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...