Taarak Mehta Ka Ooltah Chashmah

Brand PR // Social Media Strategy & Content // TV Scriptwriting

CHALLENGE 

As one of India's most popular and widely known Hindi TV shows, Taarak Mehta Ka Ooltah Chashmah was rapidly growing its social media fanbase. But the media team was facing difficulties in handling a huge number of negative comments on their page. These comments were swaying the audience's opinions - affecting the show's reputation and its massive brand value. 

SOLUTION

Instead of talking to the audience as the creators of the show, we proposed to talk to the audience as a fan of the show - as one of them. The idea was to create a deeper connection with the massive fan community who dissect every episode in the comments section and discuss the running plot tracks on their mobile screens. 

OUTCOME

We launched the strategy through new posts with a fresh design language in Hinglish - the fans' preferred language. We talked to the fans directly, creating opportunities for fan service using meme formats. The audience engagement rate saw an instant jump. And instead of ignoring the negative comments, we were able to successfully convert them positively - something that the brand had never been able to do before.


ADDITIONAL DUTIES