TVF India Brand Essence Video

THE ASK: 
Create a brand essence video for TVF India.

WHAT IS TVF INDIA? 
TVF stands for The Viral Fever, and is a content publishing platform in India that offers culturally relevant shows and movies. The streaming site houses “India’s most loved original shows and videos” and has more than 3 million subscribers.

THE MISCONCEPTION: 
The western world tends to view India as very traditional. When we think of India, we may think of strict parents, arranged marriages, and more restrictions placed on young adults than what we’re used to in the U.S. Many of the shows on TVF India break those stereotypes, whether they’re speaking frankly about virginity, couples living together before marriage, or starting a business regardless of how old you are.

THE BIG IDEA: 
TVF India is breaking stereotypes of traditional India.

STRATEGY: 
TVF is the pulse of today’s India.

WHAT I LEARNED: 
This was a challenging project for me because I was unfamiliar with the brand at the start of our project, and had a lot to learn about how culture looks in India today. I worked on this project with two other strategists, Jenna Stout and Sachee Malhotra. Sachee is from India, so having her perspective was incredibly valuable. This project taught me how people with diverse backgrounds and cultures consume advertising differently, and I gained greater knowledge and empathy for what India today is truly like.

UPDATE:
Since working on this project, I traveled to India for Sachee’s wedding and got to experience the vibrant culture of India with my own eyes. Below is a photo of some of the group at Sachee’s Mehendi (Henna) ceremony.

THE TEAM:
Melissa Jackson (Strategy)
Sachee Malhotra (Strategy)
Jenna Stout (Strategy)