This very quirky truck art inspired campaign was created to promote the subscriptions of ZEE5. The offering was that the cost of happiness – i.e. watching content on zee5 is less that Rs.1.50 and there is a pun on the word dedh – which in hindi means ‘alot’ and also the number ‘1.50’. This campaign was given a truck art massy feel to appeal to the audience. It has a very happy look to highlight the joy of spending just ‘dedh rupaiya’. This campaign got us huge subscriptions. i.e. about 15,000 in a week. and it ran for about a month in different mediums – emailers/gifs/on social media etc.
Bosky Doshi 