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CAMPAIGNS
A SOCIAL SAMOSA PUBLICATION

blogmint

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Index
05 Foreword
06 Automobile
07

Brand name // Hero MotoCorp Agency // BCWebWise

09

Brand name // Mahindra & Mahindra Ltd.

12

Brand name // Mahindra KUV100 Agency // Hungama Digital Services

14

Brand name // Hyundai Agency // Everymedia

16 Beauty & Healthcare

17

Brand name // Artistry Agency // Havas Media Group India

19

Brand name // Dabur Vatika Agency // MullenLowe Lintas

20

Brand name // Manipal Hospitals Agency // Webenza

23 And the brand goes social!

24 BFSI
25

Brand name // Angel Broking Agency // CogMat

26

Brand name // Future Generali India Insurance Company Limited Agency // KRDS

27

Brand name // Bajaj Allianz Life Insurance Company Agency // Webenza

29

Brand name // ICICI Lombard GIC Agency // KRDS

30

Brand name // Yes Bank

32

Brand name // DBS Bank Agency // SapientNitro

34

Brand name // HDFC Life

36

Brand name // Tata AIA Agency // JWT

38 Fashion & Apparel

39

Brand name // All About You Agency // Everymedia

41

Brand name // Deepkala Silk Heritage Agency // Ittisa

43

Brand name // Tresmode Agency // White Rivers Digital

44

Brand name // Adidas India Agency // DDB Mudra

45

Changing Consumers in
the World of Social Media

47 FMCG
48

Brand name // Kokuyo Camlin Agency // Big I Tuna

49

Brand name // Godrej Expert Agency // Chimp&z Inc

51

Brand name // Protinex Agency // Gozoop

53

Brand name // Engage Agency // iProspect

54

Brand name // NIVEA Agency // DigitasLBi

56

Brand name // Fevikwik Agency // BCWebWise

58

Brand name // Nescaf

59

Brand name // Nestle Agency // SapientNitro

60

Brand name // Oreo Agency // Interface Communications

61

Brand name // Fortune Agency // Ogilvy & Mather

62

Brand name // Durex Agency // iContract

63

Brand name // Havmor Agency // Prodigitz

Agency // McCann Erickson

66 Food & Beverages

67

Brand name // Caf Coffee Day Agency // Ripple Links

68

Brand name // MooShake Agency // Merry Men

69

Brand name // Sipahh Agency // Prodigitz

71

Brand name // Kurkure Agency // The Glitch

72

Brand name // Pepsi Agency // JWT

73

Brand name // Paper Boat Agency // Lowe Lintas

74

Brand name // Maggi Agency // McCann India

75 Media & Entertainment

76

Brand name // Talvar Agency // Hungama Digital Services

78

Brand name // Mumbai Mirror Agency // Chimp&z Inc

79

Brand name // Neerja Agency // Every Media

81

Brand name // FX India Agency // Havas Media Group India

83

Brand name // SonyLIV Agency // Prodigitz

85

Brand name // Movies Now+ Agency // Chimp&z Inc

86

Brand name // Royal Challenge

87 Technology
88

Brand name // A top 10 globalIT company Agency // Ethinos Digital Marketing

90

Brand name // Videocon Agency // Solomo Media

91

Brand name // Flipkart Agency // Ripple Links

92

Brand name // Acer Agency // Prodigitz

94

Brand name // Dell Agency // Gozoop

96

Brand name // First Advantage Agency // Ethinos Digital Marketing

98

Brand name // Viu India Agency // Solomo Media

99

Brand name // Intuit India Agency // Ethinos Digital Marketing

101

Brand name // Sargam Electronics Agency // Solomo Media

102

Brand name // Asus Agency // Ripple Links

104

Brand name // Asus Zenfone 2 Agency // BCWebWise

106

Brand name // HP India Agency // Edelman

108 Tourism & Hospitality

109

Brand name // Club Mahindra Agency // iProspect

110

Brand name // Serena Beach Resort

112

Brand name // British Airways Agency // SapientNitro

113

Brand name // HolidayIQ

114

Brand name // Vista Rooms

Agency // Prodigitz

115 Miscellaneous
116

Brand name // Prafulla Dahanukar Art Foundation Agency //Ethinos Digital Marketing

118

Brand name // Godrej Agency // Hungama Digital Services

119

Brand name // Truly Madly Agency // Vigyapanti

120

Brand name // Flipkart Agency // The Glitch

121

Brand name // Shaadi.com & StreeMuktiSanghatana

122

Brand name // Essel World Agency // Di-Mentions

124 The Future of Social

K.V.SRIDHAR
CCO // SapientNitro

The soul of human life is its stories. Time has been the
witness as experiences have been passed down
generations after generations, in the form of folklores,
odes, and epics, tales, but the dynamics of sharing
was peculiar - a few shared while the masses
consumed. Then came a turn in time that changed the
dynamics forever, the turn called today Digital today.
Internet being the core pillar of this today gave way
to a phenomenon called, Social Media - platforms that
appeal to every story teller residing in every individual.
We all are aware of the amount of chatter social
media platforms like Facebook, Instagram, SnapChat
attract. We all share and we all consume. Enormous
amount of original content is being generated every
second, we live in a world of people driven conversation and content. This has also changed the advertising worlds dimensions, today every creative ad-maker
attempts to architect a tale for social media. In wake
of this realization we have managed to have some
brilliant digital campaigns, and this book is an ode to
those pieces of art.
The year gone by has seen a struggling cartoon artist
using social media as his strength and this fresh idea
of his is connected to his freshly brewed cup of
Nescafe! Then we had Chamki, a girl in the womb who
met her mother through the screen, a touching tale to
teach a simple hygiene habit, Lifebuoys initiative Help
a Child reach 5. Then we had DBS Banks engaging

marvel, DBS Chilly Paneer that allowed the users to be a direct part of the story and give the twist and turns they like.
Vatika a hair care brand took a bold step by weaving a story around a bald woman, who in the end turns out to be a cancer
patient the piece simply communicated as to how hair arent the only sign of beauty, there is greater beauty in courage. Paper
Boat shared its entrepreneurial adventure, Hum honge kamyab through weaving a video collage of all successfully Indian
start-ups.
The digital campaigns have been inspiring, heart-warming,
engaging and splendid. These campaigns reflect our journey
towards a digitally and social media driven world of conversations and communications. As this book gives these and many
such campaigns its due by documenting their brilliance, we
see an undercurrent of interesting trends when it comes to
digital and social media and brand communication per-say.
The leading trend is the heightened consumption and
creation of videos on
social media; a Global
study states that an
average of 66 minutes of
video content is being
consumed on social
media every day. These videos are about brand specific stories
to celebrating greater causes to ushering in inspiration to
smaller doses of entertainment. What intensifies the social
media relevance is that apart from being simply a content
platform it is also being rendered as a transactional platform.
Kotak Mahindra recently launched its service where its users
can pay using Facebook. With this emerges the trend of
e-commerce being imbibed in social media. Further, when it
comes to content creation and conversation, what works on
social media is people generated conversations, thus, brands
these days instead of sticking to their brand driven communication have taken a detour and routed their communication

these days instead of sticking to their brand driven communication have taken a detour and routed their communication
goals through their employees. Companies use their employees to amplify their brand messages on social media, because
it has been observed a brand message shared by an individual
instead of a brand is shared eight times more. Facebook too is
planning to launch FB@Work which will be a platform for
likeminded work communities.
A lots brewing in the
Social Media space and
we have just got started,
and while we go ahead
with the gusto we must
keep in mind that the
challenge at hand is to integrate high levels of engagement
and ensure that these social media conversations reach their
perpetual end of being effective transactions for brands.
It sure has been a fabulous year for social media approach,
beautiful marketing dollars have shifted to this medium,
brands have embraced it well, Facebook is leading the baton
wherein Telecos have put in maximum money and as for
Instagram being the next to the leader, has seen an
overwhelming response from fashion brands.
The time is right and so is the spirit, let us all take the next
plunge of architecting engaging stories for a medium so
promising, because A story lived is better than a story told.

A STORY LIVED IS BETTER

THAN A STORY TOLD.

05

Hamari Pari - An illustrated story of

girl child empowerment
Brand name // Hero MotoCorp Agency // BCWebWise
Hero MotoCorp, the worlds largest manufacturer of two-wheelers also believes in the
philosophy of giving back to society. Under its We Care CSR initiative, the brand is involved in
many CSR activities to create a greener, safer and equitable world. One of the areas in which the
brand works is the empowerment of girl children with education through its CSR initiative,
Hamari Pari.
Hamari Pari ensures that over 60,000 young underprivileged adolescent girls grow up in the
right conditions, with the right support and in the right environment.
Team Hero realises that adolescence is a critical time that can determine the entire trajectory
of a girls life. With the right care, investment and environment, she will become educated and
be an agent of change. With that, she can contribute to the economic growth of her community
and of the society.
Objective
To use digital to showcase Hero MotoCorps CSR initiative
for Girl Child Education Hamari Pari, and reinforce the
importance of educating the girl child in a way that sensitizes the audience to the cause.
Execution
A CSR site to drive the message that education gives girls
the skills and confidence to take decisions that improve
their lives, improves their social standing and eventually
snow-balls into prosperity for the nation.
An interesting animated-narrative technique is used to
communicate the message that empowerment of the girl
child, leads to empowerment of the nation. A simple line
drawing style complemented with minimal colours was
used to effectively bring out the message in a sensitive way.
The website HamariPari.com tells the story of Hamari Pari
who has set out to save the world reversing the process of
Problem >> Solution >> Impact. The narrative follows Pari
who encounters social evils & wards them off with her
Magic wand

The story begins showing how Pari rescues girls who are
forced into child marriage. Her wand transforms a child bride
into a school going girl.
Next, Pari encounters children working in a matchstick
factory. She uses her wand to transform the matchsticks
into symbols of learning.
As she flies onward, she sees women suffering in childbirth.
Paris wand then transforms the conditions in which the
woman is giving birth to a safe hospital facility.
As the story moves forward we see Paris wand helps a
woman get empowered by giving her the opportunity to ride
her own Hero MotoCorp two-wheeler to work.
As the user gets to the end of the story, Paris wings transform into a school bag, and the Magic Wand into a pencil.
Thus, reinforcing that education of girl child can ward off
social evils & that Hero MotoCorp is proud to support the
cause.

From Child Marriage to Domestic Abuse, Pari faces evils of

society with fierce conviction, rescuing the girls & women in
distress.
07

Results
The CSR microsite received over 1,00,257 site visits in the campaign duration.
The average time spent on the site was 2 minutes, which means that Paris story kept visitors engaged.
HamariPari.com not only communicated the brands initiative, but also sensitized the visitor about the cause in an
interesting way.

08
06

SEED THE RISE CAMPAIGN

Brand name // Mahindra & Mahindra Ltd.

