MSP10. Publications & Media

Gold
CAMPAIGN
Nayi Soch (New Thinking)
AGENCY
Mindshare Mumbai
CLIENT
Star TV
BRAND
Star Plus
DETAILS
Star Plus, India’s biggest entertainment channel, used its huge roster of entertainment, advertising and sponsorship to put the message of gender equality into millions of households in India by utilizing India’s biggest passions of Cricket and Bollywood and tapping into cultural moments to change the way future generations think about the role women play in our lives. Turning the attention to cricket, we asked cricketers to help challenge stereotypes by changing names on their shirts from their fathers’ names to mother's name. This went further through the TV ads featuring cricket superstars and got the public involved with a digital platform. The campaign was not just a one-off we extended it to address the importance of empowering daughters & their limitless potential that can achieve many great things. We also address a variety of questions plaguing India’s patriarchal society & the importance of empowering mother’s in raising sensitive & responsible men. The campaign saw fantastic results for the brand as well as becoming an unprecedented movement with involvement of people from different walks of life.
CAMPAIGN
The Prison Rat That Stole No. 1
AGENCY
Mindshare Australia
CLIENT
Foxtel
BRAND
Foxtel Showcase
DETAILS
Wentworth is an Australian TV series set in Wentworth Correctional Facility, a female prison. 
Our objective was to make Wentworth the No. 1 drama on the Foxtel TV network every week of the season.
To make Wentworth No. 1 every week we needed to challenge the traditional approach to promoting TV shows, because Australians simply weren’t watching TV in the traditional way.
More viewers than ever before were bypassing live TV to binge every episode on demand after the season had ended. In contrast, our task was to drive live viewing of a non-reality show every week of the season. 
To make matters worse, when we looked at the social behaviour of Wentworth fan groups we realized that if just one or two fans waited to binge or watch on-demand, it stifled the excitement of the entire group as they waited for them to catch up. 
Our audience were tuning in for the social experience, but this was becoming increasingly difficult to be found.
Somewhat fittingly, however, the show itself was set in a prison, the most isolated environment imaginable, completely cut-off from the outside world. This was the hook we needed.
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