABP Network CEO Avinash Pandey said, “As a responsible network, we are taking up this initiative as a part of our continuous work in community upliftment. We are committed to making available immediate aid to children and families affected by the pandemic ahead of the biggest festival of India’s financial capital. Festivals are all about vibrancy and high spirits, and during this time, we want to uplift the lives & spirits of low-income groups whose earnings depend on Ganapati celebrations. We hope this effort will help them lead better lives.”

    On partnering with ABP Majha, UNICEF chief of Maharashtra office Rajeshwari Chandrasekar said “We are glad to associate with ABP Majha news channel for our initiative ‘Jeevan Rath’ in Maharashtra. The socio-economic cost of the pandemic on the lives of children and their families is extremely high. Through this campaign, we intend to provide relief to the most vulnerable, excluded, and displaced populations in the fight against Covid-19.”

    With these unique initiatives in partnership with UNICEF, ABP Majha succeeded in raising funds for the Covid-impacted via its special programming as part of its flagship property ‘Bappa Majha’ in 2020.