Aamir Khan is a shrewd marketer: Vivek Bhargava

Satyamev Jayate is a testament of how digital has grown to be more than just a customer acquisition medium, says Vivek Bhargava, MD, Communicate 2

e4m by Vivek Bhargava
Published: May 7, 2012 1:00 AM  | 4 min read
Aamir Khan is a shrewd marketer: Vivek Bhargava

Very few people were able to hold back a tear as they watched ‘Satyamev Jayate’. Today, the term Satyamev Jayate stands for ‘Truth alone prevails’. The only thing that I would like to add to this is, ‘In order for truth to prevail, it needs to be amplified’.

The show is a true testament that digital and mobile in India has reached a level where it is now able to provide the perfect platform for this amplification and what an amplification it has been…

We are all aware of some of the social ills plaguing our society. However, we have never had a platform that allowed us to do our bit on an individual basis. Digital provides us this platform.

With this show, Aamir Khan proves again that he is one of the shrewdest marketers of the modern era.

Let’s discuss a few ideas of how digital was used by ‘Satyamev Jayate’.

Ensuring you watched the show: I had a personal engagement at 11AM today and thus was not going to be able to watch it live. I had a big pitch today and am travelling to Beijing tomorrow. So, most likely I would have missed the show.

However, as I logged into Facebook and Twitter in the car, my timelines were completely engulfed with ‘Satyamev Jayate’. It felt if I did not watch the show and air my views, it may tantamount to me supporting the dark side.

As we work with Star TV, I knew I could watch it online and I did. Of course, it did turn out to be one of the most moving shows I have ever seen. Star TV got a loyal follower of the show – a follower of a demographic that advertisers are most interested in and who they may have missed if it weren’t for digital.

Increasing donations for the cause: Generally celebrities say, “don’t go anywhere, fetch a pen and paper”, etc. My response has always been…“Yeah right!” However, watching it on SatyamevJayate.in, I actually paused the screen when Aamir Khan instructed me to an SMS for the cause, which I did. Not only that, I wanted to see what Star TV offered through mobile, so ended up subscribing to its mobile package of Rs 10 per month. Digital makes call to action convenient.

Increasing awareness of the cause: After watching the show, I wanted to contribute to the NGO that is supporting this cause. I went to its website; looks like millions of other people did the same.


Amplifying the benefits to the show’s advertisers: It is very easy to forget the advertisers of most TV shows. However, digital helps in creating deeper engagement, thus aiding their recall. Further digital allows influencers to share tweets, comments on Facebook, etc. – all leading to better traction for the advertisers of the show.

I knew female foeticide takes place in India. However, like most people, I thought it was limited to poor illiterate people in villages. Social media allows companies to capture the state of the consumer as at that specific moment, he is willing to do what you would like him to do.

Here is a snapshot of the just the likes, shares on www.satyamevjayate to further elucidate the point. I expect this to increase to millions over the next few months.

It is critical that brands start looking at digital differently. It has no longer remained a customer acquisition medium, it is an effective brand building platform. It is a platform that aids information dissemination, it allows one to build and sustain communities, helps plan products/content as it tells you what people are thinking (search engines) and doing (social media). Lastly, it can help in amplifying almost all endeavours of an organisation, albeit even if they are offline.

Organisations that learn to leverage the holistic power of digital and mobile effectively will gain a competitive advantage. The key is to start thinking of digital as a catalyst to all endeavours, rather than just another advertising platform. This is the truth and this too shall prevail.

The author is MD, Communicate 2

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