TVF (Girliyapa) Girls Hostel - #MeriLifeMereRules
Objective: To launch the first season of Girls Hostel, a popular show by The Viral Fever (TVF), in collaboration with Whisper. The goal was to create a buzz around the show while celebrating womanhood and female empowerment.
Idea: We developed a 360-degree campaign, #MeriLifeMereRules (My Life, My Rules), in collaboration with Whisper and a music video titled Tu Bas Nach with artists Dee MC and Siri, serving as an anthem to celebrate female friendships. The campaign highlighted the themes of the show i.e. embracing womanhood and empowering women to make their own decisions.
Awards: The campaign won the ‘Best Social Media Campaign’ award at the afaqs Media Brand Awards and ‘Best Video Series’ award at Shorty Social Good Awards. The show is also now streaming on Netflix India.
My Contribution: As a Social Media Marketing Executive, I contributed to the campaign by crafting copy and ideating for both online social media strategies and offline initiatives.
Results:
The series (Girls Hostel) garnered 60+ million views just on YouTube and went on to receive multiple awards locally (Afaqs Media Brand, SAMMIES, ET Brand Equity {part of Times of India})
The anthem (Tu Bas Naach) gathered 2.8+ million views on YouTube. It also won in two categories at Radio City Freedom Awards 2019, a first of its kind platform to honor talent across the Indie music diaspora.
We strongly promoted the content on Girliyapa’s social media channels via over 300 pieces of shoulder content using #MeriLifeMereRules. which led to a reach of 100 million across various platforms.
