Scam 1992 – A digital-first campaign for Scam 1992 – The Harshad Mehta Story


A digital-first campaign for Scam 1992 – The Harshad Mehta Story

Objective of the Campaign

The objective of our digital-first campaign was to

  • Present the 1992 stock market scam as an epochal event in Indian contemporary history, and hence position Scam 1992 – The Harshad Mehta Story as the biggest release of 2020
  • Build a pre-buzz leading to show’s release where we create recall and awareness for the real events
  • Recreate the sensation around original events such that, once again, Scam 1992 – The Harshad Mehta Story is all that the nation could talk about through a social media marketing campaign—leveraging eye-catching original content, popularity of the cast, influencer outreach, and third-party collaborations

Through the show’s success, we aimed at building the audience’s perception of SonyLIV as the gateway for gripping, truly engaging content and encourage premium subscriptions

Campaign/Project End Result

Within 3 weeks of its release, references from the web series had set their roots deep into the Indian pop culture and the audience’s hearts, while the campaign achieved the following results:

  • Daily Average Premium Subscriptions increased by 150% since the launch, and Scam 1992 – The Harshad Mehta Story has become the number one watched Original show on SonyLIV platform
  • Scam 1992 – The Harshad Mehta Story was ranked the No. 1 Indian web series of 2020 by IMDb (As of December, 2020) with a rating of 9.5/10
  • Influencer associations garnered 2.5M+ views across digital platforms
  • Featured on 15+ binge lists on portals like Film Companion, Indian Express, iDiva, Scoopwhoop, GQ, Latestly and India Forums, earning Scam 1992 – The Harshad Mehta Story a reputation as ‘must-watch series’
  • Overall campaign garnered 71M+ views, 66M+ social impressions and social engagement of 1.5M+
  • Scam 1992 – The Harshad Mehta Story became a trending topic on social media, where popular brands like Durex, Dunzo, Domino’s and many more interacted via their own content
  • The theme song was ranked as the #1 track on Apple Music. It was also added to Instagram Music’s collection and was used by Instagrammers to generate new content
  • Organic reviews from celebrities like Manoj Bajpayee, Shabana Azmi, Huma Qureshi, Paresh Rawal, Rajkummar Rao, and many more, along with CXOs like Nithin Kamath, Vijay Shekar, Suhel Seth, etc., further drove the positive word-of-mouth

Overall Strategy

We grouped the entire scope of audience on Interweb into four major categories,

The core community: Professionals in the financial sector who would be intrigued about the first-of-its-kind content representing their industry and the accuracy of the presentation

The binge-watchers: Viewers on the lookout for new content on OTT platforms that seemed refreshing and distinguished from the plethora of content available

The curious community: ‘Woke’ populace, which would watch anything that adds to their information base about important events around the world

The OG audience: Ones who had received an account of the entire event through select newspapers and channels of their times

…and targeted them simultaneously on their most-frequented platforms across strategic phases of execution

Creative Strategy

We adopted a 3-level strategy that simultaneously appealed to our diverse audience segments as follows:

Step 1: Target the financial population and convert them into show advocates

Step 2: Leverage the strength of the powerful content through organic reviews and WOM

Step 3: Target the OTT binge-watchers and ‘woke’ populace to inform the new generation about the scam and amplify awareness

Digital

  • Capture the attention of the core finance community through collaboration with relevant media portals frequented by them
  • Reach out to the intellectually evolved young audience via strategic partnerships with news Portals

Social Content + Video

We tailored exclusive social and video content for the identified audience groups

– Snackable pieces of video content targeted specifically to Gen Z & Millennials to sensitise them about them Scam 1992 – The Harshad Mehta Story

– Awareness pieces to familiarise people with stock market terminology during pre-launch- Leverage original episodic content to popularise the dialogues through content and a robust meme campaign

– Leverage the intense, catchy theme track throughout to create a single, strong hook for instant recall in the minds of audiences

– An exclusive content piece with real-life experiences of people affected by the original scam, to highlight the game-changing historical event

– A LIVE virtual concert by Neeraj Arya’s Kabir Cafe—who contributed two songs to the show—to sustain the buzz around the show’s music during post-launch

– Fun videos with the cast during post-launch to build a ‘fan’ experience for those who had seen the show

Innovation that drive Effectiveness / ROI Creative Tags/Snippets & other details

We identified the touchpoints where the core audience—the financial fraternity—was already present and reached out to them via targeted mailers and splash banners on business news portals.

Various innovative formats and collaborations helped drive the impact of the campaign further.

– Curated facts, trivia, and financial terminology for the Gen Z/Millennials unaware of the scam

– Choice scenes and dialogues from the show promoted on native handles to generate curiosity among subscribers yet to see the show

– Light-hearted video content featuring the cast to build a ‘fan’ experience, such as Behind-the-Scenes, cast reactions to fan comments, and interactive games with the lead actors

– Original interview piece featuring those with lived experience of the scam and collaboration with Brut. India to reach intellectual audiences

– Widespread meme campaign to reach young, massy audiences

  • Leveraged the hype around the show’s music with a live multi-platform virtual concert by Neeraj Arya’s Kabir Cafe, a band whose songs were portrayed on the show. The activity was conducted on-ground and broadcasted across all native social channels simultaneously, garnering 1.3M+ views overall
  • Utilizing UGC to conceptualize marketing content—the popularity of the title track gave rise to an organic trend of “What happens when I play the Scam 1992 theme song”. The best comments were curated in a video titled, “Effect of Scam 1992 title track” which had netizens in splits