Everyone's glued to Satyameva-Jayate on a sunday morning. The streets look lonelier, the noise calmer and social media intense. There are a gazillion tweets and an equal amount of status updates, shares and likes on facebook related to #SMJ. The youth is witnessing a saga and the elder are reminded of Ramayana - Mahabharata days. There is no doubt that SMJ is a phenomenal success. Lets take this as a case study and try to figure out the thought process of the SMJ team that made it an overnight success.
I think SMJ roped in one of the best actors to communicate the message. Brand Ambassador Amir Khan's TV debut completely aligns with the aura of SMJ brand. SMJ brand is young at heart targeted at the youngsters, it doesnt tolerate bull shit, it exposes and unearths scams, it is bold in terms of content of topic and theme, it is a near perfectionist etc which are also the values you would associate to Amir Khan.
In TV, one of the crucial aspects is air time. SMJ has bagged air time on a sunday morning when most people have nothing much to do and do not have any other alternative shows.
The hype created before the show with SJM ads was not at par with those of KBC though it did generate substantial interest.
What are the other aspects that you can learn from marketing and branding of Amir Khan and Satyameva Jayate ?