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 challenge was in getting viewers to tune in on the first day and return for the next 13 weeks?

The communication strategy emanated from the need to disclose just enough to intrigue and withhold just enough to avoid rejection. An extensive media strategy was developed, which would quickly transform this from a program into a movement by unleashing the power of social media.