How Karan, one of India’s most common names, broke the internet
Winning Gold in The Drum Awards for Marketing APAC’s Creative Innovation category is Amazon miniTV India and SoCheers with ‘Karan, 1 big accusation - Badtameezi: Netizens break the internet’. Here is the award-winning case study.
Imagine an entertainment marketing campaign that ignites a national conversation, not with politics or a celebrity, but with a common name. Witness the #KaranBadtameezHai phenomenon, a case study in how Amazon miniTV leveraged data and audience insights to propel their new show “Badtameez Dil,” whose main protagonist was called Karan, to stardom.
Intrigued? Discover a revolutionary approach to entertainment marketing:
Data Delves Deep
We mined audience data to uncover a cultural goldmine – the name “Karan.” The name ‘Karan’ is one of the most common names in India, especially in the millennial generation - our core audience for this show. This seemingly ordinary detail became the heart of a viral campaign.
Insights Ignite Engagement
Understanding youth preferences for relatable content, we crafted a playful hashtag (#KaranBadtameezHai/#KaranIsMannerless) that resonated deeply, because every millennial in India knows at least one Karan who is known to be a notorious fellow. Let’s just say it’s a trait that goes with the name.
Creative Platform Selection
We knew we needed to resonate with young viewers, so we turned to Instagram, a breeding ground for trends. Our hero? The common name "Karan." Our weapon? A playful twist - "#KaranBadtameezHai" (Karan is Naughty!).
User-Generated Symphony
By strategically encouraging UGC, we transformed viewers from passive consumers to active participants, fueling the campaign’s longevity & scale.
The Results? A Viral Masterpiece
- Explosive Reach: #KaranBadtameezHai reached a staggering 35 million+ on social media over a short span of a week, exceeding expectations by a wide margin.
- Trailer Views Skyrocket: The show’s trailer garnered over 10 million views, a direct result of the campaign’s ability to pique audience curiosity & drive business results for Amazon miniTV.
- Cultural Conversation Starter: “Badtameez Dil” transcended entertainment, becoming a national talking point, and a Google search benchmark.
Why #KaranBadtameezHai Deserves Your Attention
This campaign is an inspiring example of Creative Innovation in entertainment marketing. It showcases the power of:
- Data-Driven Creativity: Extracting insights from audience data allows for unconventional yet impactful marketing strategies.
- The Power of Community: Encouraging user-generated content fosters a sense of community and fuels organic engagement.
- Unleashing the Unexpected: Data can reveal hidden opportunities. Leveraging a common name as a central element set this campaign apart.
Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.