Tata Play

Shik Shak Shok

Client

Tata Play

Project

Instagram Reels

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Production

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Topical branded content

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Share

Brief & Insight

Tata Play’s social media is built on one mission—bringing the We back in TV. Because entertainment isn’t just a solo act—it’s a shared emotion, a group plan, a family fight over the remote. But in a content-overloaded world, even the most powerful message can scroll by unnoticed. Until one reel, built on a blend of nostalgia, comedy, and pop-culture love, reminded people of just how deep TV runs in our daily lives.

Our Approach

Released on Teacher’s Day, this reel took a refreshingly humorous route. Instead of an emotional tribute, Shik Shak Shok presented a TV-obsessed student whose mind runs entirely on binge logic. The twist? Every image in his Hindi exam paper is interpreted through iconic Indian television— a bat becomes Komolika, a pair of eyes means Bigg Boss, and a snake? Obviously Naagin. It tapped into a simple insight: today’s kids don’t just watch TV-they live it. The reel turned that obsession into punchy, relatable comedy—perfectly timed for a day dedicated to learning.

Key Results

Shot as a flat-lay of a student’s pictorial test, the reel relied purely on visual wit and tight editing. No dialogues, no characters—just an answer sheet spinning every innocent image into a hilariously off-track TV reference. A bat becomes Komolika, a pair of eyes becomes Bigg Boss—and suddenly, a test turns into peak binge commentary. The first drop on Instagram Reels schooled the algorithm with 14.6 million+ views. The second part didn’t miss a beat either—clocking 1.7 million+ views on its own. Quick cuts, bold scribbles, and pure relatability made it a reel people paused, rewatched, and couldn’t resist sharing. The idea went on to win the Kyoorius Baby Elephant for Best Post on Social Media in 2025.

Brief & Insight

Tata Play’s social media is built on one mission—bringing the We back in TV. Because entertainment isn’t just a solo act—it’s a shared emotion, a group plan, a family fight over the remote. But in a content-overloaded world, even the most powerful message can scroll by unnoticed. Until one reel, built on a blend of nostalgia, comedy, and pop-culture love, reminded people of just how deep TV runs in our daily lives.

Our Approach

Released on Teacher’s Day, this reel took a refreshingly humorous route. Instead of an emotional tribute, Shik Shak Shok presented a TV-obsessed student whose mind runs entirely on binge logic. The twist? Every image in his Hindi exam paper is interpreted through iconic Indian television— a bat becomes Komolika, a pair of eyes means Bigg Boss, and a snake? Obviously Naagin. It tapped into a simple insight: today’s kids don’t just watch TV-they live it. The reel turned that obsession into punchy, relatable comedy—perfectly timed for a day dedicated to learning.

Key Results

Shot as a flat-lay of a student’s pictorial test, the reel relied purely on visual wit and tight editing. No dialogues, no characters—just an answer sheet spinning every innocent image into a hilariously off-track TV reference. A bat becomes Komolika, a pair of eyes becomes Bigg Boss—and suddenly, a test turns into peak binge commentary. The first drop on Instagram Reels schooled the algorithm with 14.6 million+ views. The second part didn’t miss a beat either—clocking 1.7 million+ views on its own. Quick cuts, bold scribbles, and pure relatability made it a reel people paused, rewatched, and couldn’t resist sharing. The idea went on to win the Kyoorius Baby Elephant for Best Post on Social Media in 2025.

Brief & Insight

Tata Play’s social media is built on one mission—bringing the We back in TV. Because entertainment isn’t just a solo act—it’s a shared emotion, a group plan, a family fight over the remote. But in a content-overloaded world, even the most powerful message can scroll by unnoticed. Until one reel, built on a blend of nostalgia, comedy, and pop-culture love, reminded people of just how deep TV runs in our daily lives.

Our Approach

Released on Teacher’s Day, this reel took a refreshingly humorous route. Instead of an emotional tribute, Shik Shak Shok presented a TV-obsessed student whose mind runs entirely on binge logic. The twist? Every image in his Hindi exam paper is interpreted through iconic Indian television— a bat becomes Komolika, a pair of eyes means Bigg Boss, and a snake? Obviously Naagin. It tapped into a simple insight: today’s kids don’t just watch TV-they live it. The reel turned that obsession into punchy, relatable comedy—perfectly timed for a day dedicated to learning.

