General Manager Marketing & Digital Strategy
Breakthrough is an organisation that works to create a cultural shift, curbing discrimination and violence against girls and women. The client planned to launch a campaign ‘Dakhal Do’ to abolish violence against any women. Violence against women is no more a personal matter - the organisation wanted to propagate this message in UP since UP registered the highest number of crime against women in 2019 (as per a survey conducted in UP).
We chose top 3 OTT platforms (MX Player, Hotstar, Zee5) and top 3 news portals (Lallantop+Aajtak, Amarujala, and Daily Hunt). Our prime objective was to deliver and reach the TG in the Hindi speaking belt.
To re-create buzz
Generate interest and reach youth
Engagement through a pledge campaign
The biggest challenge was to drive genuine engagements and propagate this social awareness campaign by reaching the youth of UP and increasing their participation.
Dakhal Do campaign on OTT platforms became one of the mega hit campaigns for the brand, reached 10 million impressions in just one month. Amar Ujala and Indian Express published a benchmark article. The success story of this campaign was read by more than 1.5 lac people and 1.6 lac users read the stories on various platforms.