T-Series in Media and Entertainment Segment

T-Series, a trailblazer in Indian entertainment, partnered with Yunikee to make promotional content for the movie Srikant accessible to the deaf and hard-of-hearing community. This initiative highlights T-Series’ commitment to inclusivity and accessibility, setting a benchmark for the Indian media industry.

T-Series-in-Media-banner.jpg

Objectives

  1. Enhance Accessibility: Make promotional material for Srikant accessible to the deaf and hard-of-hearing community through Indian Sign Language (ISL).
  2. Strengthen Inclusivity in Indian Media: Set a precedent for other media companies in India by providing content accessible to all segments of society.
  3. Improve Brand Image: Position T-Series as a socially responsible brand, committed to inclusivity and accessibility.

Strategy & Execution

  • Identifying Audience Needs: T-Series, in consultation with Yunikee conducted focus groups and surveys, which revealed that ISL interpretation with visuals resonates more deeply than standard captions.
  • Customized Content Production: Yunikee interpreted trailers, interviews, social media snippets, and enhanced videos with captions, iconography and visuals cues for better engagement.
  • Optimized Distribution: The ISL-inclusive videos were shared across platforms like YouTube, Instagram, and Facebook, supported by targeted hashtags, reels. A dedicated landing page with accessible media players and a section on inclusivity in the industry was added to the T-Series website.
  • Community Engagement: T-Series partnered with influencers and activists from the deaf community who collaborated on the campaign, while amplifying its reach with a mix of organic and sponsored posts.

Results

  • Increased Engagement: Videos with ISL interpretation saw a 30% increase in engagement.
  • Positive Feedback: Feedback from the deaf and hard-of-hearing highlighted the novelty and value of ISL-inclusive content, praising T-Series’ commitment to inclusivity.
  • Brand Perception Boost: Brand favorability score for T-Series improved by 25%, making them a leader in accessible media in India.
  • Industry Impact: Following the campaign’s success, other entertainment brands began exploring ISL-inclusive content, advancing inclusivity in Indian media.

Conclusion

The Srikant campaign, enriched by ISL interpretation, marked a milestone in Indian media inclusivity. T-Series’ collaboration with Yunikee exemplifies how thoughtful content strategies can drive accessibility, expand audiences, and strengthen brand identity. This initiative paves the way for a more inclusive and diverse entertainment landscape. Explore more collaborative stories like this on our website!