Campaign Summary

Amazon miniTV sent personalized messages to tax filers in India using an AI version of its TV series' actress.

Strategy

Objective

The Income Tax Return (ITR) filing campaign for Amazon miniTV's Half CA, a show about aspiring chartered accountants (CA), had two key objectives:

• Build broad audience awareness. Reach not just CA aspirants and young professionals, but anyone familiar with CAs to spark interest in the show's theme.
• Drive viewership. Significantly increase viewership for Half CA on Amazon miniTV.

Context

To promote Half CA, Amazon miniTV leveraged the cultural importance of CAs by partnering with a tax platform (ClearTax) to send personalized tax filing reminders featuring the show's actress.

Target Audience

The campaign targeted multiple segments within the Indian tax-paying population:

• Demographics. The targets ranged from young professionals (22- to 35-years old) to mid-career adults (40- to 50-years old), with no specific gender bias.
• Behaviors. The target audience procrastinates or forgets about tax filing deadlines.
• Attitudes. They might possess some financial literacy, but experience tax-related anxieties.
• Culture. The campaign leveraged the cultural trust Indians place in CAs for tax filing.

Creative and Media Strategy

Amazon miniTV, and agency partner SoCheers, identified anxious tax filers in India. The brand delivered personalized reminders featuring the show's popular actress through a trusted tax platform (ClearTax) on WhatsApp and email. These channels, crucial for information dissemination in India, reached the brand's target audience familiar with CAs and influencer marketing. The campaign didn't require real-time adjustments as it capitalized on a pre-existing behavior of tax deadline procrastination. This approach resonated with the Indian market's cultural trust in CAs and their use of WhatsApp and email.

Execution/Use of Media

The campaign's execution relied heavily on technology and targeted channels.

Personalized outreach through AI. Partnering with ClearTax, a platform boasting over eight million users, provided Amazon miniTV with a pre-defined audience familiar with tax filing and CAs. Sending AI-powered personalized reminder videos featuring the show's actress through ClearTax's email and WhatsApp channels ensured high reach and resonated with the target audience.

Mobile-first focus. Since WhatsApp and email are dominant communication channels in India, the campaign prioritized mobile delivery. This ensured the message reached the target audience on their preferred platforms, maximizing engagement.

Budget allocation. The campaign's focus on mobile and digital channels led to 100 percent allocation toward these areas. This allocation was aligned with the target audience's digital habits and capitalized on the cost-effectiveness of digital marketing compared to traditional channels.

Business Impact

The campaign demonstrably achieved its objectives as it:

• Exceeded viewership targets, with Half CA becoming one of the most successful miniTV titles of 2023 in India
• Garnered 250 million unique users and more than 288 thousand comments on social media, establishing Amazon miniTV as a platform for relatable stories
• Generated more than 25 million social media interactions
• Increased follower growth for the lead cast of the show