National, January 2, 2014
2 years since its launch in India, Comedy Central has grown from being a dedicated 24*7 comedy channel to a brand that stands for all things funny! And while the channel made its way swiftly into the audiences hearts, it didn’t take too long to woo the audiences online. 2 million fans in just 2 years is a feat accomplished by a few.
In a time wherein social media platforms make or break a brand’s market presence, Comedy Central has used them effectively to engage audiences and maintain a presence in their lives even when the television is off.
One of the engagements that had outstanding results was Suits Season 2 FB App: Are You a Real Suitor? The objective was to capitalize on the show’s wide appeal and provide a refresher to audiences before the second season. Over 10,000 participants signed up to test their “Suits Quotient” giving the page 60,000 page views and 40,160 unique views. Social media conversations around the show increased by 200% generating over 200,000 impressions and the show hashtag #SuitsS2onCC trended in India.
Commenting on the imminent achievement, Ferzad Palia, Sr. Vice President & Head English Entertainment – Viacom18 said, “Our Facebook page is the epicentre of all our social activity online. We are delighted to reach this milestone especially considering we went from one to two million in a matter of only eight months! This is symbolic of our fans loyalty. We will continue to strive to provide the best of comedy entertainment both on & off air”
Also commenting further, Rajneel Kumar, VP and Business Head – Viacom18 Digital Media said, “A big thank you to all our fans for helping us reach this mark. It truly feels wonderful to see this FB page reach this milestone. This only goes to prove their loyalty. CC India re-affirms the endeavour to provide its fans with cult entertainment.”
Some of the other campaigns that established Comedy Central India on the social media platform:
1. Anger Management:
a. Charlie Sheen Set visit to LA- write in to us. Charlie is #Angrierthan. Most witty responses got an opportunity to visit the sets of Anger Management in the US. The Winner Jvalant Sampat got a one in a life time opportunity to meet with Charlie Sheen on the sets of the shoe in L.A.
b. Destructomatic App – A never done before, real time anger venting apparatus, to vent your anger out at friends from FB & Twitter in a fun, healthy way! Just the way Charlie would want you to!
a. Contest Tab – On the launch date of Suits S3 people were asked to send in their pictures wearing suits! – A lucky winner got the chance to live the HARVEY SPECTER life (the lead character of the show with 2 nights 3 days stay at the LAKE PALACE UDAIPUR
b. Suits S2- which Suits character are you – people were asked questions linking their personality to a personality on the show- & they were then given a badge & connection of which SUITS character they were closest resembling to
3. Mind your Language
a. Quiz Contest – We asked three simple questions surrounding the show with optional answers, people responded with answers – lucky winners got a chance to win CC Merchandise
The channel already in a celebratory mood has come out with a rather exciting contest for its audiences. All one needs to do is LAUGH – CLICK/RECORD – UPLOAD on Comedy Central India’s Facebook page. The ‘laughter’ goes on-air and audiences get a chance to win Comedy Central India merchandise. Laughing was never so much fun!
Growth chart of Comedy Central India Facebook page
Comedy Central India since its inception has the right mix for the diverse audience it caters to. And of course, an uncanny ability to make people laugh. Comedy Central’s reach has grown 5x times in the last 1 year. Smaller cities have shown a steady growth in contribution while the channel maintains #1 position in the metros. This goes to show that the channel’s efforts in customizing content - in terms of which groups in the diverse Indian audience would take to a particular kind of humour – has hit the right chords.
A nation of smiling fans continues to look to them for hearty laughs. They are, after all, helping India laugh it off – one HA at a time
For further information, please contact:
Mobile No: +919619233651