Since its inception Mahindra & Mahindra Ltd. has been a socially responsible corporate, making
investments in the community which go beyond any mandatory legal and statutory requirements. As per the new Companies Act 2013, Mahindra & Mahindra Ltd. pledges to contribute at
least 2% of the average net profits of the Company made during the 3 immediately preceding
financial years towards CSR initiatives.
The CSR vision of the organization is to focus our efforts within the constituencies of girls,
youth & farmers by innovatively supporting them through programs designed in the domains of
education, health and environment, while harnessing the power of technology. By investing our
CSR efforts in these critical constituencies which contribute to nation building and the economy,
Mahindra & Mahindra will enable the stakeholders and communities to RISE.
Seed The Rise
Auto Farm Sector of Mahindra & Mahindra Ltd. through its crowd funding project 'Seed The Rise'
in association with four organizations are working towards welfare of farmers across India, and
Milaap, are bringing awareness to the positive aspects of farming and agriculture. Five projects,
aimed at extending support to farmers and their families have raising Rs. 1.4 crores and an
equal amount of Rs. 1.4 crores to the contribution has been matched by Mahindra and Mahindra.
The funds will help to provide enhanced and sustainable livelihoods to farmer and their
families.

09

Objective
The objective of the campaign was to launch a sustainable campaign to create positive sentiments about
farmers and farming.
Execution
The campaign was well executed while working on the following aspects-

How to do it:
Mobilizing urban crowds for the cause
Delivering on the ground support to farmers
Taking a leadership position in changing the narrative
Digital Film
We hosted the 2 minute digital film featuring Nawazuddin
Siddiqui and information about the causes that one could
donate to. Nawazuddin Siddiqui supported our farmers and
voiced the sentiments of our farming communities.
The video highlights mentioned below are the consolidated
numbers that we achieved through the entire month and
half long campaign (26th October - 7th December) acrossmultiple platforms (Facebook, Twitter YouTube and Network).

10
06

Microsite
Our aim was to build a comprehensive and an informative site, while also ensuring that it was simple,
seamless and logical. With the impactful video and accurate content, we were able to narrate the story of
the Indian farmers in a direct and to the point manner.
Mobile Responsive site
Fast loading
Share features
Many visitors from Mobile

Social Media
On Facebook and Twitter, we created thematic content that was shared over the 6 weeks of
the campaign. Each week - we used a different communication peg and tonality to drive donations and
convey the campaign message.
Facebook Stats

Twitter Stats
Impressions: 74K
Likes: 138K
Retweets: 55K

Micro-activities on Twitter
Through different activities using the medium of twitter in order to reach out to greater audience and to
answer to their queries & involve them through different forms the following activities were conducted.
Thank the farmer for food
Discussion with NGOs
#SeedTheRiseChallenge
#KisaanTujheSalaam

The contribution and public visibility through the tweets and shares from celebrities like Sachin Tendulkar,
Nawazuddin Siddhiqi, Saina Nehwal etc. made the campaign to reach more and more people.
In order to create an impact that would resonate among the masses, we reached out through platforms
like Logical Indian and Grofers. Two articles were published through Logical Indian facebook page where
on an average 3.4 million page views are hit. On the other hand through Grofers we asked people to share
images of the lunch that they were having and use the hashtag #ThanksForTheMeal in order to spread the
word and drive people to donate to the campaign.
Results
Through Seed The Rise Campaign we reached out to nearly 4,000 donors. The money raised through
donors was Rs 1.04 Crores and equal amount was matched by Mahindra & Mahindra Limited. In all a total
amount of Rs 2.08 Crores was given to 4 NGOs for 5 projects. The projects will help the farmer households towards their overall well being.The work on the following projects with farmer household as focus is
in implementation phase:
11

Mahindra KUV100 Dubsmash contest stirred

the socialverse
Brand name // Mahindra KUV100

Agency // Hungama Digital Services

The Mahindra KUV100 was the latest entrant in the product portfolio of Mahindra Four
Wheelers. Positioned as the young SUV, the KUV100 was catering mainly to the young audience
of India.

Objective
Consumers were moving more towards SUVs &
gradually to compact SUVs. With the launch of
Mahindra KUV100, the objective was to build up
buzz for the launch and drive engagements
leading to test rides.
Strategy
We wanted to promote the vehicle to the young
audience. Since Social being dominated by the
youth, it was easier for us to narrow down upon
the platforms. By associating with Varun Dhawan,
we ensured we reach out to maximum people.
Along with engagement, we also wanted people
to be expressive. We wanted them to talk about
the vehicle in their own style. Thats when the
idea of using the Dubsmash app occurred to us.
We decided to let people express their thoughts
about the vehicle in an innovative way through
Dubsmash videos. Users were asked to pick a
song/dialogue from Bollywood and tell us their
feelings when they first saw the Mahindra
KUV100. This is how we kick-started the KUV100
campaign.

Execution
Pre-Launch
For the first time ever in the automobile industry,
the first look of the vehicle was revealed even
before the actual launch. We made people take a
look at the image and tell us what they felt when
they first saw the Mahindra KUV100. Every user
had to express their feelings through a Dubamash
video. On Dubsmash, we created the KUV100
soundboard. All the user had to do was to pick a
dialogue/song from the list and come up with a
Dubsmash that best suits the vehicles philosophy.
We received some great responses for the Dubsmash right from movie dialogues to songs,
people were very creative in their entries.
Since we received some great entries, each week
we created snippets of best Dubsmash videos and
promoted it on our social pages.
Each phase of the launch of the digital
promotion, including When I first saw the
KUV100 Dub-smash contest, Varun Dhawans
Dubsmash video, and Personalized Billboard
were extensively

12

promoted on KUVs official social media channels

(Facebook, Twitter, YouTube)
Results
The campaign was a blockbuster, receiving a
tremendous amount of response. KUV100 got
featured on many online communities, blogs and
famous auto websites like CarDekho.com,
auto.economictimes.com, auto.ndtv.com and
many more.
The pre-launch itself garnered around 2500
entries- everyone expressing their love for the
brand.
Social Media collectively (including Facebook,
Twitter, Vine, and YouTube) gave us around
59, 00,000 + interactions. The campaign
received around 762 entries on the microsite.

13

When Hyundai Elite i20 composed a song

all by itself
Brand name // Hyundai India

Agency // Everymedia

Car sounds are usually heard in the background of a song or documentary, but hardly do these
sounds have ever been turned into a song or music. Automobile brand Hyundai created music
out of the sounds of wipers, pulling of the hand brake, turning the indicator on and off, seat belt
warning sound, the opening and shutting of doors and windows and engine revving for their Elite
i20.The song does not feature any musical instruments, but captures the essence of creation,
stressing on New Thinking, New Possibilities.

Objective
The goal was to create a buzz on YouTube with a
unique concept as the video consumption trend
has seen an increase in the recent past and to
drive deeper while creating long lasting engagement with the audience, around the video through
various activities on social platforms

Result
The campaign received the fastest 4 Million, 5
Million and 7 Million YouTube Views in the Auto
Industry Category, 2548 New YouTube Subscribers gained due to this activity. Drive Mein Junoon
also managed to create a buzz and became a
YouTube sensation with more than 11 Million
views.

Execution
The main featuring artists in the music video are
the Elite i20 premium hatchback itself and two
musical masterminds, Arijit Singh and Clinton
Cerejo. The video was promoted through all social
platforms of Hyundai India.
To continue the momentum, Hyundai came up
with the #YouthAnthem contest and encouraged
the audience to share their own version of Drive
Mein Junoon as a part of post-launch phase.
To increase shelf life of the Drive Mein Junoon
music video, a #YouthAnthem contest was
initiated for people to create their own version of
the song and share with Hyundai India on social
channels.

14

Artistry partners with Vogue India to create a

strong digital footprint
Brand name // Artistry

Agency // Havas Media Group India

Artistry India, the skin care range exclusively from Amway India had hitherto been advertising
primarily in magazines. It had no or low online assets. The brief was to drive Artistry into the
awareness and consideration set of the TG on the digital front where the brand had been
inactive.
Objective
The objective was to create with the TG - awareness,
interactivity, and build positive advocacy online.
The situation was that the brand had no local website or
social media assets. The challenge was that if owned and
earned media are unavailable for the brand, how do you
create the destination for content and interaction? And,
within an available limited budget how can the impact be
maximized?
Execution
Zeroing on the audience profile and its synergy with the
brand attributes, the strategy was to partner with Vogue
India. The idea was to create a shared media platform for
the two brands. It would drive in new audiences as well as
give the Vogue audience a chance to explore a great skin
care product.
The solution was a creative, engaging microsite which would
serve as the content platform for the campaign ensuring
discoverability and engagement. On this, a content led
campaign strategy was designed to bring together the
Artistry brand values to the Vogue.in audiences as they
would both resonate with each other.
As the audience were led to the microsite, the microsite led
the audience to a range of interesting content which directly
or indirectly promoted the Artistry product catalogue.
Interesting How-To Tips (with Kangana Ranaut as the
mascot), Do-It-Yourself(DIY) features, product-centric
content, articles, beauty secrets and more give the audience
a good reason to linger on the site and come back again.

17

Vogues social media presence was also used to drive rich and relevant traffic to the microsite. A focused media push ensured
discoverability and prominent presence of the brand.

RESULTS
Traffic on created Microsite:
The microsite received 400K+ page views, 200K+ visits.
Time spent per Visit was 1.55 minute
76% of the traffic was dri en by mobile, 20% by the
desktop, 4% by the iPad.
Facebook saw a Total Reach of 2.5 MN+, Total Impressions were recorded at 4 MN+, Total Engagement was
73K.
Twitter garnered 366K Total Impressions.
Post implementation, drastic changes/improvements
were seen in our search campaign. The number of clicks
achieved till December were almost 6X the starting three
months.
Further, a nifty set of insights was gathered to be used for
the next phase.
Client Testimonial
The campaign succeeded in driving awareness, interaction and advocacy with the target group of the Artistry
brand. Artistry and Vogue are both prestige brands and
their consumers have a lot in common. The idea of
content led marketing bolstered with the Vogue association ensured that Artistry could reach out to Vogue
consumers. Creating a digital and social platform online
(where none existed) to engage consumers was innovative and we are delighted with the response. - Sundip
Shah, CMO, Amway India.

18

Daburs #BraveandBeautiful approach

towards content marketing
Brand name // Dabur Vatika

Agency // MullenLowe Lintas

Dabur Vatika, haircare brand re-defined #BraveandBeautiful through their campaign by

peek-ing into a woman's life. They bring out an inspirational anecdote of a cancer survivor.

Objective
The campaign attempts to break deep rooted traditional
stereotypes that women need long hair to look beautiful
thus spreading a message through this story.

Dabur Vatika being a hair-care brand, this campaign built a

reverse connection between the brand and the cause, this is
exactly what worked in their favor as they stood up for the
cause than promoting its brand.

