Dakhal Do - a bystander intervention campaign for violence against women.
  • 10 Million Impression
  • 3.5 Million People Reached
  • 7K+ Pledges & responses generated
  • 200K Story read on the platform
  • 3.5 Million People Reached
  • 50K Story readers in one week
Imagine the world where we didn’t walk away. Where we stopped the next stalker, called out the next cyberbully, held the next abuser accountable. Where we, above all, made sure that women were safe. Because the truth is: it is our problem. It is our collective problem and we have the responsibility to collectively and responsibly intervene, that's what Dakhal Do is all about. Infinity chose a popular OTT platforms and media mix on Hotstar, Zee5, and MX Player. Amar Ujala helped the cause in reaching to the masses in a massive way. The face value of actor Raj Kumar Rao further strengthened the appeal to Dakhal Do amongst the masses.

General Manager Marketing & Digital Strategy

  • Overview

    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.

  • Approach

    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.

  • Conclusion

    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.