Gandhi

Background

There are more than 100 television stations available for viewing throughout India, directly as terrestrial TV and also through cable and satellite operators. With this proliferation of TV channels on Indian TV screens, it is getting increasingly tough to attract people to watch a programme. With more prominent channels running expensive promotions in the outdoor and print media, it is difficult for niche channels like the History Channel to gain wide viewership.

Idea

To gain the attention of their target audience (young people living in the main cities), Leo Burnett Mumbai decided to ride the patriotic wave that currently exists in India, particularly among the youth, and to bring the campaign onto the streets. They dressed mime artists to look like Mahatma Gandhi and made them stand on pedestals outside city colleges, schools, parks and other youth hangouts in the four main metros for the week running up to the programme. The mime artists looked just like statues until they moved, adjusted themselves, and went back to standing motionless. Which is when people were drawn to the plaque on the statue that said, ‘Watch History Come Alive’, with the channel, date and time.

Results

The on ground reactions were astounding. People actually went up and touched the feet of the actors in respect and some children, who would have been studying the life and achievements of Mahatma Gandhi in school, even asked for autographs. The TRP ratings went through the roof and the figures for this particular episode of Biography went up by 42%.

Target Audience

Children and youth living in the four main metros

Size

This activity was conducted in the four metros for a week leading up to the airing of the programme.