Execution
The brand released a film which told the story of a cancer
survivor titled, #BraveandBeautiful which itself describes the
entire motive of the film.
The film showcased how the woman e en after losing her
hair does not find any difference in the way she is treated by
the society. With her folks, friends, and colleagues supporting her, she does not feel that she is lacking anything with
people around her treating her like before. With the
traditional Indian beliefs, beauty of females is defined by the
length of their hair for women, however, Dabur attempts to
get rid of this insecurity.
The film terminates with a shot of a tea y eyed woman with
the writing, some people dont need hair to look beautiful.
The campaign mirrors the changing society thus urging
them to widen their mentalities and become empathetic.
Results
The campaign stands up its ideology which says woman of
substance and through this campaign the brand brings a
new wave and energy towards the society, encouraging a
change. This campaign was appreciated on social media and
the motive behind it was accepted lovingly.

19

#SeizeTheStory A crowd-sourced initiative

for creating better lives
Brand name // Manipal Hospitals

Agency // Webenza

Manipal Hospitals wanted to positively impact the lives of people through videos and cater to a
large multiple-video requirement through organic means with a limited budget while achieving
maximum engagement and awareness. They also wanted to source user-generated videos that
the brand can promote in the long run from a CSR perspective.

Objective
To generate over 75 quality videos from the CSR angle and
leverage them to create engagement and awareness and
promote the campaign theme through all organic means
Solution
Action a crowd-sourced video initiative with themes that
fully-support healthy living. This initiative was targeted only
at short-film makers in order to gene ate quality,
professionally-shot videos as compared to just mobile shot
videos.
Create a visionary microsite where the brand can continue
collecting user-generated videos and conducting events year
after year
#SeizeTheStory was born
6 suitable themes were suggested as part of the competition to generate relevant videos for the brand
Execution
Microsite (Thoughts, Design & Development): An intuitive
web design was built at with an objective of getting the film
makers to explore the multiple categories they can build
their stories/films around
Social Media Strategy: A thoughtful series of communication
communication tone was structured to appeal to the right
target audience i.e. the film maker

20

Community Engagement: Apart from the regular communication on the official page, about 100+ groups catering to
short film making were identified and the right content was
distributed to engage the short film makers as well as
influence them to participate in the campaign. Several
individuals were identified and b and representatives got in
touch with them through Facebook & Twitter to participate
in the campaign
Influencer Engagement: 4 influencers (Arvind Passey,
Nandini Swaminathan, Pallavi Chaturvedi, Hrish Thota) were
identified. 3 of them shot a video in line with the campaign,
which was then distributed on their social channels to
generate massive amount of exposure for the campaign
Ofine Engagement: 1600 Visual Arts, Film making &
Engineering colleges were identified across the count y and
campaign posters were distributed. This activity turned out
to be quite successful as the number of website hits &
entries shot up, during a certain time in the campaign
Internal Promotion (E-mail from CEO to employees): During
the campaign, the CEO of Manipal Hospitals sent an e-mail
to the employees and partners across the country, encouraging them to watch the video and also contribute to the
campaign
E-mail Marketing: The campaign saw more than 600
registrations coming from wide variety of audiences. An
e-mail marketing strategy was in place, to keep them
engaged and send timely reminders throughout the
campaign
User Generated Content: The major portion of the campaign
success was driven by the users, as they helped share the
communication in their social circles, as the theme
resonated well with them.
Results
Total Short films Received 373
No. of colleges engaged 1600
No. of film makers engaged 320+
No. of video views (Through Influencers) 5800+
Engagement driven by influencers (On Social Channels)
345+
Engagement within Facebook Groups 1800+
No. of individual film makers engaged during the campaign
280+
Social Traffic 25% of overall traffic
Organic Search 30% of overall traffic
Total No. of impressions (Across social & web) 0.6
Million+
No. of languages the entries were shot 8 (Hindi, English,
Malayalam, Tamil, Telugu, Kannada, Punjabi and Urdu)
Seize the story chose the powerful medium of short films to
talk about some important health and lifestyle subjects, and
made an impact in a short time-frame. Manipal Hospitals
used this medium to make people aware of the major health
hazards that are contributed by wrong practices in lifestyle
and carelessness in daily routines. Through this campaign,
Manipal Hospitals was able to achieve a collection of more
than 370 videos from various interest groups spread across
India.
21

The idea of this campaign was to promote healthy living and educate the audience to follow a healthy and safe lifestyle. These
videos were majorly based on road safety, depression, anti-smoking, drug abuse, cancer, alcohol hazards, and eye donation. Lots of
videos were based on some important health and social aspects.
This campaign not only attracted film makers, but also students, social activists, health bloggers, health enthusiasts, and the
general public. 104 videos were shortlisted out of over 370 videos received as a part of the campaign. The shortlisted videos were
in different Indian languages that included Hindi, English, Malayalam, Tamil, Telugu, Kannada, Punjabi and Urdu.
Some of the best videos we received were exceptionally-written and produced, and were conceptually rich. They were hosted
on the official microsite
With this format, the campaign was able to connect to a larger audience in society.
This campaign used the scientific ways of promotion that contributed 95% of the traffic and participation organically. The
campaign was also able to drive a long term goal for the brand by establishing a visionary video property which helps them sustain
the initiative in the longer run.

22

AND THE BRAND

GOES SOCIAL!
Chaaya Baradhwaaj
Founder-MD, BC Web Wise & Big I Tuna
How a story is told is often as important as its message, or maybe even more. That is why story-telling on social media is
increasingly becoming the X-factor for effective online engagement by brands in todays crowded digital ecosystem. With
boundaries getting blurred on social media, brands know they cant keep treating consumers as demographic units.
The proof turned up in a recent study that found very little difference in the spending habits of people aged between 13 and
50 years. Now, we are talking about a gap of a few generations! The study further revealed that behavioural and attitudinal
nuances of these people towards a certain purchase decision were also similar. So, if brand loyalty is the aim, marketers need
to understand and treat consumers as friends! Brands that can drive an emotionally and contextually relevant interaction
with consumers on social media stand to earn all the more loyalty in return.
Today social media has evolved into an effective tool for sustained engagement, generating positive word of mouth for the
brand. A look at how Indian brands have tried unique approaches to social media in recent times throws up many unique
examples of result focused engagement. Hacking into news or social trends on the internet proved a great way for some to
establish their brand connect in a timely and memorable way. A great example is stationery maker Kokuyo Camlins video
congratulating Google on its new logo. The video response drew a direct and super-fun connection between the crayon like
graphics of the internet giants new logo, and Camlins range of crayons.
The real time marketing by Camlin points to a rising trend among brands trying to leverage news trends through social media
marketing for consumer outreach. But apart from being a mirror of trends, social media also stretches the boundaries of
physical experiences.
ASUS India is a good example of a brand that used its on-ground events and experiences remarkably well on social media to
promote its ZenFone 2 smartphone range. To build anticipation for a new launch, the brand released an online teaser video on
the theme of an upcoming Bollywood thriller. It went on to launch the device at an exclusive affair for Zenfans with the star
of the same movie. The entire marketing strategy was based on creating an exclusive cross-media experience for fans of the
brand that led to a more powerful engagement online as well as on Twitter.
A lot of brands have started experimenting with new visual associations for social media, while others such as HUL have
successfully taken to video storytelling on TV as well as social platforms. Investment in visual storytelling on social media
has also emerged as an effective means of engagement with online audiences.
Another successful trend saw brands flocking to social media for crowdsourced content. Viral content is often inspired
by consumer experience, leaving viewers with a positive feeling about the brand. And if consumers are prompted to share
or create content as a result of brand engagement, they are much more likely to refer the brand.
ASUS found incredible success with crowd-sourced content with its Nightwalkers campaign that leveraged Instagram to
promote the salient feature of low light photography in Asus ZenFones through user generated content. When a campaign
draws more than 300 local Instagrammers to capture the moonlit beauty of Marine Drive in Mumbai, it is proof of the
effectiveness of social media in making the consumer create with the brand!
Social media is making it easier to win over consumers with such new stories and experiences. Most people have a
sophisticated computer, camera, GPS, and ewallet in their hands. Why not just give them a reason to use such technology
in a memorable way?
Modern Indian brands need to behave socially and not just be present on social media. They have to treat audiences as friends
and understand what moves them and how they like to spend their time. Take a cue from how Coca Cola has engaged
consumers with the sentiment of happiness or how Camlin has used an app to give people a way to express themselves in a
creative and artistic way on festivals like Rakshabandhan or Ganeshotsav.
Brands are realizing that they cant be space cadets when it comes to successful social media engagement. Consumers are
inherently social. To make a memorable statement, the brand has to get them invested in itssocial media presence. Not every
brand has the resources to pull off a Red Bull Stratos. But personal relationships with consumers founded over a period of
time will trump a unilateral interaction via advertising. So, the one thing marketers should remember is the importance of
handholding the consumer through his online journey of discovery, which is where social media is playing an all important role.

23

#BudgetPeCharcha
Brand name // Angel Broking

Objective
With #BudgetPeCharcha, the idea was to encapsulate the
anticipation of the upcoming budget and engage users by
giving them a chance to share their wish-list and views
around the same either through text, video or participation
in several rounds of polls.
Post the announcement of the annual Railway Budget,
campaign #BudgetPeCharcha was established to gain
constant momentum with an array of activities.

Agency // CogMat

asked, thereby inviting participants to share their quirky

entries and expectations from the budget.
Results
Social media uproar of this campaign could be listed down in
digits as on Facebook it reached a total of 24,855, receiving a
reaction of 2835,3985 comments and a total of 3525
shares.
1,43,301 impressions, 3200 retweets, around 2300 likes
and 7000 replies were recorded on Twitter.

Core thought
The perfect opportunity to engage and interact with the
new-era, tax-paying citizen, who now has access to the
internet 24/7, is well versed with social media and does
strongly believe in sharing their views on key events. The idea
was to bring every thought, reaction, expectation, and opinion
under a single point of focus and hence, #BudgetPeCharcha
was conceptualized. This campaign was also in line with the
brands vision to engage with first-time investors using the
digital platform.

On the day of the contest, #BudgetPeCharcha trended in

Mumbai at No. 1 and India at No. 4, garnering over
1.8 million impressions.

Execution
The initial launch saw a panel of experts from the brand
sharing insightful information and decoding what the Railway
Budget meant for the country. This was in sync with live
updates and interactions on Facebook and Twitter.
The peak of the campaign, three days prior to the Union
Budget announcement, was the contest on Facebook and
Twitter on 26th February, with the native hashtag. With this
contest, a series of objective and subjective questions were
25

Future Generali #RoadTripChallenge

prepares users for road trips
Brand name // Future Generali India Insurance Company Limited Agency // KRDS

Objective
The objective of the campaign was to create awareness
about road trip preparedness and importance of motor
insurance.
Execution
We created a quiz featuring 9 questions around Road Trip
preparedness and best locations. Participants had to answer
all the questions correctly in quick time with
#RoadTripChallenge.
The contest was carried out on a Facebook and Twitter and
received very good engagement. 5 lucky winners were
selected for the #RoadTripChallenge, thus creating very high
awareness about road trip safety while making the
campaign a success.
Results
The campaign received 300+ entries on Facebook
Garnered a reach of 11,398 Reach
60.06% engagement was recorded
31,252 organic impressions were recorded on Twitter
The contest received 1800 replies on the micro-blogging
platform with an 6.5% engagement rate
700 re-tweets were recorded with 337 likes
#RoadTripChallenge managed to score with a simple idea
executed well.

