Brief:
Channel V wanted to increase engagement with fans for their new season of the Juvenile Delinquency based show, Gumrah.
Idea:
Through intensive social media activities and conversations around #NoOneIsBornACriminal we turned the Channel V India page into a platform for sensitive debate. Taking inspiration from our content, users began discussing issues and topics that had never been brought up since the launch of the show. We struck a chord that continues to ring even today.