Marketing Objective
Star Plus was launching a new political satire - Har Shakh Pe Ullu Baitha Hai" (HSPUBH). Our objective was to dial up interest and build excitement around this new political satire on Star Plus.
Situation Analysis
Viewership challenge: The show was being launched to drive male viewers on the channel which had seen predominantly female viewership without any traction for male audience.
Show proposition:India is a politically passionate nation. Politics attracts a lot of interest, arguments, discussions and debates. People are divided on different sides of the political spectrum but one thing they all unanimously agree...