Objective:

Launch the 5th Season of National Ka Pakistan

Challenge:
Intense competition with branded content category with Coke Studio & Pepsi Battle of the Band launches. Investment skewed towards TV, leaving little resources behind exploring other media creative options

Solution:
Leveraging agency relationship & buying acumen, value was maximized and a multi media strategy was developed with a partnership with IFLIX to air NKP episodes exclusively the next day after TV airing, along with a Patari partnership for promoting audio songs.

8 episodes, 4 songs
23,600 FOC minutes airing
Over 6.5 mn views online
40 % in airtime value through integrated planning and superior negotiation