Close-up believes in making the first move. It sounds easier said than done for innumerable youth across the country who have millions of inhibitions holding them back and not letting them be confident to express their love. The inhibition has resulted in youth to be one-sided lovers and express their love through graffiti across the town including heritage sites, park, public transport to name a few. The campaign reiterated the brand’s stance of considering no stereotypes should ever stop people from believing in and acting on their mutual attraction.

Basant and Nidhi as characters represented fears, insecurities and the lack of confidence in us urging people to garner self-confidence & break barriers from making the first move. The campaign beautifully connected with audience across generations. Ravi Kishan asked the listeners across to break the wall and be confident in expressing their love.

Radio being a faceless medium was perfect to generate the required curiosity. Relatable content and crisp storytelling format adapted by our radio network helped generate the desired results across markets.

The campaign reached over 5 million unique listeners and caused a tremendous buzz