26

#DefeatTheTaxMonster a fun approach

to decode a taxing process
Brand name // Bajaj Allianz Life Insurance Company Agency // Webenza
Objective
Bajaj Allianz Life Insurance Company Limited (BALIC), one
of India's leading private Life Insurance companies wanted
to revive and renew interest in a sector that is often seen as
being mundane.
There was seen to be an extreme lack of awareness and
education among consumers with regards to multiple
financial instruments for the saving of income taxes. ax
saving instruments are generally perceived as a serious
issue by the audience. To overcome this challenge, BALIC
wanted to build a fun and interactive campaign using an
existing mascot on digital and social media.
The Tax Monster Campaign aimed to encourage internetsavvy salaried individuals in the country to secure their
families standard of living and future financial goals by
buying life insurance and save tax at the same time. Tax
Monster, a filmy chacacter who eats up peoples hardearned money, appeared as various Bollywood characters on
the Facebook page of the Company and threatened to eat
into the audiences hard-earned money during December
2015 till March 2016.
Engagement was the main criteria of the campaign. This
was done in 3 phases:
a.Tax Monster Returns - Teasers and trailers of Tax
Monsters entry at that time of the year
b.Tax Monster Invades - Influence of ax Monster on an
individual through real life scenarios
c.Defeat The Tax Monster Tips, tricks and ways to save tax

A series of communication educating the target audience

about the campaign objective through Bollywood style
villainous dialogues structured to appeal to the target
audience comprised of salaried individuals in the age group
of 18 to 45.
#TaxMonsterReturns -Singham Returns, Batman returns
and so does the Tax Monster! A Twitter engagement activity
was run asking the audience to tell the world about
#TaxMonsterReturns in filmy style.#TaxMonsterReturns
trended #1 for more than an hour gaining 257 new followers.
#TaxGiri - Tax trivia laced with fun was introduced over
social media.
#InvestBefikar witter engagement - It sensitised people
about investing in ULIPs with assured returns, and was tied
up to the launch of Bajaj Allianz Life Principal Gain Product.
The hashtag trended nationally on Twitter earning more
than 207,225 impressions (193,696 organic impressions)
@BajajAllianzLIC gained 423 new followers during the
activity.
InvestTales - Followed the well-known format of tiny
tales in the space of finance and insu ance with subtle
product plug-ins.
Appu-Pappu Series - Centred around 2 characters who
have conversations around wise investments and the right
investment products. Appu is an investment expert who
keeps giving financial advices to appu who is unaware of
financial concepts. This series was an educational series for
the section of the audience that remained unaware of
different methods of financial investments in life insurance.

Execution
An intuitive landing page was built with the objective of
getting the target audience to explore the different ways
they can save tax and the various investment options that
Bajaj Allianz Life offers.

Apart from the official social media communication through

the above-mentioned channels, several new assets ranging
from infographics to GIFs, short videos, tax calculators and
a flash game were created
27

It included 3 minimal poster series called

#PeechaNahiChhodega, the first of the series, introduced
during the launch phase of the campaign highlighting things
that wont let an individual live in peace followed by
#TaxMonsterReturns. The second series was called
#AnotherYear, created to welcome the new year and to
highlight the investment ideas not implemented during the
last year that caused more losses to an individual. Another
series called #RoadSafetyWeek was also created.
A GIF series where a humourous struggle between a
salaried individual and the Tax Monster as showcased also
became popular.
Interactive Calculators - Online calculators such as Income
Tax Calculator and Child Future Calculator were put up on
the website were promoted on social media as an initiative
to increase Tax savings.
Infographics were to engage the audience by asking questions from the infograph and redirecting them to BALICs
Knowledge Capsules Page.
User Generated Content: The major portion of the campaign
success was driven by the users, as they helped share the
communication in their social circles, as the theme
resonated well with them. We came up with various user
engagement contests during the campaign utilizing
Facebook, Twitter and Instagram and channels such as
Dubsmash, GIFs and photo-sharing. A Whack the Tax
Monster game - was created as an engagement tool and an
extensive series of teaser posts and creatives were launched
to promote same. The campaign trended on Twitter for 4
hours.
Leveraging special days during the campaign: A series of 15
second videos created throughout the campaign to highlightcampaign phases and festivals. Famous Bollywood scenes,
dialogues and songs were used to create these.

Results
Defeat the Tax Monster campaign resulted in substantial
improvement in the companys social media presence. Views
on the video of Tax Monster Returns, the second season of
Defeat the Tax Monster, received 13,15,623 views. While on
Facebook, total impressions during this campaign stood at
1,58,93,907 with 2,30,334 of newly added fans.
Twitter saw 18,31,313 impressions with 21,643 new followers, Instagram witnessed 2,352 engagements which were
much higher than the previous year. Followers acquired on
Instagram during the campaign were 425, the channel
reaching 2,432 followers.
#TaxMonsterReturns was trending on #1 for more than an
hour, gaining 257 followers. Total hashtag mentions were
8,679. #DefeatTheTaxMonster was mentioned in 5,689
Tweets and trended for 4 hours. The activity drove 1,308
participation on the Whack the Tax Monster game and 195
unique participants.
#DubTaxSmash activity received 1,100 unique entries in 3
phases.
Qualified Leads generated during the campaign through
affiliate marketing, facebook lead cards, re-targeting
and programmatic display ads were 857.
Defeat the Tax Monster campaign resulted in substantial
improvement in the companys social media presence. Views
on the video of Tax Monster Returns, the second season of
Defeat The Tax Monster, received 13,15,623 views. While on
Facebook, total impressions during this campaign stood at
1,58,93,907. Twitter saw 18,31,313 impressions, Instagram
witnessed 2,352 engagements which were much higher than
the previous year.

For example, on Valentines Day a short video showcasing

the Tax Monster romancing his one and only love, money
was created to celebrate the day with some humour.
A Holi video was another 15 second video.
Topical themes during campaign:
Series of Christmas Trivia Did you know posters from
around the world
Posts around special events like World Cancer Day, World
Health Day, World Water Day, Holi, Other festival posts etc.
A poster series on less known interesting facts around the
Union Budget with live tweets and updates around Union
Budget 2016-17
Video and posts on International Womens Day#MeriLifePlanner

28

ICICI Lombard GIC #HelmetChallenge

creates engagement with a simple idea
Brand name // ICICI Lombard GIC

Objective
The key objective of the campaign was to convey the
importance of insurance and wearing a helmet for road
safety.
Execution
We created a game where users were urged to take the
#HelmetChallenge by pausing the video just when the
helmet fits the ride . When successfully done, a special
safety message is revealed to the player - a checklist of
things to do for road safety was flashed on completing the
task and users were asked to share screenshots of the
same, hence, increasing the visibility.

Agency // KRDS

50 lucky winners were gratified for taking the

#HelmetChallenge and in turn spreading awareness about
road safety!
Results
The campaign garnered 1000 entries on Facebook
A reach of 680236 was recorded
4.57 % engagement rate and 104,782 video views were
noted

Important statistics and benefits of ICICI Lombards

exclusive launch of Two Wheeler Long Term Insurance
were integrated at the end.
A short Video 'Game' was created

With a simple GIF, ICICI Lombard GIC managed to convey

their message while creating engagement.

29

#RaiseTheTricolourattempted
associating Yes Bank with patriotism
Brand name // Yes Bank

Objectives
The campaigns aim was to increase the impact of the new
brand positioning INDIA bole YES. It further wanted to
associate the thought of INDIA bole YES with optimism and
patriotism. Yes Bank also wanted to increase the engagement and buzz around INDIA bole YES.

Promoted Trend
#INDIAboleYES appeared as a promoted trend on Twitter

Execute
On the occasion of Independence Day, #INDIAboleYES as a
campaign intended to instil the sentiment of patriotism
among people by urging them to think what more should
India as a country embrace.
Aspects of peace, patriotism, achievements, environment,
technology, equality, progress were highlighted and people
were asked to add their opinions to the list in the form of
tweets using #INDIAboleYES.
The intention was to utilize YES Bank as a platform where
Indians as a community could come together and voice their
expectations/opinions/beliefs/judgements regarding India of
today.
Phase I - #INDIAboleYES
What we did
The campaign ignited at 12 AM on 12th August, when the
first tweet went out
Followed by a creative explanation the T&Cs of the contest
Another interactive tweet promoting the contest on 13th
August

Some of the Entries Received

30

What people thought about the contest?

The Microsite RaiseTheTricolour

Interaction on the sent Tweets

Interaction on the Contest Tweets

Campaign Analysis

Phase II - #INDIAboleYES
As an extension to #INDIAboleYES, a microsite was
created for #RaiseTheTricolour
People were offered a virtual experience towards hoisting
the flag by retweeting and thus allowing them to be part of
the movement

Highlights

31

When DBS ChilliPaneer 2 let you play Ken

Brand name // DBS Bank Agency // SapientNitro
DBS Bank in the ChilliPaneer Film [Interesting name isnt it?] used video content as way to
bring out a firm belief and core value of the brand: that of being there for the customer.
It would have been a drag had they picked any other story angle. They used just the right
amount of flavours [pun intended] in the video that made the user wanting more.
Objective
The brand wanted to showcase how banking and support to
take financial decisions is at your fing tips. The message
they wanted to convey was that as an Asian bank, they
believe in not just offering banking solutions, but being an
integral part of financial decisions of the consumers
Execution
By creating a story around two characters Ken, native to
Singapore, and Asha, a foodie from India, the bank displayed
everyday emotions around decisions that we make in our
lives.
The execution was centred around a series of 4 videos that
are short movies released on YouTube and on a microsite
hosted on DBS banks parent site. The 1st YouTube video
was season 1 (4 parts/episodes) where Ken and Asha meet
in a freak-accident kind of meeting in a DBS bank ATM and
embark upon a surreal journey of food, culinary adventure
and a little bit of cross-cultural adoration.
Heres a snippet of the 1st out of the 4 parts of the Chili
Paneer The Movie all spanning 4 minutes each. Strongly
recommend you see this to understand the rest of what
youre about to read. In fact thatll also tell you why the
movies called Chili Paneer in the first place
Once you see the video DBS bank over the period of 3-4
weeks slowly released season 2 of Chili Paneer. But the
twist here was that YOU got to play Ken this time and steer
through the story. In the midst of the video youll suddenly
see the story stops and options like these pop up.

