In India, TV advertising still remains key. TV delivers an intensity of experience and an audience reach that other media struggle to match. However there is a growing movement in the branded content and entertainment space. With many brands now exploring this medium.

The rising trend here, is a brand's need to engage with their consumers particularly in the mobile and online world. It's becoming more of a priority to not just use digital to engage but to actually entertain. Brands are gradually recognizing the importance of branded content and entertainment because of this.

So there is a rise in receptiveness to branded entertainment.

With the economy back on track, media consumerism is expanding rapidly across platforms. Beyond traditional platforms, the fastest growing area for the media industry has been around the digital space. Consumer demand for digital content is now the norm. This evolution has happened primarily around platforms to access this content as well as the specific formats in which this content is consumed. A large part of this demand comes from the younger generation that is hungry for content and consumes about 30 to 35% of an average day worth of digital content consumption across platforms.

Through online bought media banners, Facebook social posts, Twitter, and own media (nokia.com) we articulated the concept of PDD-ing and through creative lines, visuals. These can be seen in our PDD Deck PDF, uploaded in the additional support section.

We built intrigue around the contestants and the Night-Offs through short 'teaser' videos which we played on Youtube and as Facebook posts.

Within 10 days we had over 400 entries during the recruitment phase.

Caused national buzz with over 10,000 hits before the release of night-offs; 8000 more after just night one.

OVER 25,000 people downloaded Nokia City Lens with the first few weeks.

5,233 City Lens App downloads from our campaign page alone.

We directed around 865,765 visits to the Nokia website from our campaign page on Facebook.

Received 78,870 video views, most of them via social sharing.

And stirred up a total of 73,193 Likes, Comments, Shares and Tweets on Facebook, Twitter and Youtube.