With Facebook now supporting vertical videos, Milma wanted to join the excitement. Their ‘Madhuram Souhridham’ campaign was still active and Stark Communications, who are well known for foraying into the unknown put up calling cards for storytellers who wanted to take a shot. Two of 11th hour’s concepts were greenlighted and were released as successors to their already trending ad film starring Malayalam film stars, Aiswarya Lakshmi, Sreenath Bhasi, Basil Joseph, Vishak Nair and Jaffer Idukki. The films were an instant hit and organically amassed around 8 million views. This was another success story in the long list of hits born from the collaboration between Stark and Milma.