Lets assume you choose Ambitious break, the movie would

continue as per that option.
As the movie presents multiple alternatives that you choose
yourself the end of the movie gives you a message that
comes up due to the responses you gave and what direction
you took when you role played Ken on the-microsite.
The reason why this is so important is because the contest
that ran on Facebook asked you to tell DBS Bank India
Facebook what kind of personality you are.
Also, the important point here is understanding how well the
concept of Which personality type are you? was taken a
step forward, innovated commendably and was used in a
movie as against a simple poll marketed to the TG.
On Facebook there were 3 contests that took place over
December 2014 and January 2015 where people were asked
to:
1.Put up the personality type that appears in the end of the
movie tagging DBS and ChilliPaneer FB pages on their
Facebook wall and comment on the status garnering
maximum likes and comments Contest 1
2.Choose their favourite dialogue from the movie Contest 2
3.Pick the third and ideal most location for the restaurant.
Contest 3

32

Results
The videos and story angles had the values and core offerings of the Bank well knitted. The
product plugs were not on your face, nothing that would turn the viewer off. It was a part of
the story if a bank representative would talk to Ken, or part of a scene if they visited the
bank. A viewer would float in and out of the bank s offerings without e en realising in. This
is what good marketing can do. The brand used emotions in just the right amount. It made
the background setup, Asha s family, eating of pani-puri etc as local as possible, yet with an
Asian touch to it. Cross border love, entrepreneurship, simplicity and other such elements
made the short video series a warm one. By allowing the users to play Ken and choose the
direction of the video, they didnt leave it at content consumption but brought in a strong
engagement connect. Viewing a story v/s being part of a story has different impacts on the
users mind. By allowing the user to choose, the user was empowered to build his own story.

33

HDFC Lifes #StandUpOnTwitterset

a social media example
Brand name // HDFC Life
HDFC Life a premier Life Insurance brand of the company has been active on Social Media for a
while now and is a notorious user of the phenomenon of humour.
The connect is visible in that the humour helps keep good health and thats what is the central
idea of the existence of HDFC Life is!
The objective of all of these campaigns was aimed at the bigger picture; that being The Main
Event #StandUpOnTwitter.
While the core idea behind running this activity on Twitter was to activate the social media
universe and spread awareness about the main event which was held on 9th of January 2015;
HDFC Life gained brownie points by trending No.1 on Twitter.
Execution
Formerly HDFC Life ran the #StandUpOnTwitter contest in
the September of 2014 which was quite a success. So much
so that it came back with a sequel with Azeem Banatwalla,
Kunal Kamra and Karunesh Talwar.
Twitterverse went abuzz with #StandUpOnTwitter contest
that called for witty humour and quirky one liners from the
participants. The gratication for this Happy Go Lucky and
easy contest was vouchers for winners announced every 10
minutes.

to reach out to twitteratis at all points of time. Phase 1

called out for quirky lines which matched the expressions of
the comedians in spotlight.
The amazingly witty and quirky responses from the participants lead #StandUpOnTwitter to Trend No. 1 India Wide.

The contest was thoroughly planned and devised in multiple

phases to extract humorous responses from all the participants. The activity was carried out throughout the day to

The stage was set to reveal some more info about the live
Stand Up Act featuring these popular comedians. The Brand
leveraged the trending situation to release a video which
announced the date and time for the live streaming of
#StandUpOnTwitter.

34

The saga didnt end there, HDFC Life sustained the buzz and
trending position by running Insane Investments. With a
slightly different concept maintaining the same central idea
of humour, Insane Investments was arguably directly
related to the core proposition of the brand.

The phase 2 of the campaign included Twitter going all out

with their insane investments. Again, the users were
interacted with, in a smart way, by already using the hashtag
that was trending as against creating another hashtag all
together.
Through investments youve made in your life it reached out
encouraging its Social Media community of followers to
make the right choice while investing. But heres the fun
part. Through Insane investments it asked its followers to
tweet about any and every funny investment they may have
made in their life.
These dont necessarily have to be investments in the
financial markets, but just anything from something you
picked up in a jumble/garage sale to a batman pen drive at
comic con, or a T-shirt that says I dont like t-shirts with
quotes.

To keep the audience engaged to #StandUpOnTwitter and

bring the spotlight back to the comedians featuring in the
Stand Up Act, HDFC Life announced the final phase of the
Super Wednesday Campaign the most proven and trusted
social media phenomenon Selfie contest

Results
After dominating Twitter Trends at No. 1 for 4 hours, the
campaign was trending all day long. All of it riding on the
back of a strong community of followers and twitteratis
tweeting unstoppably.
Here, activating and nurturing the existing followers resulted
in a great amount of buzz which was leveraged to promote
the event in hand. A perfect example of how the use of only
followers lead to more followers to build to the end intention of the larger campaign.

35

Tata AIA breaking BFSI marketing norms

with #DaddyAurZooey
Brand name // Tata AIA

Agency // JWT

In an industry that is perceived as cold, Tata AIA Life ingeniously managed to warm our hearts.
#daddyaurzooey campaign took users through an emotional journey with a father and his son,
highlighting their dynamic relationship.
Objective
Daddy & Zooey told a unique story of a short father and his
son to remind us of a simple truth - we live for our loved
ones. And Life Insurance is all about 'making Good happen'
for them, no matter what.
Execution
Following the launch of television advertisements, Tata AIA
Life put up an extended digital video on their website.
The video released on YouTube on 19th January 2015 and
garnered over two million views in less than a week. The
video was also highlighted on the Tata AIA Lifes website.
Twitters clout furthered its popularity
Peoples emotions were reflected in the comments section
in YouTube and strong emotional strings were pulled
through solid delivery.
Results
The film successful y draws you in with emotion, and makes
you re-assess your life; which is exactly what it was meant
to do!
The ad tagline spells, making good happen. This is something we can all practice on a daily basis, by doing the
simplest of things. Play with a street puppy or kitten, offer
your delivery person a glass of water, give a small gift to a
street urchin. These are all ways in which society can be
part it making good happen.

36

All About Yous went all out with their

Womens Day initiative
Brand name // All About You

Agency // Everymedia

Three videos, three themes a video campaign to inspire women by All About You.

Objective
For womens day campaign, we decided to curate a series of
videos to celebrate women showcasing real-life stories to
establish a personal connect with the audience.
Execution
Three videos with different concepts were released in a
series, each video covering an important topic and pertinent
to women in the society.
The campaign was amplified with a contest with a
separate hashtag for each video. The videos were well
received in terms of interactions and was even featured
across various online portals.The campaign also helped
increase the
fan-base across all platforms, build brand awareness and
connect with our target audience.
Results
Sharing the video from Deepika Padukones Facebook handle
helped generate buzz about the campaign. The news was
covered across several online blogs and news portals like
IMBD, PopXo, Bollywood Hungama, iDiva, UrbanAsia, Social
Samosa, Adage India, and more.

39

#AllAboutYourStyle
Metrics

Numbers

TWEETS

480

Potential Reach

4million

#AllAboutMarriage
Metrics

Numbers

TWEETS

331

Potential Reach

956 Thousand

#AllAboutAspirations
Metrics

Numbers

TWEETS

207

Potential Reach

847 Thousand

The campaign showcased real people, which the audience could relate to and generated more conversations around the
brand. All About you touched the right cords with their Womens Day initiative.

40

How Deepkala Silk Heritage won over

20,000 organic fans within a week
Brand name // Deepkala Silk Heritage Agency // Ittisa
Deepkala Silk Heritage, a Gujarat based company opened their eCommerce site a year back.
With over 15 million customers across 175 countries, the company offers modern shoppers one
of the best and most effortless shopping experiences, globally.
Although a well-known brand, Deepkala Silk Heritages social media presence was quite weak.
Ittisa stepped in to help them develop a presence on platforms such as Facebook, Twitter,
Google+, Pinterest, and Instagram.
We launched the Define our Style contest for a week in September. The basic idea behind this
campaign was to understand what style and fashion meant to Deepkalas audience. Each day,
three outfits were displayed in a post and participants had to choose one outfit and write why it
accurately portrayed their individual style.
Posts were uploaded everyday across different social media channels including Facebook,
Twitter, Google+, Pinterest, and Instagram. Viewers were invited to post comments about their
personal style in terms of colours, design, tailoring, and fabric quality. Contestants were also
asked to use the hashtag #DefineyourStyle, across all channels while commenting and tagging
their friends and family.
Objective
The core objective of the campaign was to increase brand
awareness across India and not just in Gujarat and to
understand the needs of Deepkalas target audience in terms
of style and quality requirements.
Execution
The contest was strategically kept very simple so as to
increase participation and keep the conversation lively and
interesting. The possibility of winning was based on creativity and novelty as well as the amount of engagement
generated through likes, so there was no need to research or
put in a lot of effort. Participation was possible on impulse,
without planning.

would not lose momentum in participating. Because the

contest was run only for a week, there was a sense of
urgency in participation and interest was kept alive till the
very end.
Being transparent clearly has its own advantages since
participants could see that the entire process was fair to
everyone. All rules relating to the contest including the prize
and conditions attached were clearly mentioned.

Ittisa chose intricate and beautiful outfits from the Deepkala website to feature on the posts to draw viewer attention and keep it. Multiple options were given in each post
so that the entire collection could be showcased on social
media
The pace of the contest was kept very short so that people
41

Results
During the week long campaign, Deepkala Silk managed to gain more than 20,000 fans on Facebook from all over the world.
Post shares averaged 250 and post comments crossed 1000. The comments varied from fun and casual to insightful.
75% Social Media visitors went to the Website
Through contest entries and other comments, Deepkala was able to gain insights about what its customers look for while buying
clothes and how we should improve positioning for them. It also gave insights about what aspects of the clothes to highlight in
future communications. SEO and SEM related understanding also increased multifold.
Because the contest was run on multiple channels, Deepkala was able to attract the attention of a much larger audience. User
engagement also increased because winners were chosen on the basis their total engagement with the brand.
The campaign was able to surpass its objective in terms of reach and target audience across various countries. The number of
visitors to the website also skyrocketed within this period of one week. During the campaign and right after it, post reach
increased by almost 220% which led to almost 75% movement to the website. The social platforms of Deepkala Silk Heritage
started gaining organic likes, shares tweets, saving pins and comments.
With specific demographic targeting and promotion on the top social networks, Deepkala Silk Heritage was successful in
positioning the brand as an ethnic wear brand beyond par in the mindset of target customers. Many brands would stick to one or
two channels but here the success mantra was running the campaign on all their social media presence, although it performed
tremendously on Facebook.

42

#InstaShop by Tresmode
Brand name // Tresmode

Agency // White Rivers Digital

Tresmode, a brand synonymous with uber chic footwear is known for keeping up with the latest
trends as seen on the ramps in London, New York, Paris, and Milan. Tresmode has not only
created a presence across the country but also internationally and retails in cities such as
Mumbai, Delhi, Pune, Bangalore, and Chennai.
#InstaShop, the name speaks for itself. Instant shopping on a user-favourite app - Instagram.
For the first time ever, an entire shoe store was made visible to users on a social media platform.
8 categories of womens shoes with 70+ products were on display for our Instagram audience.
#InstaShop by Tresmode was planned keeping in mind users time spent on Instagram and their
engagement with Tresmode on this particular social media platform. This campaign gave
people a look at the latest Autumn Winter collection on the Instagram itself and also gave them
the choice and required information to purchase the product without getting off their phones
through a simple and quick process.
Objective
The objective of #InstaShop campaign by Tresmode was as
follows:
1 - To promote the Autumn /Winter 2015 collection to our
audience in an innovative and one of a kind campaign.
2 - Spread awareness about our WhatsApp to Order feature

Users were also given a process to follow to instantly buy

the shoes of their choice.

