Who’s worthy of the Chakke Waali Kursi?
Background
Panchayat is Amazon Prime Video’s comedy-drama series that revolves around the life of Abhishek – a reluctant engineer who makes his way to Phulera as the small town’s Sachiv. He comes around to loving his job and the people there but gets caught in a rift between the local politicians. This leads to his transfer ending season 2 with a shocking cliffhanger.
Challenge
It had been two years since the previous season ended so we had to get the buzz started once again.
Insight
Panchayat’s Sachiv Ji had become the most relatable and loved character. When the previous season ended with a cliffhanger suggesting his transfer, fans were left wondering who would take over his role.
Objective
We aimed to draw everyone’s attention to the vacant chakke waali kursi and by virtue of it, get them hyped for the upcoming trailer.
Creative Solution
On observing how invested the viewers are in the show, we realised that the best way to find Phulera’s Naya Sachiv is to leverage their love for the OG Sachiv and start a country-wide hunt inviting A-list celebrities and fans to send in their entries.
Strategy & Execution
The campaign began with the most used & well-known format of a job vacancy post announcing the vacancy of the Chakke Waali Kursi, inviting applications from fans. The post was met with an overwhelming response, from celebs to fans flooding the comments with their CVs and inquiries about the job details. Celebrities like Karisma Kapoor, Masaba Gupta, Riteish Deshmukh, Anubhav Singh Bassi, Karan Sonawane, Ashneer Grover, and Jannat Zubair also joined the conversation, sharing their humorous ideas for transforming Phulera if elected as its Sachiv. The three finalists – King, Uorfi Javed and Anupam Mittal then presented their elaborate plans in a hilarious video, which concluded with the cast realizing how they needed to bring back the original Sachiv, creating a perfect setup for the trailer launch.
Impact (Result)
This hunt for Phulera’s Naya Sachiv took the internet by storm and garnered 18M+ overall views, 1M+ overall campaign engagement and 42K+ overall shares.
The Panchayat Season 3 trailer was Trending at #1 with 5.6M views, 10.4K comments and 249K likes on Instagram and YouTube.
Cumulatively, this activity amassed over 28.1M+ views, 16.8K comments, 491K likes.