To raise awareness of the new International Favourites Bolt On from O2, we created an integrated campaign for the Indian community – the biggest segment within the target market. Using the audience insight that families come together around the television to watch Indian soaps, the Indian Soap Star idea was born.
We gave one lucky customer the chance to fly to Mumbai to star in Pavitra Rishta – the hit Zee TV soap. The campaign consisted of digital, experiential, TV, Press and PR.
Watch the campaign roundup here:
Watch the first round of audition highlights here: