Campaign details

Agency: Orchard Communications
Brand: Viacom 18

Situation Analysis

After the launch of Viacom 18 's Corporate Social Responsibility program, Chakachak Mumbai in 2016, we wanted to mobilise our employees and bring them together to do their bit towards the society, while inculcating a feeling of ownership and pride in it. In theory, it was a great idea. But the challenge was colossal.

How do you convince 1500+ diverse and skeptical employees (Viacom 18 has youth channels, a Hindi general entertainment channel and a bouquet of regional channels and English entertainment channels, only in its entertainment vertical. Besides broadcast, Viacom 18 also has a movie studio, an OTT platform, a Live and a merchandising business), to take out time from their schedules and come together in one movement, especially when it's something for others and not for themselves?

We knew that of all the challenges we would encounter, skepticism would top the list, followed by designing a campaign that spoke to one and all in a language they 'related to'.

Objectives