Mumbai: India’s most loved English entertainment channel, Star World, premiered ABC’s Quantico in India on 3rd October, starring Bollywood’s very own Priyanka Chopra.
In order to give Quantico the platform it deserves in India, Star World has introduced an innovation on Instagram by creating the first ever interactive “World of Quantico”, using images and videos to establish the plot of the show over the social media platform. The thriller drama is about FBI trainees at the FBI Academy in Quantico, one of whom is a sleeper agent who will engineer a major terror attack on the U.S.
Keeping in mind the plot of the show Star World has recreated the story of a bomb explosion in New York, and fans are given clues and compelling evidence, through a series of images and videos, which will take them one step closer to assessing, is Alex Parrish “Guilty or Innocent”.
The innovations for the launch of the show don’t stop here. Star World has also leveraged the strength of the Star network to drive on-air visibility for the show and as a first for any English entertainment channel and an English entertainment show a promo was shot with Priyanka Chopra in Hindi to reach out and engage with a larger audience base.
In order to leave no stone unturned Star World has worked very closely with Priyanka Chopra’s team and has put together the first ever digital Bollywood countdown for a show launch. Some of the biggest actors in the industry like Sonakshi Sinha, Hrithik Roshan, Anushka Sharma, Sonam Kapoor, Bipasha Basu, Jacqueline Fernandes, Arjun Kapoor, Parineeti Chopra, Sushmita Sen, Dia Mirza, Dino Morea, Lara Dutta and many more joined in the countdown for the show taking the digital world by storm.
Star World also integrated Quantico at the GQ Men Of The Year awards 2015. In order to garner additional on-ground buzz and hype around Quantico, Bollywood celebs were asked if they thought Priyanka Chopra’s character Alex Parrish was Guilty or Innocent. The celebs had a fun time posing with their verdict.
Speaking on the occasion, Star India official spokesperson said, “Quantico is the first show where an Indian actor of Priyanka Chopra’s caliber is playing a lead in an international series. A show of this stature deserves the slew of innovations that we have executed for the launch. In today’s day and age a large part of English consuming audience and youth are on social media platforms. In order to connect and engage better with that target audience we put together “World of Quantico” which allows users to move across a grid of images, find clues and experience the plot of the show in an interactive manner”
Says Priyanka Chopra, “Social media is such an interactive medium and that’s what makes the ‘The World of Quantico’ innovation on Instagram such a great idea. It brings you into a very critical scene and introduces you to the show via multiple clues. I had great fun unraveling it all.”
Star World has executed a mega 360 degree promotional campaign straddling across mediums like On-Air, Print, Digital, Radio, Cinemas, On-Ground and Public Relations. The campaign has truly been a successful one, the testament of which is Amul since Amul is known to create campaigns around trending subjects. They have recently launched an ad that paid an ode to Priyanka Chopra and Quantico!
You can catch the World of Quantico on the Star World Instagram page – Starworldindia.