The Objective:

Starting from the SMS days of yore, forwards were a common way to share a joke or words of wisdom, or maybe even an odd observation. But the forwards that once used to bring a smile to people’s faces and make them chuckle are not the same anymore. Today, they are malicious and dangerous and pose a real threat to our communities every day. Fake news poses a real concern and Times Power of Print wants to do something about it.

The Idea:

So, as one of the voices of real & authentic information, Times Power of Print addressed the menace and shed light on the true nature of these forwards, to present them for what they are – laughable, ridiculous, and useless. So, we brought to life a one-of-a-kind series that portrayed a make-believe quiz show called Kaun Banega Kaun Banayega. One that would shed light on the true nature of information being believed and propagated today.

The Execution:

Hosted by none other than funny man Cyrus Broacha, we created 8 films that hilariously showed the world how backward-believing forwards can be. To make the episodes even more relatable, each question was based on a popular fake news forward. And, leveraging moment marketing, every film was deployed tactically, ensuring that there was always a greater context for our audiences, keeping them hooked right from the start. The films were deployed across social media, and yes, they were sent out as forwards too!

The Results:

• Cumulative Views: 2.08M