Hindi Movies are an integral part of Indian pop culture. However Hindi Movie Television Channels are fighting against 3 key content consumption trends.

1. Movie watching on Television has become channel agnostic. Viewers come for the movies and have no preference for a channel

2. Second screen addiction (TV Vs. Mobile): Today India has more smartphones than US has people. They spend over 50% of their awake hours with their cell phones. This especially has affected the younger TG, not entering the TV movie channel viewership

3. OTT and digital explosion: This is adding to the problem of relevance and preference

Sony MAX has been amongst the top 3 television channels in Hindi Movies genre, It decided to fight the category threats

The Primary objective was to build preference for Sony Max amongst the digital audience and create a community that helps build engagement beyond just watching movies

To fight all these threats, we humanised Sony Max as the biggest fan of Hindi Movies & Bollywood to connect with other bollywood fans and audiences to create deeper engagement

We created a character straight from Bollywood that has all the information on audiences’ favorite movies, characters, stars and their lives. What’s more, it also has a sense of humour that will keep you giggling with its witty answers to your questions

Presenting Filmykaant - Asia’s first artificial intelligence (AI) NLP (Natural Language Processing ) chat bot

While chatbots are typically used for customer care, which invariably ends up becoming a complaint box we created a brand experience which became as entertaining as bollywood itself through ‘Filmykaant’

• Data gathering and insights:

The growth of internet users in India has touched half a billion today, where 97% of these access it using their mobile phones. India has surfaced as a global leader when it came to overall time spent on video streaming apps. This is also considered as a distraction for TV viewing. We used this distraction and converted that to a medium for direct engagement and introduced the biggest Fan of Bollywood ‘FilmyKaant’ through our audience’s favorite platform (FB Messenger) and create a community of fans online.

• Target audience (consumer demographic/individuals/ organisations) :

15+ all adults (Hindi speaking Markets)

94% YOY Growth for Hindi content Vs. 19% for English content online reinforced our choices

Our audiences showcased heavy mobile usage and inclination towards Hindi content which led us to create ‘FilmyKaant’ • Relevance to platform:

‘Filmykaant’ with its ability to not only reply with

Filmykaant is a one stop destination for every Bollywood lover and also leveraged as a platform for promotion of the Channels movie premieres to promote viewership . It is trained with more than 5000 keywords and key phrases to handle user conversation and personifies the personality of MAX, which makes it approachable to the audience Also, cinema lovers can engage with Filmykaant 24x7. If the chatbot doesn’t understand the intention behind a message sent by the user or doesn’t know how to respond, it will respond with a default message that it didn’t understand and needs clarification. The idea is to train him as he converses.

Built preference and relevance for Sony MAX by ;

Increasing the gap of viewership between the Sony max and second best competitor by 10% **

Over 1.1 Million unique Bollywood lovers engaged, out of which 30% are repeat users

More than 6 Million messages have been received on Filmykaant and the count is increasing by the day. *

The average time spent by user on Filmykaant is more than 3 Minutes

70% of the users on Filmykaant came from Hindi speaking Markets which are the primary markets for Sony MAX

Featured as one of the Top 10 bots on Facebook

Received earned media worth INR 6 Million

An interview with Filmykaant in India’s leading content portal ‘ScoopWhoop’

Bollywood Fandom from across border

*Facebook Analytics

**TVT for movies that were promoted on Filmykant with contest and engagement driving users to viewership.

***Brand Health and Audit amongst bollywood audiences