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Modern Love Mumbai

Finalist in Local Campaign

Entered in Entertainment, Integrated Campaign


After creating a buzz globally, ‘Modern Love’ - an anthology series inspired by the weekly column of The New York Times, was all geared up to enter India on the leading OTT platform ‘Amazon Prime Video’. In a country like India, epic love stories have always been celebrated whether in mythology, history, movies, books or songs. Even though the core of celebrating love has remained constant through the ages, like most other things, the nuances, our expression and its portrayal has definitely evolved.

The show titled Modern Love, comprised of 6 ‘Modern Love stories’ woven together in the city of dreams in India i.e. Mumbai, promised to deliver the same wholesomeness as the earlier New York editions. We wanted the Mumbaikars (as the people residing in Mumbai are called) to not only resonate with each of the stories but also experience and express love across the city. Especially as the millennial population was the perfect audience who has witnessed this shift towards the evolution of love and understands it, we wanted to get them all together and celebrate their definition of #ModernLove. 

Our idea was to simply make people watch the show with utmost interest and create a buzz as well as awareness bout the show.

Strategy and Execution

As the show was set against the backdrop of Mumbai, our communication strategy was simply to be locally relevant, connecting and touching the hearts of the people staying in the city. And, to make ‘love’ take over the city. 

Considering the behavioral patterns and the outlook that the millennials (our core target aundinece of the show) these days have, the biggest challenge was to create that connection amongst the audiences, choose platforms that would help amplify the conversation around the show. And another challenge was to get the busiest city - Mumbai’s attention and let everyone experience love through our campaign. 

Simple and clear communication along with strategic media placements is the key to a successful campaign. Therefore, simply asking the audience on Twitter what was their #ModernLoveStory, started a unique interaction with them. Twitter was chosen as the primary medium because it is known to be a conversational platform and people, especially the campaign’s target audience, are regularly seen engaging in similar conversations on the platform.

Later, by putting up the responses on around 90 digital screens across the city, the communication was amplified among the DOOH (Digital-out-of-home) audience, in addition to the online one. The locations were handpicked based on the high frequency of traffic composed of the campaign’s target audience. The intended audience is always on the move, but the communication found them in metro stations, malls, the airport, cafes & restaurants, basically everywhere that they'll be.

Switching gears and platforms, the influencers and audience were urged to express their love for the city through their photographs on Instagram. As a hub of amateur and professional photographers, Instagram was the ideal platform for the ‘Modern Love Through a Lens’ activity. Further, all of it culminated in a grand Modern Love Mumbai festival of music, dance, food, and of course, love! It strategically magnified the impact of the campaign to an even larger offline audience. 

Therefore, the overarching strategy for the Modern Love Mumbai campaign was to seamlessly integrate the digital and offline executions while keeping the emotions at the front and centre.


The campaign garnered a total of over 200 UGC tweets from the users and a cumulative engagement of 12.6K, while the digital screens helped it get 180K+ impressions and a reach of 198M. Around 50 brands organically participated in the activity, and the campaign got featured by media aggregators like Social Samosa and Mad Over Marketing which further amplified the reach. 


Video for Modern Love Mumbai

Entrant Company / Organization Name

SoCheers and Pivot Roots, Amazon Prime Video India


Entry Credits