Created a viral campaign #UnwantedGyaanSeSavdhaan garnering 14M+ impressions on mobile
The Outcome
+14 M
Impressions on Mobile
+5.6 M
YouTube Views
Impressions on Mobile
YouTube Views
We set up the film around a wedding reception with a musical narrative and a musical banter through Qawwali between the younger generation and the older generation of the family, where the older generation is keen on giving unwanted gyaan to the couple..
The younger generation then provides a counter-narrative to their each of their responses with a dash of humour by saying they will plan their pregnancy when they are financially, emotionally and physically ready.
The scenarios were depicted through a fun song and dance format, which captured our user’s attention. Since the challenge in hand was to reach out to tier 2 and tier 3 cities of India, we decided to translate the hummable music into 4 different languages, thereby localizing the content and context.
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