Star Plus: Satyamev Jayate

Navin Talreja and Khushnuma Daruwala

Campaign details

Brand owner: Star India
Agency: Ogilvy & Mather, Jonathan Dothan (independent consultant)
Brand: Star Plus
Country: India
Channels used: Direct marketing, Internet – display, Internet – general, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Print – general, unspecified, Radio, Social media, Television, Television – direct response
Media budget: 5 – 10 million

Executive summary

How do you make people watch serious content that they don't want to watch (the average TVR of social programmes in India is 0.4) on a day and at a time associated with fun and relaxation (Sunday), and yet beat one of India's most successful entertainment shows (Kaun Banega Crorepati – the Indian franchise of Who Wants To Be A Millionaire)? This is the story of Satyamev Jayate's journey from a programme to a social movement.