Our idea highlights the plight of a child who hears a story, but doesn’t quite imagine it the way it should be. Often, line between the narrator and the characters blurs itself. Storytel, does justice to the stories and characters with its vivid narration, well-modulated voices and background score to bring back the magic of fairytales.

A story is only as good as it is narrated, because a bad narration can ruin it. For Storytel, an audiobooks app, we used characters from children’s stories which are distinct and memorable in their own way, becoming clones of the narrator. This would obviously paint a distorted version of the story in the child’s mind. We depicted scenes from famous fairytales through photography, replicating the costume and surrounding elements to depict a medieval time and the narrator being every character. The child and the parent in their modern-day clothes are used to differentiate between the real-world narration and the child’s imagination.

Since we had to reach out to a wider and mature audience to download the app we released them as print ads in one of India’s oldest newspapers, 'Kesari', across major metros with maximum circulation.

Within a week of the campaign releasing, Storytel witnessed a 32% increase in downloads on the App Store and Play Store. After the initial free trial period of 30 days, 7 out of every 10 users who signed up, opted for a yearly paid subscription.