Ashish Chanchlani's "The Loan Scam"

Popular YouTuber Ashish Chanchalani was launching a video on Amazon MiniTV where he was trying to scam people through loans. Our task was to put the scam in the spotlight and intrigue people to watch the video on miniTV platform. So we came up with an audacious idea to scam our audience and have some fun, and in the process, increase engagement.

The idea was to not restrict the campaign to just social posts, and also leverage the influence of Chanchalani in a way that is interesting, and also stay true to the content that is to be promoted. In order to achieve all the objectives and overcome the challenges we opted for an effective Digital and Media strategy that helped in creating an intrigue amongst our viewers. Targeted promotions on social media platforms like Facebook, Instagram and Twitter with a heady mix of media activitiations like roadblock banners and GDN banners proved to be effective platforms for reaching out to the masses.

Taking the campaign a step further digitally, the Truecaller partnership enabled the creation of a prominent lift in the idea for scamming people. Organic incoming calls on the number leaked was 131.35% more than expected which helped in lifting almost 25M users in total impressions.

True to the video, the campaign #ChanchlaniNumberLeak was executed with just the right amount of tease and naughtiness,which is so characteristic of the content creator himself. It was executed in the same way any good ‘scam’ is executed, by thorough planning and following a consistent narrative. Our message of Ashish Chanchlani’s new video “Loan Scam” dropping on amazon minitv was disseminated amongst our audience in various phases :

- Teaser Phase: Building anticipation around the number leak of popular youtuber “Ashish Chanchlani” on his birthday. The same was amplified by partnering with truecaller and various other digital influencers

- Launch Phase: Revealing the scam done by Ashish on his birthday and driving users to amazon minitv app through an outbound call from truecaller along with various other PR platforms and media activations

- Sustenance Plan: Engaging content to drive conversations around the campaign and sustain the brand recall.
The idea of number leak through a ‘hidden camera’ setup worked perfectly to make it look as organic as possible. Sure enough, the number was called numerous times ( 0.31 million+) owing to Chanchalani’s popularity, which meant that we successfully grabbed the attention of our audience. What followed was a strategic flow of movements and a unique interactive campaign where we called more than 1 million numbers including the ones who called us and used Truecaller as an unexpected platform to promote the show and also Amazon MiniTV.