We made Mahakaali, a symbol of women empowerment and the new age feminism, standing against age old oppressive practices, bringing an end to the old system and initiating a new world order. The Mahakaali Bindi was invented.

Bindi is a colored dot worn on the center of the forehead.

It was the representation of the Third Eye of Mahakaali, and is a physical manifestation of her many qualities- strength, integrity, honesty.

We wanted to give the women in India an instrument of strength and valour, and inspire them to start a movement of self-assertion and self-reliance.

A 45 day long integrated marketing campaign was carried out -

The campaign got us the desired eyeballs and we were able to achieve the goals and better. What started as a campaign became a movement.

Phase - Concept launch - 45 days. Message - Ant HI Aarmabh hai. National ATL launch (TV , radio, OOH)

#MahakaliInMeMovement. Mahakali Bindi activation for 10 days- The mahakali bindi become a symbol of a woman's strength and gives her the courage to fight against oppressors. The Bindi was distributed to women across India.

- supporting the red brigade in lucknow

- third eye installation in temples and colleges in 3 cities

- 57.5 million people reached through ON-AIR integration

- 2.5 million worth of PR coverage

- 3 million people reached through digital media

Pre- Launch Buzz - 10 days - The final War Cry

- Print and outdoor in 14 cities

- train wrap in Mumbai

- radio integration in 33 cities

- DTH activation on TATA SKY

Making Mahakaali the Slot Leader in its slot (TVR>2)

SLOT TVR jumped 118%

Source: BARC system. TG-2+ years AA. Period week 30. Slot 1900-2000 (Sat-Sun)

The #MahakaaliInMe inspired and strengthened women across the nation. We were able to achieve our goal of making mythology relevant for contemporary India and the show launched as the slot leader.

The show connected with the Mahakaali inside every woman.

COLORS, the largest GEC in India, was to launch a mythology show based on a goddess, Mahakaali, who is associated with destruction in Hindu Mythology and make it relevant for viewers to watch from amongst many other mythology shows running on various channels.

Also, it was to come in a weekend slot which was reserved for family viewing and light hearted entertainment.

COLORS had to fight some very evident hurdles to make the show what it became- A slot leader in its slot and getting a TRP of over 2 which was rare for a mythology show.

COLORS launched a full-fledged integrated marketing campaign where on ground activation played a big part and was able to achieve the goals and better.

What started as a campaign became a movement.

The case describes the journey and how it all came together to make this campaign a success.