India is home to one of the biggest entertainment industries in the world. Full of stars, big budget capers, elaborate sequences, etc. It’s a part of our tradition. Most of the brands tend to do product placement in films, sponsor television programming, and innovative branded content is still up and coming. Celebrity endorsement is one of the most popular ways of executing branded content.

The audience for our content were families.

‘Ghar ka khana’, as the campaign came to be called, cut through the noise of the category advertising and propelled the brand towards a trajectory of growth.

We set out to achieve least 0.5% market share (All India) within two quarters of the launch of the campaign. And we ended up gaining 0.6% within just one quarter of the launch of our campaign.

In September, Fortune recorded its highest market share in 3 years at 12.3%.

Youtube Results

· 1.26 million views on youtube within the first two weeks of release (Source: Youtube statistics) and stirred up many conversations.

· By 30th September, 2014, the film had recorded 1.79 million views on youtube.

RockeTalk Results

· 3 million views of the 4 min TVC while the preferred duration of the TVC on mobile is 10 seconds, this means the content was liked by the users (Source: Media Agency)

· Over 1 hundred thousand people shared the film among their friends on RockeTalk

· Over 2 hundred thousand people participated in answering the question around ‘Ghak ka khana’. Which is much higher than the average benchmark of not more than 100-200 response uploads (Source: Media Agency).