Tata Sky - Adultdost




Actve Darshan is an interactive service by Tata Sky, a leading Direct to Home service provider in India,
that broadcasts 24x7 coverage of the daily ceremonial worship (implies darshan) offered to deities at
4 of the most revered Hindu temples in the country. Through its offering, the service intends to instill good
values in viewers, especially in new generation Indians who have little time or inclination for spiritual learning.
Thus the driving idea behind Actve Darshan's overall communication was - bring home 'Acche Sanskaa'’
(Good moral values). The ads showed transformed modern day individuals preaching spirituality.

Our brief was to use the viral/ word-of-mouth medium to leverage the proposition in the online space.




An unconventional viral that combines titillation, surprise & humour to create a situation where we simply
and effectively point out the need for good values. It lures visitors, catches them off guard, delivers the message
without being too preachy and recruits them to spread 'Acche Sanskaar'. It's India's first Adult Dating Website!

Visit AdultDost.com. It's better experienced than read about.

	Original - HinglishVersion www.adultdost.com	English Translation www.adultdost.com/en	If you're curious to know what brought us our golden glory and how we did it, VIEW AV

Viewing sexual content or engaging in related activities on the internet is seen as being against traditional Indian
moral values - the 'Acche Sanskaar' that Actve Darshan promises. On the other hand, online sexual content also happens to be the most highly sought and viraled subject in India! We couldn't have found a better context to engage consumers.

AdultDost.com was disguised as India's first adult dating destination. The domain name and site appearance also adequately referred to a popular online sex personals website, thereby creating more curiosity and expectation.
Dost in Hindi means Friend. Everything was crafted to tempt unsuspecting people into trying it out.
AdultDost.com offered a lot more than it said or visitors expected. Those who were led to it by their
temptations got the message.





Upto Jan 29, the adultdost.com site has generated close to 76,000 pageviews, 33,000 visitors, with an average
time spent of 2 minutes. In India, these are significant numbers, the average viral would get around 35,000-50,000
views as per our benchmarks.

There was no paid media promotion for this viral; the intention was to let it spread on its own. It was seeded
to personal friend lists of the client and agency team through a mailer in the first 1 or 2 days of launch.
Thereafter it gathered viral steam on its own.

It has also got over 12,000 mentions across the www, on blogs, forums and other articles (as per Google search).
All of these were independently picked up by the respective authors; no PR was 'planted' for this.

Client
Tata Sky

Technologies
Adobe Flash CS3
HTML/Asp/XML

View Creatives
Microsite: Aduldost
EDM: Adultdost Emailer