A unique chance to star in a special episode of India's biggest soap opera, broadcast simultaneously in the UK and India.Based on geotargeted data, key areas with a large Indian population were selected to house the Indian Soap Star experience.The experiential activity centred around a video audition booth with dramatic coaches and sample scripts. Whilst auditionees awaited their turn, free calls to India, Dhol drummers, dancers, Henna Mendhi artists and Bombay mix were on offer. A 3D audio experience housed in a rickshaw transported listeners to an Indian street market through cutting edge binaural technology.Audition footage, scripts and an app were housed on dedicated YouTube and Facebook pages. TV sponsorship of Pavitra Rishta, including idents and ad spots promoted the Indian Soap Star experience. The roadshow was promoted in each region targeting print, broadcast and relevant localised social media, followed by profiling of all regional winners.

•Call rates on the O2 network through International Favourites to India jumped from 5% to 44% with an average of 24 outbound minutes per user/day as a result of this campaign. The proportion of calls exceeds all other international markets combined and has driven significant revenue for the client, exceeding all initial targets.•£483,000 advertising equivalent value of targeted and localised PR coverage was generated. 117 pieces of coverage and 17.5 million opportunities to see/hear.•48,500 face-to-face interactions through the audition roadshow with the target audience.•64,576 audition views on YouTube channel•34,415 ‘Likes’ on dedicated Facebook page