The Branded entertainment in the digital space is relatively nascent in India. Digital is still seen as a hygiene media and investing in the medium is seen as brave. DBS became one of the first brands to create content for digital in India. And both the industry and people have lauded us for it.

To develop our unique campaign we connected with our audience on the social network. We asked them what do they think happened to Ken. We documented predictions and took Ken’s story in a way no one had imagined.

We created an interactive film that allowed people to interact with the content by giving them charge of Ken’s life. Every decision changed the story and the ending of the film.

Based on the choices, we told people what kind of entrepreneurs they were. We encouraged the like-minded people them to connect with each other and gave them a platform to connect.

In little time, we had over 0.5 million views from 2,75,000 unique visitors. People spent average 5.38 minutes with the film. Our #HappyEnding trended for 3 days on social network. We engaged with over 1.3 million people and got media coverage worth 27 million Indian Rupees.