Online Media Pharmacy

Usually, people take medicine when they feel unwell. But we noticed that watching movies works like a cure too — against anxiety, boredom, and loneliness.

iTV, Uzbekistan’s leading streaming platform with one of the largest content libraries, became “The New Medicine.”

We created special playlists for every mood, naming them like pills:

Need fun? Laughinol
Need inspiration? Motivagen
Want to distract yourself? Distractin
Craving romance? Romantigin
Looking for fear? Fearnoll

Now, instead of going to the pharmacy, people could open iTV and choose the right “dose” of films to feel better.

Problem

People usually turn to medicine when they feel unwell. But negative emotions like anxiety, boredom, and loneliness also need a cure. iTV, a streaming platform in Uzbekistan with one of the country’s largest content libraries, wanted to position itself as the solution.

Solution

We launched “The New Medicine” campaign. On iTV, we created special playlists for every mood, naming them like pills:

Need fun? Laughinol

Need inspiration? Motivagen

Want distraction? Distractin

Craving romance? Romantigin

Looking for fear? Fearnoll

This way, people could choose films just like choosing the right medicine for how they feel.

Result

Monthly active users increased by 35%

Social media reach grew by 33% during the campaign