My Nation News Online News Launch Campaign
Objective
In India, most media entities are owned by political parties. Hence, the news Indians receive on a daily basis is heavily adulterated and biased. Asianet sought to change this scenario by launching India's first independent news channel, My Nation. Untethered to the Right or the Left, they aimed to be a disruptive force in the Indian media landscape. They wanted a campaign that was equally disruptive, that would target India's youth and drive traffic to mynation.com
Solution
We created a series of anonymous hacker-styled teaser videos that were used to "interrupt" live broadcasts on select TV channels. These teaser videos were also used to interrupt YouTube and Facebook videos. With a revolutionary tone of voice, we piqued India's curiosity. Was this a new political party? A campaign against corruption? The online rumour mill was working overtime. Finally, we launched the news channel's official website and app along with a revealer video that received rave reviews from India's millennial audience. Mynation.com received 1.6 million views on the day of its launch and over the next few months, this number rose to 35 million views.
Ideation, Creative direction, Art direction, and Visual design.
Agency: Wunderman Thompson
Team: Lokesh Mohan, Selvan Ross, Maithreya.
Whether they looked down at their phones or up at the world, we used guerrilla marketing to ensure that India's youth took notice. We created posts that were promoted on social media and 10 second videos that appeared on digital billboards across 5 major cities in India.
