Due to high internet penetration, our target audience is exposed to all sorts of peculiar things. Accordingly, the odd becomes ordinary and few things remain surprising. The brand wasn’t able to astonish its fans any longer.
Our objective was to gain back the fans’ trust and our rep as astonishment gurus.
The idea was built on the insight that Egyptians enjoy spicing up their conversations and exaggerating the storylines till they sound borderline unrealistic. So we decided to give fans their own Indian movie where all the rules of logic don’t apply.
We started with 6 humorous videos to guide and encourage fans on how they could experience an Indian movie astonishments like it was their own story.
Users would go on the website, choose an Indian scene from a pre-existing gallery, and upload a video of themselves telling that Hindi-hasha, (Indian astonishment) then our technology combines both in one user generated video. Resulting in the fan fiction story followed by the actual reenactment of it from an Indian movie scene.