On Facebook, we created contents using all available formats like Cinemagraphs, Video Carousel, Collage Video and Canvas Ad. We tried new innovations like vertical videos and vertical mobile optimized trailers and Facebook polls app. During the Live broadcast of the finale we recorded and uploaded videos on Facebook within 10mins. We promoted the show on Instagram through photos and stories. We also placed Display Ads to drive viewership. We created YouTube specific content such as One take Q/A with our main judges, behind the scene videos of photoshoot and ramp walk. Throughout the campaign we produced 52 web exclusive videos. Alongside that we tapped into brand ambassador, celebrity and influencers channels to promote the show as well co-create new content related to the show for Facebook, Youtube and Instagram. By the time curtains closed on Lux Super Star, social media was abuzz with updates about the show.