Key Results

Shot as a flat-lay of a student’s pictorial test, the reel relied purely on visual wit and tight editing. No dialogues, no characters—just an answer sheet spinning every innocent image into a hilariously off-track TV reference. A bat becomes Komolika, a pair of eyes becomes Bigg Boss—and suddenly, a test turns into peak binge commentary. The first drop on Instagram Reels schooled the algorithm with 14.6 million+ views. The second part didn’t miss a beat either—clocking 1.7 million+ views on its own. Quick cuts, bold scribbles, and pure relatability made it a reel people paused, rewatched, and couldn’t resist sharing. The idea went on to win the Kyoorius Baby Elephant for Best Post on Social Media in 2025.

Brief & Insight

Tata Play’s social media is built on one mission—bringing the We back in TV. Because entertainment isn’t just a solo act—it’s a shared emotion, a group plan, a family fight over the remote. But in a content-overloaded world, even the most powerful message can scroll by unnoticed. Until one reel, built on a blend of nostalgia, comedy, and pop-culture love, reminded people of just how deep TV runs in our daily lives.

Our Approach

Released on Teacher’s Day, this reel took a refreshingly humorous route. Instead of an emotional tribute, Shik Shak Shok presented a TV-obsessed student whose mind runs entirely on binge logic. The twist? Every image in his Hindi exam paper is interpreted through iconic Indian television— a bat becomes Komolika, a pair of eyes means Bigg Boss, and a snake? Obviously Naagin. It tapped into a simple insight: today’s kids don’t just watch TV-they live it. The reel turned that obsession into punchy, relatable comedy—perfectly timed for a day dedicated to learning.

Key Results

Shot as a flat-lay of a student’s pictorial test, the reel relied purely on visual wit and tight editing. No dialogues, no characters—just an answer sheet spinning every innocent image into a hilariously off-track TV reference. A bat becomes Komolika, a pair of eyes becomes Bigg Boss—and suddenly, a test turns into peak binge commentary. The first drop on Instagram Reels schooled the algorithm with 14.6 million+ views. The second part didn’t miss a beat either—clocking 1.7 million+ views on its own. Quick cuts, bold scribbles, and pure relatability made it a reel people paused, rewatched, and couldn’t resist sharing. The idea went on to win the Kyoorius Baby Elephant for Best Post on Social Media in 2025.

Brief & Insight

Tata Play’s social media is built on one mission—bringing the We back in TV. Because entertainment isn’t just a solo act—it’s a shared emotion, a group plan, a family fight over the remote. But in a content-overloaded world, even the most powerful message can scroll by unnoticed. Until one reel, built on a blend of nostalgia, comedy, and pop-culture love, reminded people of just how deep TV runs in our daily lives.

Our Approach

Released on Teacher’s Day, this reel took a refreshingly humorous route. Instead of an emotional tribute, Shik Shak Shok presented a TV-obsessed student whose mind runs entirely on binge logic. The twist? Every image in his Hindi exam paper is interpreted through iconic Indian television— a bat becomes Komolika, a pair of eyes means Bigg Boss, and a snake? Obviously Naagin. It tapped into a simple insight: today’s kids don’t just watch TV-they live it. The reel turned that obsession into punchy, relatable comedy—perfectly timed for a day dedicated to learning.

Key Results

Shot as a flat-lay of a student’s pictorial test, the reel relied purely on visual wit and tight editing. No dialogues, no characters—just an answer sheet spinning every innocent image into a hilariously off-track TV reference. A bat becomes Komolika, a pair of eyes becomes Bigg Boss—and suddenly, a test turns into peak binge commentary. The first drop on Instagram Reels schooled the algorithm with 14.6 million+ views. The second part didn’t miss a beat either—clocking 1.7 million+ views on its own. Quick cuts, bold scribbles, and pure relatability made it a reel people paused, rewatched, and couldn’t resist sharing. The idea went on to win the Kyoorius Baby Elephant for Best Post on Social Media in 2025.

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