2016 Winners & Shortlists

BOLLYMOJIS

BrandZEE ENTERTAINMENT MIDDLE EAST
Product/ServiceTV NETWORK
EntrantSTARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
CategoryUse of Screens
Media Agency STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Entrant Company STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Media Agency 2 STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

Brief Explanation

Bollywood classics are a must-watch for every Indian movie fan.So when Zee Cinema was losing popularity among young Indians in UAE, they had to do something to get them back. But this was wasn’t easy For today’s generation, Bollywood belongs in the past. And worse – they can hardly relate to the language, and the cheesy subtitles don’t really help!

Results and Effectiveness

BollyMojis connected with 300,000 Indian youth in UAE in just 4 week and has since become a regular part of the channel's content. Zee Cinema attracted 17% more young viewers in the following 2 months. (IPSOS 2015)

Creative Execution

We created BollyMojis where iconic Bollywood scenes were Emojified creating a unique fusion of the past and present. Scenes from classics such as 'Sholay', 'Deewaar' were given an Emoji twist giving them new meaning and relevance. And in the process we gave birth to a new 'fun' art form. Four trailers were created and placed within ad breaks. We also promoted them on social media to reach the youth. The youth started creating their own Bollymojis and sharing it making it a new trend!

Insights, Strategy and the Idea

Young indians in UAE are not Bollywood fans like their first generation parents. They find old Bollywood classics cheesy and corny something which belongs in the past. Moreover, they can hardly understand the language - Hindi. So how do you attract them? Simple! We speak to them in a language they understand. Emojis - the universal social language of today's youth.

Credits

Name Company Role
Arnab Mukherjee Zee Entertainment ME Deputy VP/Content Head
Tanvi Bansal Zee Entertainment ME Manager Programming/Mktg
Mohit Lodha Starcom MediaVest Group Regional Director - Human Experience
Nikita Masillamani Starcom Mediavest Group Senior Media Executive