By The Drum, Editorial

May 30, 2024 | 3 min read

Winning Gold in The Drum Awards for Marketing APAC’s Creative Innovation category is Amazon miniTV India and SoCheers with ‘Karan, 1 big accusation - Badtameezi: Netizens break the internet’. Here is the award-winning case study.

Imagine an entertainment marketing campaign that ignites a national conversation, not with politics or a celebrity, but with a common name. Witness the #KaranBadtameezHai phenomenon, a case study in how Amazon miniTV leveraged data and audience insights to propel their new show “Badtameez Dil,” whose main protagonist was called Karan, to stardom.

Intrigued? Discover a revolutionary approach to entertainment marketing:

Data Delves Deep

We mined audience data to uncover a cultural goldmine – the name “Karan.” The name ‘Karan’ is one of the most common names in India, especially in the millennial generation - our core audience for this show. This seemingly ordinary detail became the heart of a viral campaign.

Insights Ignite Engagement

Understanding youth preferences for relatable content, we crafted a playful hashtag (#KaranBadtameezHai/#KaranIsMannerless) that resonated deeply, because every millennial in India knows at least one Karan who is known to be a notorious fellow. Let’s just say it’s a trait that goes with the name.

Creative Platform Selection

We knew we needed to resonate with young viewers, so we turned to Instagram, a breeding ground for trends. Our hero? The common name "Karan." Our weapon? A playful twist - "#KaranBadtameezHai" (Karan is Naughty!).

User-Generated Symphony

By strategically encouraging UGC, we transformed viewers from passive consumers to active participants, fueling the campaign’s longevity & scale.

The Results? A Viral Masterpiece

  • Explosive Reach: #KaranBadtameezHai reached a staggering 35 million+ on social media over a short span of a week, exceeding expectations by a wide margin.
  • Trailer Views Skyrocket: The show’s trailer garnered over 10 million views, a direct result of the campaign’s ability to pique audience curiosity & drive business results for Amazon miniTV.
  • Cultural Conversation Starter: “Badtameez Dil” transcended entertainment, becoming a national talking point, and a Google search benchmark.

Why #KaranBadtameezHai Deserves Your Attention

This campaign is an inspiring example of Creative Innovation in entertainment marketing. It showcases the power of:

  • Data-Driven Creativity: Extracting insights from audience data allows for unconventional yet impactful marketing strategies.
  • The Power of Community: Encouraging user-generated content fosters a sense of community and fuels organic engagement.
  • Unleashing the Unexpected: Data can reveal hidden opportunities. Leveraging a common name as a central element set this campaign apart.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

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