Adult Dost.com

The Objective

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 Sanskaar’ (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.

The Solution

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.

The Creative Route

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.

The Results

The adultdost.com site has generated over 100,000 visits, with an average time spent of 2 minutes.

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 2,000 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.