Satyamev Jayate: Managing a billion expectations

This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media.

Satyamev Jayate: Managing a billion expectations

Ogilvy Mumbai/Jonathan Dothan

Summary

This is the story of Satyamev Jayate's journey from a programme to a social movement.

How do you make people watch grim content which they don't want to watch (average TVR of social programs in India – 0.4), on a time and day associated with fun and relaxation (Sunday) and yet beat one of India's most successful entertainment shows (KBC – The Indian franchise of 'Who wants to be a Millionaire')?

Star Plus grappled with this monster of a question after it had shot an expensive social change program. The...

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