The Objective

The televised program, with much success around the world, was beginning to see a decline in India. Targeted towards men and aired at odd hours (India time) the program had a very strong viewer base but over the years there was an erosion witnessed. The task was to gain feedback while the program is aired live and thus get to the real issues for the breakdown of the emotional connection with consumers.

The Strategy Unfolded

The challenge was to get a live reaction to the program that aired early morning India time. Another important element we realized was that the sentiment around the program can be gauged only when the enthusiasts, faders, and lapsers interact with each other and discuss the program while it’s being aired.

Our team brainstormed to create a digital solution in which real-time discussion on the program was made possible. Not only this, specific elements of the program - what looked fake, piqued their interest, and brought in freshness could be discussed with immediacy. After the program was over, the specific scenes (the program was then available on the internet) that worked for or against the program could be shared via static clippings with the researcher. The real-time interaction and the conversation amongst various users, with the researcher as one of the participants, got us very genuine, palpable, and effective feedback.

The Impact

The research was able to provide very specific inputs on different elements that have high emotive appeal and the ones that have started looking jaded and do not engage consumers anymore. More importantly, the relevance and effectiveness of Hindi programs in building a connection with its fans and reaching more consumers across Indian cities came to the fore.