The Force for Good campaign was also taken forward across TV, print, digital, CTV and other immersive media. The intent was to layer the messaging and drive traffic towards viewing the brand film.
While the film broadly covered most of the sectors that the Group operates in, the other campaign legs aimed to highlight the brand manifesto while also creating awareness of the Groups various businesses and initiatives.
BRINGING THE CAMPAIGN ALIVE ACROSS IMMERSIVE & TRADITIONAL MEDIA
KBC LAUNCH
The Campaign was launched live on Kaun Banega Crorepati by Mr. Amitabh Bachchan, marking the first time that a brand campaign has ever been unveiled on this platform. Another first is that the show would be breaking its traditional Q&A format with the Group supporting the education of one child for every question answered correctly by participants. With over 2,000 questions this season, this pledge will give 2,000+ children the opportunity to a brighter future through education.
PRINT AD
The print ad aimed to highlight the new brand manifesto with an invitation to scan a QR code and watch the epic brand film. The design borrows from the film and was in line with the theme of Independence Day. Apart from being on the front page of the Times of India newspaper, the communication was also extended into other integral publication extensions including a customised mast head designed in line with the campaign and a Skybus innovation on the editorial front page.
Times of India Front Page Ad of Force for Good Manifesto
Custom Force for Good Skybus
Force for Good Themed Masthead
DIGITAL & IMMERSIVE MEDIA
Various digital channels and media have been employed to bring alive this campaign. From the use of innovations on Hotstar to communication embedded within CTVs (connected television) and traditional digital channels including roadblocks on Times of India and Economic Times amongst others, the campaign was meticulously designed to extend the messaging across multiple touchpoints while dissipating it across a wide range of audiences.
Hotstar 3D Immersive Ad
DIGITAL INNOVATION
Times of India 3D Ad
DIGITAL INNOVATION
Times of India Digital Pop-up Ads
Economic Times- Expandable Ads & Banner Ads.
