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HarGharKiKhidki campaign 2021

Tata Play



Tata Play


HarGharKiKhidki campaign 2021

Client Brief

To elaborate on the idea of ‘Khidki’ and how Tata Play is a window to entertainment in every Indian household for increased engagement while building an emotional connection with the audience .



To create excitement among the audience, we got them to engage through various riddles on social media platforms. Once the TVC was launched, we elevated it through a contest through Instagram's Reels format. It was amplified by popular influencers to encourage the audience to participate and build brand awareness.


- With the help of various influencers, we brought to life those candid and unfiltered emotions of the people, who then encouraged the audience to showcase their emotions.
- Adding the Har Ghar Ki Khidki music to the Reels made their recall stronger.
- Then, through the AR filter, we tried to capture different expressions of the audience in different situations while watching TV.
- On social media, the campaign featured 8 macro and 50 micro-influencers along with 250+ unique organic entries




Impression - 18M
Reach - 11M
Engagement - 3.8M
Overall Views - 3.7M


-  The music of #HarGharKiKhidki was picked up by IG Music, Prime Music, and Spotify and is available for everyone all over the globe to access.
-  The campaign was featured in various publications, including MedisNews4U, Social Samosa, and Exchange4Media.



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