Source-backed interpretation.
Editorial interpretation is derived from the original DMAasia/WION video description and transcript. Statements by speakers remain attributed to the source; no unverified current-role or performance claim has been added.
Use this case as a source-led test of how social media was applied to attention; keep every stated result attributed to the original entry.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Start with the stated problem: social media.
- 02
Inspect how the source connects search and discovery to relevance—then test the mechanism, not just the headline.
- 03
Treat every stated result as a source claim until it is reconciled with the official case and award record.
What the transcript puts on the table.
A second film featuring Jackie Shroff talking about Glance's smart lock screen made its way onto our social media pages as a collab with the stylish actor.
Interestingly, no one realized yet that the video was part of a brand campaign by Glance.
In the month we ran this campaign, brand awareness for Glance's consumers moved up by over 30%.
Original context. Current reading.
Recorded in 2024, this captures the language, platforms and constraints of its time. Read it now by separating those period-specific details from the enduring operating question: how should attention and relevance improve the decision?
Durable tests for the work.
- Earn attention with relevance before scaling reach.
- Start from the customer’s situation, not the channel.
What would you keep, change or measure differently if this case intelligence were put to work now?
IP09 · READABLE TRANSCRIPT343 words
In early 2023, we asked ourselves one question. Who can be the perfect face of a campaign that will stand out from the noise? We looked on and we looked off. And then it hit us. The legend, Jackie Shroff. Always in the news for his quirky recipes, we decided to have him as the main ingredient to craft a new viral dish. Our campaign started with a leaked video of Jagu Dada speaking to the paparazzi about how he avoids boredom while traveling so much for his shoots. It popped up on some of the most popular pap pages on social media, including Viral Bhayani, Instant Bollywood, and was organically picked up by several other pages. In the first week alone, our video went viral, crossing 15 million views, generating tons of buzz,
and was even picked up by the media, reaching millions more. Interestingly, no one realized yet that the video was part of a brand campaign by Glance. The following week, we dropped the bomb. And this time, we made ourselves known. A second film featuring Jackie Shroff talking about Glance's smart lock screen made its way onto our social media pages as a collab with the stylish actor. Since Glance is a smart lock screen, we made sure that our consumers didn't miss it when they locked their phones either. The films quickly got popular on the lock screen too, with 704 million impressions. On social media alone, the films garnered over 100 million impressions, comments, and reactions. Plus, over 1,000 pieces of unique and organic UGC.
They also reached over 500 million people through organic media coverage. In the month we ran this campaign, brand awareness for Glance's consumers moved up by over 30%. The campaign was loved by everyone. From the best of the media, to India's best memers, to even other brands. Check out what Amazon Prime did with our video. At the end of the day, our campaign had all of India agreeing with Jackie Shroff on one thing. We have to unlock the transportable.