Execution
To showcase Tresmodes range of shoes, 8 accounts were
created for the 8 categories. Each Instagram account was
updated with 20+ products in that category with a product
number & a WhatsApp number where orders could be
placed.
Each category had 15 to 20 products from the new collection for users to browse through and take their pick from.
New products were updated onto the category Instagram
accounts as soon as they hit the offline and online stores.
Posts were updated on the main Tresmode handle, upon
which users could tap the image to select a category of their
choice to show from.
After selecting a category, users were taken to that particular account and presented with the latest range of shoes.

Results
The #InstaShop campaign ran for a period of 3 weeks and
received a positive response.
150+ enquiries were received on the WhatsApp contact
number
4000+ engagements on Instagram
The brands creative attempt managed to garner a lot of
buzz.
43

With #FeelLoveUseHateAdidas
strengthens its image as a sporting brand
Brand name // Adidas India

Agency // DDB Mudra

Global sports brand Adidas has been religiously involved with cricket and produced campaigns
supporting the sport in the past. With star cricketer Virat Kohli, being the face of their brand,
how could they miss another opportunity to glorify themselves on social media?

Objective
To showcase their involvement in the T-20 World Cup 2016,
Adidas built this campaign entirely around their brand
ambassador Virat Kohli to get the cricket and Kohli fans
engaged.
Execution
Hes loved and cursed for his game and has found his place
in heart of cricket fans through his grit, passion and skill for
his game. After they target the moment, Adidas produced an
aesthetically pleasing #FeelLoveUseHate around the cricket
season following the trend.
Kohli was the protagonist of this video which narrates and
preaches through him very abstractly about how love and
hate both can be used to reach our goals.
Giving immense significance to the visual aspect of the film
Adidas produced this film with visual graphics and multihues to make it shine on social media with
#FeelLoveUseHate
Results
Aiming to create engagement, the brand was showered with
a lot of love in return for its impressive attempt. They even
embellished their social media page talking entirely about
the campaign.
The campaign further banked on emojis by asking users to
express their reactions around the World Cup matches.
On YouTube the video garnered 1,616,896 views and
created immense engagement due to perfect timing of its
release.

44

CHANGING CONSUMERS
IN THE WORLD OF
SOCIAL MEDIA
Prabhakar Mundkur
Chief Mentor, HGS Interactive

Who would have imagined ten years ago that people would be checking their social media profiles, soon after waking up.
Even before they brush their teeth or sleepily make their way to the kitchen for their morning cuppa. But, such is the impact
of social media that it is changing our habits, behaviours, and with that our attitudes. The consumer psyche is now going
through a complete overhaul.
Social media is also affecting our lives in a variety of ways. While it would be impossible to enumerate all the things
it's changing, here are a few of the changes in which social media is affecting our lives.
Social Media and Shopping Behaviour
Take shopping habits for example, until a few years ago people largely went about their shopping needs in much the same
way as they did a few decades ago. In many ways social media has now replaced word of mouth. Word of mouth has now
moved from the water cooler areato social media. If I want to buy something, it is much easier to know other peoples
experiences of a brand before you take a decision to buy. So much so that most consumers share social media posts by
their friends influence purchasing decisions. It 's not just our friends posts by brands also influence a majority of
consumers. Just as mobile can make it easier to shop in store, specific social media platforms ha e helped consumers
expand their shopping cart.
Sociable Labs in an earlier study said social sharing has moved into "a mainstream activity" and noted that a majority of all
online shoppers are reading product-related comments from friends on Facebook, with most of these shoppers clicking
through to visit the retailers site (no Google search enters the process here). Further, social sharing drives conversions, with
53% of shoppers who click through to the retailers site buying the product that was shared. Social Proofing showing
friends activities on a website - significant y increases shopper confidence in buying on that website
Social Media and Interpersonal Communication
So, what happened to the world after mobile telephony and the Internet? Email, SMS, WhatsApp, and various other forms
of verbal communication or texting as the main medium seem to have threatened to take the human touch completely
away from one to one communication. You may argue that video is big, but I am talking about daily conversations of which
text forms a large part.
The arrival of the emoticon however, became our substitute for incorporating body language into text. You will notice that
most expressive people tend to use emoticons more than the less expressive people. So does the emoticon have the same
effect as a real smile? Apparently, yes.
A study at Australias Flinders University found that the pattern of brain activity triggered by looking at an emoticon is fairly
similar to when someone sees a real smiling human face. The like or the other buttons on Facebook, everything that we use
to make our communication richer is actually substituting body language in one way or another, in one to one communication where we use text as the main medium.
How Social Media has replaced Customer Service?
If you think Social Media is a way to build a brand or companys image for the Internet age you are mistaken. Often with
customer service failing to be in touch with their customers, has meant that the burden of looking after irate customers has
shifted to the Social Media team. This is because typically the dis-satisfied customer gets little or no attention when he has
a problem, and then the only recourse he has is to slash the company in question by exposing them on Social Media and
particularly Twitter.

45

Often the first point of contact that the customer has with the company is not the Customer Se vice Department but the
Social Media Team. The Social Media team is then forced to be the coordination point with other departments in the
company, which include marketing, customer service, finance and others until the customer is satisfied
Social Media and Romance
You discover while prying on Facebook that your partner has just commented on a few of her exs photos and the ex has
commented back a few times. Are they still flirting? Hope it is nothing more than just Facebook. You cant help feeling
jealous, but how do you bring this up. After all, you dont want your partner to know that you have been secretly checking
her Facebook page. You try to be a little stiff when you arrive home, but you are trying hard not to show that you may
appear jealous or insecure.
Spying on your partners profile is known as Interpersonal Electronic Surveillance. If you are worried about how offensive
that term sounds dont worry. Its not as pathological as spying on your partner in the real world and following him to office
where he is having lunch with his female colleague. The top reasons people say they use Facebook is to keep in touch with
people and of course monitor people and often enough their partners.
Social media is playing an increasingly important role in romantic relationships. City lives are quite disruptive and stressed
out, but getting into twitter fights may not real y serve the purpose for a good romantic relationship. One research study
found that Twitter use was associated with increased Twitter-related conflict and in turn led to infidelity, breakup and
divorce. But it is difficult to know if the twitter conflict is a result of the relationship going sour and then resulting in witter
Conflict or is it vice versa? In other words, this is a classic chicken and egg problem.
In Conclusion
It is difficult to belie e that only a decade ago, social media was just a budding trend. Today, most people are spending
almost every waking hour connected to social media and it has changed both our personal lives and the future of every
business. In every era, cultures go through numerous changes and in recent years ours has been more impacted than
anything else by social media. If used effectively it can give us a greater choice in how we live and how we work and what
happens to our world.

46

Love The Change - Camlin Plays With

Googles Doodle
Brand name // Kokuyo Camlin Agency // Big I Tuna
Googles Doodles are one of the most popular and iconic features on the internet. Whenever a
doodle is released, social media is abuzz with conversations about it. So, when Google
announced its new logo with a doodle using crayons, we realised that it was the perfect
opportunity for well known stationery brand Kokuyo Camlin to respond in line with its core
brand proposition Lets Have Fun.

Objective
To use the real time marketing opportunity to create delight
for consumers while riding on the massive social buzz
created by the launch of Googles new logo and establishing
a direct product connect.
Execution
To welcome the logo change and highlight the product
connect with the crayon-drawn Google doodle, we created a
micro-video response to Google using similar graphics. The
message that was communicated by Kokuyo Camlin was
'Love the Change'. The video closed with a direct product
connect, with the message, 'If its Crayons, its Camlin.'
@Kokuyo_Camlin shared the video with @Google on Twitter
less than 24 hrs after the new Google logo was unveiled.
To welcome the logo change and highlight the product
connect with the crayon-drawn Google doodle, we created a
micro video with a 'Love The Change' response using similar
graphics. The video showed a Camlin wax crayon drawing
the word CRAYONS and the video closed with a message
that clearly established the product connect, 'If its Crayons,
its Camlin'. @Kokuyo_Camlin shared the video with
@Google on Twitter less than 24 hrs after the new Google
logo was unveiled.

Immediately after that we submitted tips about the video

response to various leading advertising news portals.
We also assigned two advertising portals to publish paid
posts on the campaign. As soon as the stories were out, we
took to Twitter, the king of real time social media marketing
to start seeding links to the articles.
Results
The Camlin Love the Change video delighted the audience
who commented on the brands speed of execution and their
love for brand Kokuyo Camlin. The video has been viewed
over 98,980 times on Facebook. The PR stunt was covered
by important advertising portals.
News excerpt:
While the buzz on Googles new logo will wear off,
Kokuyo Camlins timely video will stay with its art
loving community
Newsjacking using social media has been time-proven as an
extremely effective way for brands to get their message out
there much quicker than any other medium. The reaction to
Kokuyo Camlins stunt is proof enough!
48

Godrej Expert Hair Colours My First Hero

Brand name // Godrej Expert

Agency // Chimp&z Inc

Godrej Expert is a brand that has always celebrated the youthful spirit within, regardless of
ones age and hair plays a significant role in not just making one look young but also, feel young
and the brands job is to keep hair looking youthful.
Over the years, Godrej Expert has been the trusted brand of choice for Indians from ages 35 and
up to cover the greys.
Objective
As market leaders in a highly competitive category, it was
important to not just maintain the brands current position,
but to also become an endearing brand. While the product
delivered impeccable hair colouring, the category itself is
highly functional. The brand wanted to rise above the
functionality and create an emotional connect with the
audiences.
A large section of the target audience in the 35-55 age group,
were fathers and what better occasion than Fathers Day for
the brand to pay a special tribute to them? The central idea
behind the campaign was Fathers are our first heroes and
heroes never age.
Godrej Expert created a digital film to mark the occasion that
showcased the bond between a father and his child.
There were two key issues the campaign hoped to address being an age-old grey-coverage brand; Godrej Expert had
little connect with the youth. While they werent the brands
immediate TG, they were important influencers for the TG
and so it was imperative that the younger generation saw the
brand in a positive light.
Furthermore, the youth today formed the largest part of the
population. And thus, they would become the brands target
audience sooner or later.
Execution
The objective was to leverage the brands primary target
audience fathers; thereby, helping the brand build an

49

emotional connect with the youth.

