Set MAX Leverages Social Media To Gain Eyeballs For “Sirf Dekhneka Nahi”

Set MAX launches "Sirf Dekhneka Nahi campaign" which is a pre buzz initiative of IPL season six. The brand is doing an extensive promotion on social media too.

The Indian Premier League (IPL) is once again knocking on our doors and so are the marketing initiatives. IPL is back for the sixth time at a screen near you and the broadcasting rights have gone to SET Max. To make the T20 entertaining, MAX has tied up with JWT and has launched a pre IPL ad campaign –“Sirf Dekhneka Nahi” a month before, as reported by AFAQS.

The campaign that focuses on the entertainment part rather than the T20 cricket match, urges spectators to do more than just viewing the matches. The campaign has roped in Bollywood director and choreographer, Farah Khan who shares a specific dance move for viewers to imitate each time a four or six is hit, and each time a wicket falls. The catchphrase that has been focused on the ad is “Sirf Dekhneka Nahi”, which is a Hindi slang for “Don’t just watch the game.”

Promotions on YouTube and Twitter

Set Max is promoting the ad campaign on all the mediums and social media is not behind. With an impressive presence on Facebook, Twitter and YouTube, the brand is aggressively promoting on all the channels and reaching out to its social circles. The campaign features multiple videos in different scenarios and all the videos have been uploaded for its YouTube community. The videos are getting a great response from YouTube, which has more than 98K subscribers. Shared below is one such video that has got more than 300K views having been uploaded 3 weeks ago.

According to Unmetric, the channel on YouTube that uploaded 6 videos which were related to the ad campaign, got more than 1M new views and more than 29K new subscribers. The above video “Sirf Dekhneka Nahi! — Bad Dancer” is also the top most video for last month followed by two more videos of the same campaign at the second and third spot respectively.  The below screen grab highlights the video statistics of “Sirf Dekhneka Nahi! — Bad Dancer” for understanding the growth.

Twitter is also being used as a medium to promote the videos with its more than 12K followers. The tweets have focused on sharing the different set of videos with the use of the hashtag #SirfDekhnekaNahi.

Share and Win Facebook campaign

On Facebook, where the brand has more than 824K fans, it has focused majorly on sharing the different ads with its fans. The response from the Facebook fans has been great and the latest ad that highlighted the dance step at the fall of a wicket, has got more than 75 shares.

In addition to this, the brand has launched a contest for its Facebook fans – “Share and Win.” A no brainer contest that asks you to share the 6 videos that the brand will share for a month till March 25, 2013. Finally 10 participants would be selected on the basis of the number of shares on their timeline and whoever gets the maximum number of shares on each individual video will get a goodie bag from MAX.

The contest has been designed keeping in mind the ad campaign. The objective is to get more reach and what better way to do that via your fans and hence the contest. However, the app has quite a few glitches –

1) I have no clue why you need the phone number? Is it another campaign to collect personal details? On another thought, why didn’t the app use Facebook Connect feature to grab the details. Isn’t that a faster way to do things?

2) The “Invite” button is throwing an error when I ran it on the latest version of Chrome browser.

TV and social media getting closer?

The trend to bridge the gap between TV and social media has been there for quite some time. We have earlier seen how TV serials and movies that are being premiered on TV have been using social media effectively for promotions. So the campaign from MAX to promote the IPL with the ad campaign is not a game changer on social but has certainly been integrated well. Tying the Facebook contest with the IPL ad campaign is not only smart but lets the brand meet its objective to get more reach for the videos.

So have you learnt the step that Farah is teaching? Perhaps, the brand will feature you in its next TVC!