• Bottom-Up Content Works Better

Objective The world behind the camera

The objective was cover behind the scene moments of the iconic TVC featuring Jason Roy and create engaging content around it.

10 Million

Video Views

Challenge Culture neutral content

Since the TVC was shot in Punjab it majorly focused on Punjabi culture. Our challenge was to create content that was culturally neutral and was not inclined towards and one particular region.

Strategy Engaging the star players

We used professional equipment to cover the behind the scene events and candid moments to show and create interest in the audience of what goes on behind the camera. Auxiliary content was also being created along with the BTS such as a light hearted Rapid Fire between Jason Roy & Younus Khan,

Result A remarkable performance

The BTS and auxiliary content performed better than the TVC itself and created remarkable engagement.