THE CHALLENGE: No one would watch a TV show based on social issues featuring disturbing content. Especially, if it was telecast on a Sunday morning. TV ratings for this time slot in India were 0.4 TVR. So when Star India, India's biggest TV network, decided to launch Satyamev Jayate - a grim but socially relevant TV show, we knew that no Indian may want to watch it.

THE OBJECTIVE: Our campaign had to galvanize 1.2 billion people to tune into the show on the day of its launch.

THE STRATEGY & EXECUTION: Star India roped in Aamir Khan, India's biggest movie star known for supporting social causes as the show host and we launched show promos where he made provocative statements like "Let people cry... let them get pissed", "The show should hit people's hearts". We shared it with media and multiplied the PR buzz - Leading channels like CNBC, Economic Times started doing stories on these unique show ads, first time South Indian media was invited, Financial Express & Business Standard did spokesperson interviews. We even took the first episode screening to remote villages where there was no electricity. And so on launch day, it created dream results - 1) Satyamev Jayate opened with over 1000% higher TV ratings of 4.7 TVR 2) Our website crashed with inbound traffic 3) Satyamev Jayate most searched words on Google Trends on launch day & 4) Trended top 5 on Twitter on launch day globally.

First phase, we launched show promos featuring Aamir Khan. We made provocative statements through him - "Let India cry... Let people get pissed", "The show should hit people's hearts”. We also uploaded films on YouTube. The campaign wasn't just viewed by lakhs but it also intrigued India across media and regions. Ordinary people and celebrities alike started tweeting about it. Leading media like Economic Times, Financial Express, Aaj Tak, CNBC etc. picked it up and made speculation about the show rife. Finally, we launched some more promos asking people to get up early on Sunday and watch the show. This piqued the country's interest about the show to the hilt. All of which resulted in over 1000% higher opening of the show with TV ratings of 4.7 TVR.

1) Satyamev Jayate opened with over 1000% higher TV ratings of 4.7 TVR

2) Media coverage worth USD 2.5 million

3) Donations worth USD 1.7 million for social causes

4) An incredible 1.39 billion social media impressions

5) Satyamev Jayate website crashed with inbound traffic on launch day

6) Satyamev Jayate were most searched words on Google Trends on launch day

7) Trended Top 5 on Twitter globally & 6 Lac Facebook likes on launch day

8) Fast Track Courts for Female Feticide announced

9) Child Sex Abuse Law passed in the parliament

10) Aamir Khan invited to parliament & made it on the cover of TIME