We launched the campaign with 10 videos released across platforms, showcasing initiatives inspired by the talk show, that were already underway.We followed this up with a series of promos featuring common men and women standing up to current social evils, armed with wit, and hopeful of change.

But to really bring the idea alive, we needed to give people the chance to make change possible and our campaign’s biggest executors were to be the people themselves. Hence in the LIVE segment we encouraged viewers to interact with Aamir & the panel of expects through Social media & call-ins.

The results were phenomenal

a. The season crossed a staggering 5.33 billion potential impressions on digital.

b. 1.64 million conversations generated across Twitter & Facebook, with 8.63 million video views for the third season

c. 11.4 million missed calls received in support of 6 episodes.

d. Trended India & worldwide @ number 1 on Twitter for all 6 episodes – first time ever for any TV show in India. After the airing of the first episode Satyamev Jayate Twitter handle even became the second fastest growing Twitter profile in the world.

e. Union Ministers pledged their support for change