Mumbai, 2nd August 2023: Amazon miniTV, the exclusive free ad-supported video streaming service on the Amazon Shopping app in India, has won the hearts of its audience with a unique celebration of ‘Half CA.’ To promote its latest show, titled ‘Half CA,’ the brand launched an engaging campaign, challenging the notion that being a “Half CA” is a failure. Instead, it championed the idea that it’s an achievement for CA Final aspirants who pursued different paths. Lead actor Ahsaas Channa played a pivotal role, encouraging people to proudly add “Half CA” to their LinkedIn bios and use display pictures reflecting the same.
Not only this but the brand also collaborated with Clear Tax and the platform’s ingenuity left everyone curious as video messages from the well-known actor and protagonist of the show, Ahsaas Channa, were sent out to remind people about filing their ITRs. This cleverly crafted communication served as a Public Service Announcement (PSA) with the topicality of the 31st July ITR (Income Tax Return) filing reminder and reached an impressive audience of over 3 million people.
Simultaneously, strategic email campaigns to ClearTax users were also rolled out, urging them to clear their taxes promptly. Alongside this, they subtly introduced a plugin inviting users to watch the newly launched show ‘Half CA.’ The cohesive blend of tax reminders and entertainment recommendations was an exceptional success, showcasing the platform’s ability to capture attention and make a meaningful impact.
The campaign that began with the introduction of Ahsaas Channa, the star of the new show Half CA, taking up the Amazon miniTV Instagram page as the ‘half’ admin, stirred up engagement and curiosity levels amongst the audience. Unbeknownst to the audience, this playful stunt ignited a much bigger campaign than anticipated.
And it was a match!! A balance sheet match of the audience’s love and the brand’s marketing efforts thereby, celebrating the essence of all the designated chartered accountants and the Half CA’s ( those who appeared for exams, failed, have given rounds of attempts). The overwhelming response and exceptional ROI from this campaign have made audiences go gaga over the innovative marketing tactics employed by Amazon miniTV. Amazon miniTV and SoCheers, India’s leading independently-led creative digital agency made sure that this leaves an indelible and inspiring impression on the millennials and GenZ’s promising them more entertaining content in the coming time.
