Out of home, out of the box: AIB

STAR India has launched a multimedia campaign to promote its digital first show featuring content creator and comic group, All India Bakchod (AIB). Done in the usual AIB style, the ads are funny, and are a mockery of others, as well as of itself.

The OOH creative for 'On air with AIB', put up across Mumbai, creates humour through a cheeky mockery of typical outdoor ads by local politicians and community leaders on festivals, birthdays and election results.

The creative is done in Marathi, which when translated is 'Heartiest congratulations to Khamba for getting selected for a show on Hotstar'. The ad has images of all the four members of the group, Gursimran Khamba, Tanmay Bhat, Ashish Shakya and Rohan Joshi.

STAR is also doing television and digital ads for the show, with creatives in Hindi and English. These ads are mocking the group, where a voice-over, talking to AIB, says that its new show will be ignored, with biggies like Amitabh Bachchan and Priyanka Chopra being featured in STAR network shows.

On Air with AIB will be a digital first show, to be aired on STAR's online streaming portal Hotstar, and later on STAR Plus and STAR World. The show will merge comedy with humour, as done and popularised by comedians John Oliver and John Stewart in in their respective shows, in the USA. While news satire websites like UnReal Times, The Faking News and the weekly TV show 'The week that wasn't' have existed in the space for a while, AIB's existing popularity will only stand as an advantage to drive in the initial lot of viewers.