THE CHALLENGE

In a land hooked to Bollywood and cluttered with options in visual entertainment, how could we get them to listen instead? Based on the insight that listening to stories sparks imagination, we conceived our strategy, “Listening is Seeing.” Our big idea – India’s first “movie of the mind” – one never meant to be seen.

THE EXECUTION

In order to deliver a unique narrative Edelman ideated, casted and executed the launch of the first-ever Indian production for Audible, ‘Mafia Queens of Mumbai’ narrated by three stellar Bollywood stars, Rajkummar Rao, Radhika Apte and Kalki Koechlin. To create a mystery around the content, we created unbranded invites in the form of physical audio-substance kits with only the voices of the celebrities inviting people for the event. New cover art, a trip back trailer and special behind-the-scenes recording of the stars were created and released from their personal social media accounts right before launch ensured that everyone thought they were going to witness a visual production.

THE OUTCOME

When the attendees reached the venue, some tangible expecting to “see” the three stars at the premiere of their new project, they witnessed firsthand the power of listening. Leading to a 100% earned and national takeover across consumer and corporate media leading to 300+ stories and counting. We re-told how this story prints and social, with an estimated reach of 284 million+ impressions – results that speak for themselves.