The Journey Of India

The Journey Of India commemorates the 75th year of Indian Independence through a 5-part series produced and conceptualized by Warner Bros. Discovery. The series, narrated by Mr. Amitabh Bachchan, accentuates pivotal themes including food, faith, conservation, Indian cinema, and innovation. The primary objective of the campaign was to promote the show.

The campaign commenced with the creation of a Key Visual, meticulously designed to encapsulate the rich diversity of India. This visual masterpiece incorporated iconic elements ranging from temple structures to cutting-edge technological innovations, alongside symbolic landmarks such as the India Gate. Additionally, prominent personalities associated with each theme, including Chef Vikas Khanna and Kajol, were prominently featured.

Furthermore, the Key Visual was adapted into six different languages - Hindi, Tamil, Telugu, Malayalam, Kannada, and Bengali - to resonate with diverse linguistic communities across the nation. These language-specific designs were strategically employed for Out-of-Home promotions in high footfall areas across all urban cities and on social media as well.

Engagement on social media platforms played a pivotal role in amplifying the campaign's reach. Over 160 talents were approached for brand collaborations, resulting in substantial earned media for Discovery Channel India's Instagram page. Concurrently, a strategic brand banter was orchestrated on Twitter, involving over 16+ brands featured in the show. This initiative, reinforced by endorsements from esteemed personalities such as Chef Vikas Khanna, Kajol, Rana Daggubati, and Anand Mahindra, facilitated the campaign's trend-worthy status.

In summary, through a multifaceted approach encompassing visually compelling designs, strategic social media engagement, and endorsements from influential figures, The Journey Of India successfully captivated audiences, celebrating India's rich heritage and journey towards independence.