For the message to be meaningful to the fathers, we
targeted their children, who are digitally savvy. Hence, to
create an emotional message, shareable with parents, we
created a WhatsApp integrated Microsite to enable users
to share the video with their fathers along with a personalized message at the push of a button. In addition, as a part
of social media strategy, snippets from the video were
developed and shared across the brands social media
profiles
Results
The campaign went viral, reaching far and wide and eliciting
responses from audiences all over the country.
The site received around 10,939 visits and averaged
84.14% new sessions during the campaign.
The total view count stands at 1030000+ views, with an
organic view rate of 8.75%. 293 subscribers gained during
the campaign
Total view count stands at 430000+, with an organic view
rate of 16% increase in page likes during the campaign and
6000+ Overall Campaign Reach on Facebook: 1.3 MN+.
#MyFirstHero trended on the 2nd and 3rd spot for 4 hours
on 19th June, 2015 with over 9000 tweets.
220 followers gained during the campaign.
The campaign received many heart-warming entries from
users across India and felt the love from the neighbouring
countries like Pakistan and Nepal as they participated and
dedicated messages to their dads too.
#MyFirstHero created a nationwide impact on the occasion
of Fathers Day amidst other brands activating digital
campaigns simultaneously.
Adage India, Best Media Info, AFAQs, and many other
content platforms covered the campaign. An article covering
the digital film on Indiatimes received over 28000 shares.
Digitally, the campaign received positive recognition on this
occasion and stood out amidst the clutter of other brand,
with a very simple & straightforward message. The film
struck an emotional connect with users by showcasing their
childhood memories and by engaging with the audience
across social media platforms; we were able to get our
message across beyond the digital world.

We owned the #MyFirstHero hashtag with countless

consumers using it to pay a tribute to their fathers.
A new milestone was set!
All in all, #MyFirstHeroundoubtedlymade the day of all
fathers far and wide.

While an occasion like Fathers Day is relevant for all hair

colour brands, only Godrej Expert managed to capitalize on it
and create a memorable brand moment unlike any of our
competitors.

50

Protinex (Dub)smashing their way

through social media
Brand name // Protinex

Agency // Gozoop

Protinex took the fun route with Dubsmash to educate their TG about the importance of protein
in their diet while creating a recall for the brand.

Objectives
Our primary objective was to create awareness about
protein deficiency and engage our G to create a brand
recall for the Protinex. As per our research the diet of 80%
of Indians is protein deficient. Hence, our main objective was
to reach out to a larger set of audience and highlight the
benefits of protein.
We wanted to utilize the most popular technology
(mobile app) and customize the content to promote our
product.
Execution
Consumption of protein supplement has its own connotation
in India. People have a lot of preconceived notions about
protein supplements. The biggest challenge was to change
the user perceptive without being preachy or boring. We had
to educate them about the benefits of protein without
making it informative and simultaneously, introduce an
unconventional way to engage users.
We leveraged the newest and most talked about app during
the activity. Dubsmash, a video messaging app that had
already attained 1.5 crores+ downloads at that time. Back
then, Dubsmash was the latest trend among youth and not
many brands had explored Dubsmash for promotion. Early
players in the industry had used their existing jingles to
engage with their TG. However, creating a customized
jingle to promote a campaign had never been done before.
Protinex was the first b and in India to use the most iconic
Bollywood dialogues and customize them for a brand. The
dialogues were tweaked in a manner to highlight the
benefits of Protinex. Due to the popularity of these iconic
dialogues we managed to reach a large number of our TG.
At the same time it helped us communicate that Protinex
was the best source of protein. We promoted the activity

through various social media platforms (Twitter, Facebook,

and YouTube) in order to ensure maximum and effective
reach.
The entire campaign was spread over three stages:
Stage 1 The Build-up
We promoted various posts conveying the message that
Protinex is the best source of protein. This ensured maximum reach on the brand page, post which we launched
the introductory post about the challenge.
Stage 2 Launch
The introductory post focused on explaining the challenge as
well as highlighting the rewards that the participants stand
to win post completing the challenge. Following this, a few
more posts were activated in order to explain the challenge
further& the operation of the Dubsmash application in detail
with the aim of keeping the fans interested &updated.
All fans had to do, was to open the Dubsmash application &
choose their favorite audio from the variety of protein
related audios already uploaded by Protinex. Following this,
fans had to create a video message using the preferred clip
& upload the same using #RUProteinDecient on the brand
page in order to be eligible to win the challenge.
Stage 3 - Sustenance
In order to encourage more & more fans to participate, we
kept releasing reminder updates on the brand page that
highlighted the rewards as well as the instructions of the
challenge. These posts infused a large number of users to go
ahead and upload their videos on the page.
Simultaneously, we promoted content that conveyed the
message of Protinex being the best source of protein. Owing
51

to the post promotions combined with the TVC that was already airing on television, the Dubsmash challenge clicked with the
audience.
The activity was promoted on Facebook, Twitter, YouTube, and Google with the help of challenge posts & reminder updates.
We did not just stop here. We also promoted selected entries from the ones that we had already received for the challenge. This
generated interest in a large number of people & drove them to participate in the challenge thereby keeping them tuned on the
brand page.
With the help of the video content, we effectively delivered a message which re-emphasized the importance of
consuming Protinex, ultimately highlighting the benefits of the brand.
Results
During the campaign, we generated lot of conversations and the engagement rate was at its peak. We received an overwhelming response on Dubsmash entries. As we spoke about benefits of protein and protein deficiency it generated lot of queries
about Protinex on social media. Not just that, we also saw a substantial hike in sales of Protinex.
Facebook
Total Reach: 38.59 lacs
Rise in Fans: 109%
Rise in engagement rate: +11%
Twitter
Rise in followers: 161%
Impressions: 30+ million (Trended 5 times)
Rise in engagement rate: +5.3%
Tweets 7800+
Reach 3.7+ million

52

Engage leveraged Valentines Day to

engage with couples
Brand name // Engage

Agency // iProspect

ITCs 'Engage' is one of Indias first couple deodorants. It marks the Personal Care Business
foray into deodorants with an exclusive brand. This new range of Deo Sprays for men and
women provides 24 hour freshness and has been crafted to enhance their personal grooming
and confidence. It offers pairs of captivating, fresh, and irresistible international fragrances
for men and woman. Engage was positioned as a brand symbolising playful chemistry, having
a unisex appeal.
After brainstorming and coming up with various solutions we
had our own Eureka! moment. What better way to create
recall than to get couples to Engage with each other and the
brand in and around Valentines Day?
We then collaborated with Google and came up with a tool
to let couples send each other love notes in an Engage deo
spray bottle.

Objective
The product had already created brand awareness, but
somewhere in the already cluttered deodorant market, the
product was losing out on brand recall. We wanted to
proposition it as a unisex couples product, targeted specifi
cally at the new millennial population of couples with new
age likes and the want to be vocal on the social medium.
Using a tight set budget, we had to rope in our Target
Audience and create an exclusive space in their minds about
our product. We had to ascertain that Engage was the brand
that came to mind when they thought of customisable
gifting on Valentines Day.
Execution
Research showed that couples consumed and searched for
couple based content specifically around one day every year
Valentines Day!

We bid on words like Valentines Day messages, Love

Shaayaris, Romantic Date Ideas, etc. to increase visibility.
Once the consumers got to the landing page, they were
asked to choose who they wanted to engage with, they could
then share a perfumed message in a bottle with.
A personalised video with the message was then sent to
their better halves. We created an immersive personal
experience on the digital medium by bringing the brand story
to life seamlessly across all devices, using creative visuals,
and videos. We also gave users the option to buy the deo
bottle after sending the love note.
Results
With couples sending personalised love messages to each
other, our hard work paid off phenomenally.
#EngageLoveNotes trended no.1 on twitter on Valentines
Day.
Engage deo beat Coke, Prem Ratan Dhan Paayo, and
Flipkart on Google trends, which were also running
Valentines Day campaigns.
There was a whopping 54 percent increase in brand
searches. In the end, the fruits of our labour proved to be
exceptionally sweet!
53

NIVEA MEN nips the problem in the bud

with #BanBodyOdour
Brand name // NIVEA

Agency // DigitasLBi

The deodorant category in India is heavily fragrance driven and all category communication
focuses around the singular property of a strong fragrance with the promise of romance. However, the category has neglected the real problem, killing body odour at the source instead of
masking it. NIVEA MEN Body Deodorizer did just that, and it was our task to create awareness
and demand for the product through digital platforms.
Objective
How does one create relevance and social currency for a
rational proposition like body odour, without triggering
peoples defense mechanism?
We looked at a fundamental behavioural insight that could
be relatable yet talked about. We asked ourselves, what if
people have changed the way they greet each other due to
bad body odour? The strategy was to create awareness
around the actual problem by shining a light onto the social
consequences of masking and not solving.
Execution
The idea was simple - bring back the good old Bear Hug and
#BanBodyOdour through humorous storytelling via a twist
on historical human behaviour and the development of
distant gestures like handshakes and high fives.
We created a film which focused on how these distant
gestures came into existence back in the day with Adam and
Eve and carried forward to present day with developments
like Facebook and Snapchat i.e., anti-social social platforms
devised by people who wanted to avoid someone with body
odour.
The story began with the launch of the branded film
YouTube, supported by social engagements on Twitter,
Facebook, and even Vine. We ensured that the distribution of
the content was strong enough to maximise reach through a
mix of paid, owned, and earned media. The video was hosted
on both YouTube and Facebook, promoted via branded
content and influencers - by the likes of Jose and Vir Das,
and final y amplified through tactical activations around
World Hugging Day.
54

Results
The lm garnered over 5million video views, which resulted in 98,000+ people engaging with the campaign creating over 8.3 MN
impressions resulting in successful awareness and TOM recall for the brand.
Inuencers were so amused by our concept that they too participated in the fun by sharing their experiences with Bad Body Odour.
The digital lms performance on digital was so good that the lm was eventually promoted on television as well.
NIVEA MEN #BanBodyOdour was a breath of fresh air in the men's deodorant category that usually banks on sex appeal to sell
products.

55

Kwik Kwik Fevikwik Boat Race The first ever audio powered Onam Boat Race
Brand name // Fevikwik

Agency // BCWebWise

Fevikwik is one of Indias fastest growing and leading adhesive brands - often known as a one
drop instant adhesive.
In order to underpin its stronghold on the South market, a TVC was released on the occasion of
Onam, and it showcased the iconic boat race that was accompanied by a catchy Fevikwik Kwik
Kwik jingle a twist on the traditional songs sung during the boat race event.
Fevikwik decided to target the South Indian market as the infiltration of other brands was high
there. The performance of adhesives in the South market is very good, and thus it serves as an
important market for Fevikwik in terms of testing newer products and strategies.
Objectives
There were quite a few challenges that Fevikwik faced in
South India.
The South Indian instant adhesive market is a highly
competitive one. Fevikwik faced stiff competition from
brands like Loctite and Araldite. There was a generic
demand for super glue and not Fevikwik specifically.
Retailers used to hand out brands that had a stronger sales
push with better incentives from the manufacturers.
Fevikwik did not have top-of-the-mind recall, and wasnt in
the consumer consideration list.
The objectives were to overcome the aforementioned
challenges and make Fevikwik a household name, and get it
into the consideration list of consumers. Also, to create top
of the mind recall for the brand and using pull strategy to
draw the audience to the brand and become a part of
something that is closely knit in the culture of Kerala.
Nothing sticks in our minds more than songs and jingles; for
example, as kids, one of the first things we learnt was the
alphabet, which was taught through rhythms and rhymes.

