This was exactly what we (at FreeCharge.in) felt when we started off to make our 1st video. We wanted to make something cool, something innovative, something that people will love from an entertainment and brand view point. So, we tied up with an upcoming youth online channel ('The Viral Fever' - amazing guys!) to make India's 1st "entertainment advertisement". The result was 'Emotional Atyacharge'.
Check out the video here:
[youtube]http://www.youtube.com/watch?v=KRaPZkSJOvc[/youtube]
We took a popular TV soap, made a spoof on the same and integrated concept of 'FreeCharge' in the video very subtly, keeping the 'entertainment' quotient on top.
And boy, it sure caught eyeballs! We launched the video through the partner (The Viral Fever) on 29th April, only on social media with 0 ad spends. 3 days later, the video is gaining immense popularity with over 3.5 Lakh views, over 5000 shares on social media and trending on youtube during its initial days! For the record, this is one of the top 3 advertising videos on youtube all time, by viewership in India among ads that were launched only on social media (read: ads not heavily pumped with money on TV and youtube to force you - and us - to see it!
)There were many 1sts when it comes to this video. It was the 1st time a brand (offline/ online) went ahead with "entertainment advertisement" with integration of "brand story (concept)" in the video. It was the 1st time, FreeCharge launched it's promotional video. We are a great endorser of 'unobtrusive' content, we believe in selling with the customers, not selling to the customers.
With this ad, we took the risk of launching this video as a spoof. It was also the 1st time, an "advertisement" was launched as a mini movie (yup, keeping it long was intentional! ) So, we pretty much did everything that was "not" recommended by traditional advertising stalwarts. But, this is exactly what startups do, be creative, be innovative, mould the rules and look beyond. This time it clicked, next time it might not. Nevertheless, it is always cool to keep coming up with some crazy stuff.
Guys, would love to know your feedback on the same. It will help us learn and improve.
P.S. Pretty new to this platform. Seems interesting. Looking forward to learning a lot from all of you.
