Show Summary:
Guilty Minds is a courtroom drama that takes you on a ride of solving cases based on prevalent societal issues and also gives the audience a sneak peek into what goes on behind the curtains of the Indian judiciary system.
Challenge & Objectives:
To build hype and invite courtroom drama lovers to indulge in this one-of-a-kind show on Amazon Prime Video India over other OTT platforms.
Creative Solution:
Keeping the show plot in mind, we wanted to entice people and relate the premise of the show to their own ‘guilty minds’. We picked one of the most relatable courtroom elements of sending a notice and summoning people to court.
Strategy & Execution:
We sent notices to the show’s cast & popular influencers of India accusing them of being guilty for doing the unthinkable. They soon posted a picture with this notice on their Instagram Stories wondering why they had been summoned by Prime Video India.
To extend this on Twitter, we tweeted from Prime Video India’s handle where the audience was asked to like if they were guilty or retweet if they not guilty of binge watching shows. Upon engaging, they were sent an auto-reply message with a notice on behalf of Prime Video India asking them to be present for the hearing on 8th April, 2022 driving them to the trailer. Simultaneously, influencers like Karan Kundra, Tejaswi Prakash, Atul Katri, Amal Malik, etc. took it to IG posts and stories showcasing the notice received by Amazon Prime Video India, later revealing what it actually is.
But it didn’t stop there!
For driving conversations around the show, we collaborated with India’s most loved influencer couples & put them against each other to settle the most popular debates on the internet & find out who’s guilty and who’s innocent.
Our lawyers, Deepak & Kashaf stepped in to represent the couples in the court. While there were traces of each partner being guilty of having chai over coffee and staying in v/s going out. Well, that surely got everyone excited for Guilty Minds.
Impact OR Results
Over 31M+ eyes were on this case
About 452K were found guilty to be engaged.
The word spread like wildfire reaching about 6 million people!