Viacom18 Media Pvt. Ltd. is one of India’s fastest-growing entertainment networks and a house of iconic brands that offers multi-platform, multi-generational and multicultural brand experiences.

It is a joint venture of TV18, which owns 51%, and Viacom Inc., with a 49% stake.

Rishtey is Viacom18’s second mass entertainment offering in India. A free-to-air channel, Rishtey India features the choicest shows from the existing COLORS content library including popular shows like Balika Vadhu, and Na Aana Is Desh Laado, along with non-fiction offerings and blockbuster Bollywood films.

Campaign Challenges:

Viacom 18 wanted to engage maximum viewers for Rishtey TV during the Diwali festival. They also wanted to keep users watching Rishtey TV during a commercial break. To engage and retain maximum viewers for Diwali, Viacom 18 team came with an innovative idea of quiz contest.

The Channel invited participation from the viewers to participate in special quiz activity as per the questions displayed on the Channel and any other platform as determined by Viacom18. The viewers who win the quiz contest were entitled to win a chance to meet their favorite TV star and a special winner will get a chance to meet one of the top Bollywood stars.

To successfully implement this idea Viacom 18 required a system that is free for viewers to answer quiz questions and also possible to integrated with IVR to capture responses and approached Orevento Communications Pvt Ltd.

Solution:

Viacom 18 utilized OneRing missed call Platform in a unique way to engage viewers for Rishtey TV. OneRing provided a unique missed call number for this campaign which was integrated with voice call back. It was also having a smart dashboard to capture responses.

• The Participant asked to give a missed call on the unique Contact Number as displayed on the Channel between commercial break to participate in quiz.
• Upon giving a missed call by the Participant from a registered mobile number, the Participant shall receive an automated IVR call from Viacom18’s backend and the Participant shall submit his/her response on the IVR system in the manner as instructed as per the IVR system.

Results:

More than 2,00,000 viewers participated in the quiz contest. Maximum viewers engaged during commercial breaks. Region-based viewers identified from geographical charts. The automated quiz contest saved big resources and cost. Viewer data stored for upcoming promotions of Rishtey TV. It was a very successful campaign engaging the Pan India viewers of the Rishtey TV.