Equity studies have revealed that the youth are more optimistic than ever and seeking to establish a name, an identity for themselves. This was the right time for the brand to truly embody its philosophy of “Risk Utha Naam Bana” through real life examples.

To go beyond a celebrity studded approach and use an authentic and real storyline to deepen the brand’s connect with end consumers. The platform and communication tone had to leave the viewers with an awe inspiring message.

Through strategic partnerships, we were able to showcase Kangchenjunga Calling series across the digital universe and generate earned media

CONTENT PRODUCTION

11-part episodic series (short-form 2 – 3 minute episodes)

100+ digital-first assets.

PAID PUSH

YouTube : Mastheads, YT In-Sreach

Social : Facebook R&F

CONTENT DISTRIBUTION

Web: VICE.com

Social Media: Facebook, Instagram, YouTube.

VICE Partner Network: India Times, MensXP, and more.

OTT Players: Voot and ShareIT (next in line for distribution: Hungama).

Digital Publishers: BSNL, MTNL, Amazon Fire Stick, and more.

Mainstream media (local and APAC): Economic Times, Campaign India,

Content Asia, Mumbrella, Ad Gully, Impact Magazine, Business Standard, and more.