Idea - 2
BACKGROUND - ‘Kaun Banega Crorepati’ (KBC) is the Indian adaptation of ‘Who Wants To Be A Millionaire’ and is hosted by the iconic Bollywood superstar, Amitabh Bachchan. The cultural impact the show has had is second to none and it has been a part of the country’s zeitgeist for over 23 years. It has brought families, neighbours and communities together and was once a prime-time staple.
PROBLEM - Due to the rise of short-form videos and on-demand content apps like, its viewership has been dropping over time. So much so that, no one wants to leave their smartphones to watch the once unmissable show every day at 9 PM.
IDEA - Hot Screen Sawaal is an on-air question that uses a first-of-its-kind physical interaction between the smartphone and TV to drive appointment viewing. How? It gives the viewers at home a chance to win INR 1 lakh every day. But there are catches - it can air anytime during the show and it’s embedded in the broadcast through a clever use of tech. It’s a first-of-its-kind physical interaction between a TV and a smartphone that drives appointment viewing.
Idea - 3
BACKGROUND - GenZ loves Nissin's Cup Noodles because they're ready-to-eat in an instant. That's why they prefer ordering them for everything from midnight bingeing to midday hunger pangs.
PROBLEM - But GenZs being GenZs, order everything last-minute. They don't believe in stocking up even if it's something that they eat every day, all thanks to instant grocery delivery apps.
OPPORTUNITY - We thought we can't change GenZs but we can change the way they order instant noodles. Make it a bit more instant. In a blink. Maybe with the push of a button.
IDEA - We partnered with Blinkit, an instant delivery platform and turned the least-used key on a keyboard, the tilde (~) key and gave it a new purpose. A purpose that fits perfectly with its looks. A purpose that GenZ would love. We turned it into a magical button that would let anyone order their favourite instant noodles, instantly.Thereby, giving it its true identity - the Noodle Key.
