MAM

#hoyejak: We used all SVF properties to promote Hoichoi, says Vishnu Mohta

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/10/23/Vishnu_Mohta1.jpg?itok=bgtR4iCq

Imagine, what will pop up in your mind when you hear ‘Let’s do it’ or ‘Ho jaye’, something naughty or kinky? But, these are words regularly used by Bongs in their day-to-day lives.  Hoichoi however made it into a happening and impactful campaign.

The recently-launched OTT platform Hoichoi buzzed with a creative campaign called #hoyejak. Designed by Rediffusion Y&R, it created a hype across social media platforms such as Facebook, Twitter and Instagram.

Hoichoi was launched on 20 September by Shree Venkatesh Films (SVF), an Indian media and entertainment company headquartered in Kolkata. #hoyejak by Hoichoi, an ad-free platform with a collection of seven original web series till date and three more to launch by the end of October, was preceded by some funny one-liners which created a lot of curiosity amongst the Bengalis during Durga Puja.

The faces of the campaign were none other than the Hoichoi and SVF team members themselves. #hoyejak hoardings dotted the skylines of Kolkata and were strategically placed at various locations to grab maximum eyeballs. Hoichoi co-founder Vishnu Mohta, interacting with Indiantelevision.com's Kirti Chauhan, said, “Hoichoi means happening of positive activities around you. Excerpts from an interview where Mohta shared insights about campaign:

Tell us about your marketing strategy to promote Hoichoi?

In the first six months, it is all about creating brand awareness. We are not looking to the brands and advertisers in the initial phase because we are offering Hoichoi in an advertising-free form to provide uninterrupted viewing. So, we have used all our considerable SVF properties across cinemas and screens, digital and social properties to promote hoichoi.

We believe advertising must be disruptive and highly engaging, just like the original content on Hoichoi. We launched an innovative #hoyejak teaser campaign to promote Hoichoi. It was an outdoor campaign and became the most talked about campaign of the city this Durga Puja. We had Hoichoi hoardings across the high-traffic parts of the Kolkata skyline, and those drew a lot of attention and generated conversations across mediums.

What does ‘hoyejak’ mean and how was the response to the campaign?

See, both, Hoichoi and Hoyejak are two very common, everyday terms used by Bengalis in their day to day conversations, and obviously were chosen because they establish an automatic connect. #hoyejak translates to "let’s do it” in English, and “ho jaye!” in Hindi. Not only the words, but also the faces we used were really pleasant, everyday faces to reflect the average Bengali on the streets of Kolkata. In fact, we used Hoichoi and SVF team members themselves in the campaign, and together, the creatives and the entire approach sustained the buzz and brought a smile to the faces of the public.

Tell us about the timing of Hoichoi launch, and the campaign rollout

Well, some very funny one-liners preceded the #hoyejak campaign, which created curiosity amongst Bengalis. Designed by Rediffusion Y&R, we had strategically decided to launch Hoichoi in the Durga Puja festive season, because it is obviously the best time of year to roll out anything for Bengalis, not just in India, but worldwide.  The Puja holidays not only see Bengalis turn out in their festive best with their families, but also see most Bengalis travelling back from outside Bengal to their homes or loved ones in Kolkata and across the entire state.

Our choice of OOH locations which included the airport and Howrah station along with other high-traffic areas, gave our campaign in Kolkata a very high OTS and helped it make a big impact. It also had a lot to do with the creative content of course – not only were the 'tease and reveal' creatives very entertaining, but the fact that nine out of 14 creatives talked about Durga Puja, helped the campaign receive great word of mouth publicity.

How many locations did you cover across Kolkata?

Many. Right off, I can recall Howrah Station, Ultadanga, Science City, Syed Amir Ali Avenue, Rashbehari Metro, Harish Mukherjee Road, Ruby crossing, Gariahat Flyover, Garia, B. T. Road, AJC Bose Road, Gurusaday Road and the airport.

