India has seen an increase in branded entertainment over the past few years, as advertisers become more aware of the potential of doing so.

We decided to use the end credits of their biggest movies as our communication space. As the end credits of their biggest movies rolled, viewers heard the protagonist of the film being asked to repeat everything he had just done in the movie all over again. At the end of the conversation, they realised that the reason he is being asked to repeat his actions is because the movie is going to repeat on HBO. In this way, we conveyed information about the repeat telecast of the film in an engaging and entertaining manner. We focused not just on the telecast of their biggest films, but also on their repeat telecasts. Something no channel has every done.

Viewership went up by 27% during the repeat telecasts.