Objective

• To create awareness, drive high engagement and garner positive reviews by initiating high word of mouth around this slice of life anthology.

Strategy

• There were a lot of conversations generating about the casting of this particular series and the music that was part of each episode.

• The pre-existing buzz around this anthology was that there was a season prior to this with episodes revolving around life during lockdown and that this season was to be launched on ‘Pongal’.

• Our strategy was to encash on the ‘Pongal’ release. Pongal also means a new year or new beginnings and the theme of the show goes in tandem with this.

• The show revolves around the theme of life after a pandemic and how each one of us will find hope and the strength to pull through at unexpected times and places.

Results

• The first leg of the campaign began with the launch of Putham Pudhu Kaalai Vidiyaadha’s trailer. Post the trailer launch, a large number of positive conversations were observed surrounding the cast and background music of the show

• The title track of the show was used throughout as the background music, which helped to garner immense attention. Sung by G.V.Prakash the title track was then launched across platforms which created a wave of content and comments in terms of appreciation, positive conversations and so on. Leveraging from which, we pushed various reel videos asking audiences to make their own versions using the same audio.

• We associated with music influencers like Nityashree, Sam Vishal and Syed who recreated the title track and sang their own versions which were highly appreciated by viewers and helped create immense hype around the show. In addition to that, we also partnered with influencers like Selvaa, Aswin, Diwaakar Ajay and Dhanush who created conceptual reels using the title track as their audio.

• The show was set for a ‘Pongal’ release. To take advantage of this occasion we associated with influencers from various fields like Music, TV and sports like Sai Rithu, VJ Rakshan, Vaishnavi, Sanjana Sarathy, Nikhil Thomas and Rahul Raj to commemorate this auspicious day and Putham Pudhu Kaalai Vidiyaadha’s vibrancy. The influencers posted a picture of themselves celebrating the festival at home or with their family while speaking about how Pongal is a day to celebrate new beginnings and to spend time with family, linking the festival back to the show’s central theme of family, friends and life after the pandemic.

• Cricketers Dinesh Karthik and Ravichandran Ashwin, were all praises about Putham Pudhu Kaalai Vidiyaadha being a perfect collection of stories, emotions and soulful music and how every single episode has a lesson or a moral to be learnt.

• Following the launch of the series a Twitter Spaces session with the cast of PPKV was programmed. This buoyed the show to get even more traction and also connect with the audience on a personal level, making them a part of the journey, and creating more excitement for the series. The session was attended by 500+ fans who were exhilarated to connect with the cast of Putham Pudhu Kaalai Vidiyaadha and speak with them about how their experience was, doing a series like this. The session was hosted by DD and was a huge success, apart from the cast and crew we were also joined by a few more distinguished personalities organically like T.S.Suresh, Induja Ragunathan, Anusha Sundar, Madan Gowri, Dr. Jeffrey Guterman,  Vishakha J. Singh, Dharma Chandru and Janardhan Koushik.

• The teaser till date garnered a total of 1.7 lakh + views on YouTube

• The trailer till date has amassed a total of 8.5 Million + views on Youtube

• The title track sung by G.V. Prakash has been highly acclaimed by fans and critics alike and gained a total of 8 Million + views