How much did you invest for the promotions?

I regret I would be unable to share the cost, but suffice to say that it was an extensive campaign that was put up across numerous prime OOH spots in Kolkata, and we did not hold back on it in any way.

How was it received by the viewers?

Social media platforms like Facebook, Twitter and Instagram were buzzing. On the day of the Hoichoi launch event (20 September), #hoichoi trended pan-India at the no.1 position, with #hoyejak at no. 2. Prominent Tollywood stars took to social media to congratulate SVF on the grand launch of hoichoi. Both our hashtags, #hoyejak and #hoichoi,  together generated over 3000 conversations and 47.9 million impressions, reaching approximately 6.8 million people within four hours of the launch.

Here are the video links:

ALSO READ :

Hoichoi launches 'Paranoia' thriller series

Niche regional OTT player Hoichoi offers Bengali content on iOS, Android and Chromecast

Hoichoi original adult-comedy Dupur Thakurpo campaign launched

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/KKR.jpg?itok=VGh5T3w-
DDB Mudra Group creates a new rally cry for team KKR

MUMBAI: The Kolkata Knight Riders (KKR) is a franchise cricket team representing the city of Kolkata (West Bengal) in the Indian Premier League (IPL). The team, defined by its ‘Korbo, lorbo, jeetbo’ (Play, Fight, Win) spirit has won the championship trophy twice. At the IPL 2018, the team has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/TVC.jpg?itok=ZAoero-6
Black & White launches first India TVC

MUMBAI: Black & White Gettogethers from Diageo India has launched its first-ever India-specific TVC conceptualised by J Walter Thompson Bangalore and inspired by the brand message, “Made of Sharing”. It is a commercial that exhorts us to go out there and share moments and experiences with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/swiggy.jpg?itok=8uUGzjSI
Swiggy smashes creative sixer this IPL season

MUMBAI: Food ordering and delivery platform Swiggy has launched six relatable and witty television commercials this IPL season to celebrate two of India’s biggest passions — cricket and food. The multi-lingual campaign is conceptualised by Lowe Lintas, Bengaluru. Swiggy roped in seasoned cricket...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Activa_5G.jpg?itok=AVFD1XCm
Honda launches new campaign for Activa 5G

MUMBAI: Honda Motorcycle and Scooter has introduced a 360 degree ad campaign for the iconic Activa 5G. Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on air across all popular channels.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Bisleri-Fonzo.jpg?itok=UUzSs6YS
Bisleri launches new ad for Bisleri Fonzo

MUMBAI: Bisleri International recently announced the launch of its new brand Bisleri Fonzo, a mango aerated drink. The launch is supported by an integrated marketing campaign #MMMbhiAAHbhi which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Sania_Mirza-800_0.jpg?itok=clgZmkgG
Centuary Mattresses gets Sania Mirza as brand ambassador

MUMBAI: Centuary Mattresses has appointed Indian tennis player Sania Mirza as its brand ambassador. This move also makes the company an early mover amongst the Indian mattress companies to have an association with a celebrity brand ambassador.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/IAA_1.jpg?itok=QnNuHZt7
IAA unveils new identity on 80th anniversary

MUMBAI: The International Advertising Association (IAA) has unveiled its new identity and mission, symbolised by the introduction of a new logo that signifies its transformation and culture of thought leadership built over the association’s 80-year history.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/18/Windus-air-cooler.jpg?itok=CTFS2AdS
BlueStar promotes new cooler range

Air conditioner manufacturer, Blue Star, recently entered the air cooler market with its own brand: Windus.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/18/tiger.jpg?itok=Z_UnZnPC
Forca launches new campaign with Tiger Shroff

MUMBAI: Lifestyle has launched a powerful digital first campaign for its denim-wear brand Forca starring Tiger Shroff. Capturing Shroff in action, performing stellar stunts, the film dramatically frames his high-action acrobatic jumps, backflips, kicks and many such moves that highlight the...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories