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Discovery India

The Journey Of India

Agency: ting

Description

The Journey Of India commemorates the 75th year of Indian Independence through a 5-part series produced and conceptualized by Warner Bros. Discovery. The series, narrated by Mr. Amitabh Bachchan, accentuates pivotal themes including food, faith, conservation, Indian cinema, and innovation. The primary objective of the campaign was to promote the show.

The campaign commenced with the creation of a Key Visual, meticulously designed to encapsulate the rich diversity of India. This visual masterpiece incorporated iconic elements ranging from temple structures to cutting-edge technological innovations, alongside symbolic landmarks such as the India Gate. Additionally, prominent personalities associated with each theme, including Chef Vikas Khanna and Kajol, were prominently featured.

Furthermore, the Key Visual was adapted into six different languages - Hindi, Tamil, Telugu, Malayalam, Kannada, and Bengali - to resonate with diverse linguistic communities across the nation. These language-specific designs were strategically employed for Out-of-Home promotions in high footfall areas across all urban cities and on social media as well.

Engagement on social media platforms played a pivotal role in amplifying the campaign's reach. Over 160 talents were approached for brand collaborations, resulting in substantial earned media for Discovery Channel India's Instagram page. Concurrently, a strategic brand banter was orchestrated on Twitter, involving over 16+ brands featured in the show. This initiative, reinforced by endorsements from esteemed personalities such as Chef Vikas Khanna, Kajol, Rana Daggubati, and Anand Mahindra, facilitated the campaign's trend-worthy status.

In summary, through a multifaceted approach encompassing visually compelling designs, strategic social media engagement, and endorsements from influential figures, The Journey Of India successfully captivated audiences, celebrating India's rich heritage and journey towards independence.

This professional campaign titled 'The Journey Of India' was published in India in September, 2022. It was created for the brand: Discovery India, by ad agency: ting. This Content and Design media campaign is related to the Media industry and contains 2 media assets. It was submitted 7 months ago by Associate Vice President - Account Management: Rahul Nair of ting.

Credits

Partners - Sudharshan Anandkumar | Manan Vora | Aadil Mehta | Shruti Dhadda
Creative Director: Akaash Ampili | Vasudevan L
Associate Creative Director: Devlina Banerji
Account Management: Rahul Nair, Natasha Goenka, Sabarish Pavithramohan, Divya Muralidharan, Sujitha Santhanakrishnan, Preetha Selvadurai, Namrata Sivakumar, Vighnesh Jadhav
Copy: Aneesha Aditya, Janani Sridhar, Malavika Subramanium
Art: Parthiban Ganga, Vignesh Srinivasan, Akshara Ramanathan, Dhakshin chandrasekar, Uma Devi Ramachandran, Sasikumar
Edit: Dinesh, Jithesh Kumar, Karthick, Vijay Natrajan, Tamilarasan, Subash Shanmugam
Youtube: Anitha Aruchamy, Aishwarya Pratap, Suguna
Website & Digital: Siddharth & Karthikeyan
Strategy: Kameshwari Jagasia & Fiza Anand

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