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SMJ social euphoria simmers down

14-May-2012
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SMJ social euphoria simmers down

Successful brands are those that drive conversations and impact human behaviour. One brand that started the trend last week by getting the whole country into conversation was Aamir Khan’s debut show on television ‘Satyamev Jayate’. After talking about the heart wrenching issue of female foeticide and following up the action on the episode by meeting Rajasthan Chief Minister, Aamir Khan opened doors to an issue that plagues our society but is often not discussed in our drawing rooms. 

While the topic of #ChildSexAbuse, that formed the basis of Satyamev Jayate’s second episode trended on Twitter for almost the whole day after the show aired, if statistics between last week and yesterday are to be compared, the phenomenon on social media seems to have already receded. Unlike last week when the top nine trends on Twitter in India related to the show, many other events like F1, EPL, Mother’s Day, Rajasthan Royal’s Ajit Chandila in IPL kept social buffs engaged more than the show. 

However, one can say that the show managed to get repeat viewing as twitter went buzzing with the new topic as soon as the show started. ‘Respect the behaviour, not the age’ was the biggest take-away from the episode as #ChildSexAbuse trended on twitter during the show and continued till late night on Sunday. Other trends that emerged from the episode were Ram Sampath’s song ‘Haule Haule’, participants on the show Harish Iyer and CindrellaMehfuz, and helpline for children Childline1098. As an aftermath, many people candidly shared their own experiences in childhood of sexual abuse through blogs, websites and comments. They also tweeted the links on Twitter.

Interestingly, Satbir Singh, Managing Partner and CCO, EuroRSCG’s tweet – ‘Like the emergency 100 and 101 phone numbers, there's a Childline: 1098’ – attracted many re-tweets and became part of timeline of many. 

Not much action was seen from the media, marketing and advertising world too. LK Gupta, CMO, LG India tweeted at the time of beginning of the show, ‘Oh no, Not again! Do we have to go thru it every sunday?’ (Sic) – apparently referring to the show. 

Bobby Pawar, Chief Creative Officer, JWT India lent his two words on the show – ‘Isn't it shameful that a tv show is attempting to deal with issues that our representatives in parliament hold below their petty politics?’ (Sic) 

The trend also shifted to the topic being discussed rather than Aamir Khan or Satyamev Jayate unlike last week. Commenting on the same, Ashok Lalla, Leader, Digital, Mindshare tweeted, ‘It's good to see the issue #Childsexabuse trend, and not star @aamir_khan. I guess that's the idea behind the show’. 

From the media world, both Rajdeep Sardesai and Barkha Dutt seemed more interested in tweeting about how participants on today’s show had been a part of their shows such as ‘Zindage Live’ and ‘We The People’ already rather than sharing their opinions on the matter in discussion. 

The full length video of the show on YouTube managed to get more than 20,000 online views after the telecast of the episode. However, the repeat telecast of the show at 10PM in the night hardly drew any attention on Twitter. 

To conclude, second episode of Satyamev Jayate could not grab as much attention as its debut episode, if social media buzz is to go by. Let’s wait and watch as the show progresses...

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