The branded entertainment market in India is evolving with well-defined categories across all the mediums. Currently there are no major restrictions for any brands except alcohol and cigarettes.

The biggest challenge to branded entertainment in India is blurring the line between advertising and entertainment. Because in a land of story-tellers, nothing sells or connects better than an entertaining story.

To increase relevance for recording, Tata Sky wanted to establish a new positioning, ‘For those who don’t have time to watch TV’. We created an entertaining content named 'Prison Break’ which premiered with digital first strategy. The story revolved around foreign convicts imprisoned in an Indian jail. They plan an escape on the day of India and Pakistan cricket match, assuming that all the Indian guards will be occupied. But they end up back in jail. And then find out how Tata Sky Hd Box with recording feature foiled their perfect escape plan.

In only a week, the film nearly generated around thousands mentions across blogs, Twitter, news, forums. It got covered in 22 national publications. The idea also received innumerable shares and likes via Facebook.

The campaign worked in innovative ways to deliver the message. The results easily exceeded those that would have been reached via the traditional TV centered strategy alone.