Campaign details
Brand: Sony Entertainment Channel/Super DancerLead agency: Zapr Media LabsRegion: APAC
Objectives
45% of TV viewers in India tune in during prime-time every day to watch entertainment content in the form of reality shows, fictional episodes, etc. Our media labs division which measures broadcast TV consumption in India revealed phenomenal growth in the Dance-Reality Show segment. Sony Entertainment TV, a major broadcaster launched 'Super Dancer' to further tap into this growing segment. The client wanted to ensure the lowest hanging fruit i.e. TV viewers of other Dance Reality Shows were made aware of the...