My Role – Creative Direction – Strategist

The Challenge  

This season of Independent Lens launched with the Emmy Nominated, Meet the Patels, a comedic portrayal of a first generation Indian American, embarking on an arranged marriage experience in America. 

Our goal was to get the audience to relate to Ravi the main protagonist’s search for love, no matter their background.

Solution

How do we do this? We concentrate on the family. It’s a universal link to audiences outside of the show’s cultural lens.  

Tag: Dating is a family affair.

We showed this sentiment with a clever use of a graphic family album.  

Marrying the funny clips from the show within this device, showed their strong family ties in a fun, stand out way. 

This idea later spread across social media, print and broadcast.

Results

Meet the Patels earned a 0.78 Household average rating and a cumulative total of 1,843,000 viewers. Which was 25% higher than last season's average.

Awards: 2017 NAMIC Excellence in Multicultural Marketing Awards (EMMA)

Promo, Art work and Social videos