Hotstar employs subliminal messaging to promote sitcom Sarabhai vs Sarabhai

Many of us have nostalgic moments associated with a cup of tea. From tea being the first thing to be served when the family gets out of the bed to endless request to the miser friend to sponsor your cup of tea in college canteen to busting the office stress over a tea break, tea has been a part of life for every Indian. Similarly, the famous Sarabhai vs Sarabhai Take 2 brings back a lot of good memories to the people who watched the first season that was broadcasted on Star One in 2004-07 era. Thus, it didn’t come as a surprise seeing Sarabhai vs Sarabhai Take 2 using tea as a vehicle for promotion.

Hotstar wanted to reach out to tech savvy people who would be interested in watching the recently launched Sarabhai vs Sarabhai Take 2. The target audience for this campaign was tech savvy working professionals in the age group 30+.

Team CupShup along with Hotstar marketing team shortlisted 300 corporates in Delhi, Mumbai and Pune in phase one. A total of 9 Lakh teacups were delivered at these 300 corporate over a period of 5 days. The campaign started on 19th June in all three cities at one go. Team CupShup delivered paper cups at all of the corporate shortlisted by the Hotstar team on a daily basis to avoid misuse or spill over. Phase 2 will be conducted in Bengaluru. The idea was to do a blast of 5 days in all of these corporate.

Sarabhai vs Sarabhai lingers a happy feeling among many people. Lovable characters like Roshesh, Indravadhan, Monisha, Maya are relatable characters close to heart of the people. The idea was to make people discuss these characters and make an impression out of it.

Overall, close to 8.8 lakhs cups were distributed over 5 days. The companies which were targeted for the campaign included TCS, AMDOCS, Zensar, Aditya Birla Financials, Times of India, ICICI Lombard, Cognizant and 300 similar corporates.