Lift a Wall. Change a Life.

We had to introduce habit change amongst our viewers hence educating people about the app usage and the impact of their votes on the lives of the participants, was emphasised upon.

Phase- Concept launch 30 days. Message – India Lift karo deewar. Live banao star. Vehicles- national ATL launch (TV, print, ooh, radio)

Phase nationwide onground education for 10 days. Message - lifts the wall to find India’s first Rising Star. Vehicles- On ground – 10 days, 15 cities, 500000 real interactions,

Phase Onground audition + App engagement launch 10 days. Vehicles - 1000+ Hrs of digital content, native content for rising star App

Phase – final crescendo launch – 1 day. Message- Launch of rising Star Anthem – largest PR exercise for a media property. Vehicles – Social, on ground launch , colors rising star App & website

We had to introduce habit change amongst our viewers hence educating people about the app usage and the impact of their votes on the lives of the participants, was emphasised upon.

Phase- Concept launch 30 days. Message – India Lift karo deewar. Live banao star. Vehicles- national ATL launch (TV, print, ooh, radio)

Phase nationwide onground education for 10 days. Message - lifts the wall to find India’s first Rising Star. Vehicles- On ground – 10 days, 15 cities, 500000 real interactions,

Phase Onground audition + App engagement launch 10 days. Vehicles - 1000+ Hrs of digital content, native content for rising star App

Phase – final crescendo launch – 1 day. Message- Launch of rising Star Anthem – largest PR exercise for a media property. Vehicles – Social (fb twitter, youtube), on ground launch , colors rising star App & website

Garner a TVR of 1.5 & Reach of 5%+ in our time slot (Weekend Prime Time)

On Launch Day - Rising Star was the Slot Leader with the highest reach and TVR 2.4.

GOAL 2: Beat top Singing Reality shows (SONY’s Indian Idol & ZEE’s SaReGaMaPa)

• Highest opening of a Singing reality show in the period ’16- 17 – TVR of 2.4

Maximum reach among all the reality shows in the Hindi Speaking Markets- 9%

GOAL 3: Ensuring maximum tune-in and participation from the launch day

Launch Day Specifics

¥ 30.7 million people tuned in

¥ 0.575 million people voted during the episode

On the launch day, India strengthened our belief in opting for clutter-breaking ideas and experimentation, and Rising Star came out shining past a slew of old format reality shows.

It was raining reality shows and the decision to launch one more seemed nothing less than stupid but Rising Star, a real-time singing competition had proved its success in western countries. So, we decided to launch this show with giving people real time experience by creative a LIVE WALL

We were launching India’s first ever LIVE Reality show and it wasn’t just a big bet for us, it was a new experiment for Indian TV.

Our approach was to find a marriage between the show experience and life truth

At product level:

At a life level:

“Be it government elections or TV reality shows; I don’t see what difference does my vote makes”

The writing was on the wall: I want to see the difference made by my vote, right here, right no.We found our sweet spot which led to our insight-

Product Insight - The lifting of the digital wall as voting progressed was the high point of our show

Life Pain-Point - My vote goes into a black box; I don’t know if it counts.

See your vote bring down the wall between a person and his dreams

The Big Idea-

Lift a Wall. Change a Life.

COLORS was to launch India’s first ever LIVE Reality show and it wasn’t just a big bet for them, but also a new experiment for Indian TV.

They had to create a habit change in the audiences who are long used to be passive participants in these reality shows where at max what they could do was to send an SMS.

The goal was to ensure maximum participation and tune in for the show on launch day, make it a slot leader and ahead of all the competitor shows

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.

It empowered the audiences and allowed them to have a stake in changing lives of the participants in real-time

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