Execution
Onam is the official state festival of kerala and is celebrated
with great aplomb down south. The festival falls during the
Malayalam month of Chingam, and marks the commemoration of Vishnu, and the subsequent homecoming of the
mythical king Mahabali.
Fevikwik decided to capitalise on the popularity of Onam in
Kerala. We identified one of the most popular parts of this
festival the boat race, or Vallamkali, as it is referred to in
Malayalam. In this race, about 100 oarsmen row huge,
magnificent snake boats through the backwaters of kerala,
and attract thousands of people from every nook and corner
of the state.
While participating in these boat races, an important
tradition is singing Onam songs. Fevikwik decided to marry
the insight to a topical event and this was done by creating
a Fevikwik themed Onam song.
Fevikwik inducted this campaign online, and created the first
ever audio powered Onam Boat Race the Fevikwik Kwik
Kwik Boat Race. The race involved the user listening to the

56

Fevikwik Onam song, and singing it out loud in order to power the boat. The song was no ordinary one, and was riddled with
tongue twisters to make it tricky for the users.
Users had to nish the race in less than 20 seconds to be eligible for the prize an iPad. The faster you sang, the faster the boat
would go.
We led the people to the Kwik Kwik Fevikwik Boat Race microsite via posts and tweets on Facebook and Twitter. Banner ads on
GDN and Facebook were also run.

Results
The fun game was very well received by the audience, and it got them singing about Fevikwik on the occasion of Onam.
The campaign received 15.49 million impressions and delivered 147,782 clicks.
Display Adnetwork and Facebook performed exceptionally well and helped improve the overall Conversion ratio of the plan.
The microsite received 18,192 visits from the media campaign, 14,749 registrations and 4771 completed entries were received
through promoted media.
A total of 4465 registrations and 2261 completed entries organically were received.
Moreover, it gave the people a chance to celebrate and enjoy the experience of the Onam Boat Race digitally a first in the
country. It also led to healthy competition among people across the state. Knowingly or unknowingly, Fevikwik became a
household name in the state of Kerala.

57

#ItAllStarts truly inspiring tale by Nescaf

Brand name // Nescaf

Agency // McCann Erickson

The brand brought to us two inspirational, uncomplicated anecdotes wrapped with exclusivity
and filled with emotions; first about a stammering comedian back in 2014 and a jobles
cartoonist in 2015.

Objective
With the mounting pressure on youth in todays society, Nescaf took it upon itself to motivate the millennial, just with a cup of
coffee.
Execution
Revolving the entire idea around So grab your mug of coffee and keep going the brand produced a video in the social sphere
about a cartoonists dedication, who then with help from social media proves that if the newspaper can work without cartoons
then his cartoons dont need the newspaper either.
The coffee brand aims at encouraging the youth to continue dreaming and to keep looking for a way to fulfill them without
depicting only one profession. With a subtle push across Nescafs social media pages, the video managed to attain a virality
element. #ItAllStarts is a classic example of good content speaks for itself.
Results
Having a clear edge through their relatable content, the brand manages to create a strong hold on social media resonating with
the mentality of the current generation. The video on YouTube till date received 6,799,753 views. On Facebook, it received 8k
shares, 815k views and was liked by over 66k users.

58

When Nestle said they are #100andRunning

Brand name // Nestle

Agency // SapientNitro

Nestle, one of the leading manufacturer of food products, intended to celebrate their centenary
year and at the same time urged consumers to participate in the Delhi Half Marathon.

Objective
Nestles had taken a beating due to the controversy
surrounding Maggi and subsequent re-introduction of the
product coinciding with the brands centenary year, they
wished to highlight their determination over the years and
the years to come.
Execution
A short video was formulated collaborating with Indian born
British Sikh, Fauja Singh, who holds a number of records for
being the oldest marathon runner. Equating their dedication
with that of Fauja Singh, complemented Nestles message
that they are #100andRunning.
The video was posted on social media with the hashtag,
#100andRunning intended to resonate with the consumers
drawing on Fauja Singhs goodwill as a celebrity and his
determination as a hardworking athlete despite his advanced
age.
Results
The campaign garnered a great response on social media
with the video achieving 30k likes and an incredible 9k
shares on Facebook.

59

Oreo showed India its funky side

with #DoodleIt
Brand name // Oreo

Agency // Interface Communications

After having created a big buzz on the global map, peoples favourite cookie, Oreo, took their
latest campaign #PlaywithOreo to an all new level across cities in India.
Objective
The brand was on a mission to stir imagination and play, not
only with the cookie itself, but in consumers' everyday lives.

Results
The cookie brand has always managed to push their outline
when it comes to creating thrilling campaigns.

Execution
After pushing out quirky and fun ads from #PlayWithOreo
campaign, the brand was all set to paint Mumbai, Delhi, and
Bangalore in endless colors. Oreo brought in some arty
graffiti artists in their respective cities to create wall art
inspired from #PlayWithOreo theme. The campaign prepared
their viewers for the brands liveliness of Dunk, Lick, Dip,
Roll, Stack, and Paint, uniquely integrating the cookie into
the world of art.

#PlayWithOreo was yet another step in that direction,

allowing people to doodle their heart out and showcase their
creativity and build connect with the brand.

The artists that who participated in the campaign were

Yantr, Harshvardhan Kadam of InkBrushMe and Ranjit
Dahiya of Bollywood Ar Project in Mumbai and Sharwari
Tilloo, Vivek Chokalingam and Athreya Chidambi in Bangalore.

Through this campaign the brand interacted and created a

connection with their audience by building interactions
through creativity.
The brand added over a lakh fans on Facebook and 950
followers on Twitter post the campaign.
The campaign was oozing with imagination as people threw
in their best doodles on the social platforms, building
#PlayWithOreo, thus making it a hit in the digital medium.

Taking brainwave from the idea of Oreo graffiti, the

#PlayWithOreo campaign also took up social media to
showcase its amazing designs, further extending into the
second phase of the campaign called #DoodleIt.
The #DoodleIt activity aimed to encourage folks across the
social-verse to create interesting doodle art around the Oreo
cookie and win prizes by posting their artwork on Facebook,
Twitter, Pinterest, YouTube, and Instagram.
The brand created a microsite playwithoreo.com to shelter
all the artwork which was a global platform for Oreo fans to
connect and share their admiration for their cookie.

60

Fortune Mother Exchange Content

marketing done right
Brand name // Fortune Agency // Ogilvy & Mather
When away from home, the most vivid memory is of the freshly ground masalas and boiling dal
from the kitchen. That longing for home cooked food transformed into a tangible emotion
through digital storytelling Fortune cooks up GharKaKhana magic again.
Objective
Fortune commenced its GharKaKhana legacy on social
media when the digital video commercials trend began
shaping up. Since then the brand has maintained a regular
supply of quality content. With this video Fortune carried the
legacy further while leveraging Mothers Day.
Executive
A dadi who wouldnt give up on feeding his ailing grandson
some home cooked dal the four minute long digital ad film
was far from boring.
While the previous ad film took storytelling to an all new
level, Fortune came back this Mothers Day with a twist in
technique. Narrating real life experiences through its Mother
Exchange programme, Fortune subtly makes you a part of
the conversation.

The video garnered instant popularity across social networking sites. Official page of the b and used
#FortuneMotherExchange to create further engagement.
Additionally, Fortune promoted Mother Exchange through its
official AP site, allowing mothers to sign up and leverage
the initiative.
Results
Connecting the pining for home cooked food into a thought
provoking piece of communication worked extremely well for
the brand. The video received 415,083 views on YouTube.
Mother Exchange was content marketing done right by
Fortune.

Conceptualised by Ogilvy & Mather, Fortune announced its

initiative through the launch of a video, narrating a tale of
two mothers who contact each other through the Mother
Exchange programme to make sure that their sons get
home cooked food.
Timing the release of the video with Mothers Day, the
campaign follows a strategic content marketing route.
Fortune banked on influencer marketing, with leading
content creators such as The Logical Indian and Kulzy
speaking about the Mother Exchange video.

61

Durex India introduced #D20 on

social media with smirks
Brand name // Durex

Agency // iContract

No, we are not talking about dungeons and dragons; Durex gave #D20 an all new perspective
during the cricket season.

Objective
Since India played host during the T20 World Cup, Durex
India seized the opportunity and didnt let moment marketing get out of hands with their #D20 creative posts that
earned chucklesome reactions on digital platforms.
Execution
Ahead of the game, like always Durex India played smart
and rolled out a set of images looping around their brand to
get the audiences attention. The campaign stumped the
netizens and set an example for other brands to follow
with not just a pinch but a completely different flavour of
wittiness.

Results
The veteran condom brand focussed on making sex a
non-taboo topic in India through its social campaigns.
The quirky puns resulted in users participating
generously, creating a lot of engagement around the
campaign.
Also, the raunchy tone helped #D20 stand apart from the
sea of cricket oriented campaigns across social media
amidst all the clutter.
The T-20 campaign managed to bank on the cricket fervor
while retaining their brand voice and strategy across social
channels.

After covering social media with emojis in November and

#DurexLoveBox for Valentines Day, the brand unwrapped
#D20 campaign a little late with satire.
From Going down the pitch, Bouncers to Leg Glance
#D20 proved to be banging across social media platforms.
The campaign targeted the naughty kids of social media
during the ICC Twenty20 era and a reason to celebrate the
same.
Durex literally owns the sarcastic pun-oriented content
trend on social media. The brand has always managed to
convey a message without using words that would be
downright rejected on social media platforms. For instance,
words like dating and sex tend to not get approved on
Facebook as boost ads and this Durex campaign too avoided
them all.

62

Havmor shares happiness with

#GoodnessTheWorldDeserves
Brand name // Havmor

Agency // Prodigitz

Objective
As Havmor was about to launch their first-ever TVC and a
new brand campaign with the tag-line, Goodness the world
deserves, our objective was to promote and spread awareness about it on the digital front.
Strategy
Taking forward the entire umbrella thought of
#GoodnessTheWorldDeserves, we wanted to create a
platform, where people could come and engage. Showing
your gratitude for a good deed is something that has been
lost in time, in this fast paced world. We wanted people to
take the opportunity to take time out to appreciate things
around them. From this came the idea of an old customary
thing of sending well wishes and thank you cards. A
platform/microsite which highlighted different aspects of
daily life with a nice message was created. Here people
could come and show their gratitude by
#SharingTheGoodness.
A series of different activations were carried out to bring the
campaign to life on digital medium. There were various short
GIFs / videos created to emphasize on different situations
and how by a simple gesture you can bring a smile to
someones face. Then the TVC was rolled out so that the
crowd can create an affinity towards it. Similarly, there was
an activation on Twitter asking users to
#SpreadTheGoodness, where we urged people to tweet any
goodness deed they have done. An Instagram campaign was
built on #CaptureTheGoodness and share it with us. Each of
this saw a tremendous response.
We segregated our strategy for the launch campaign into 3
phases - Pre-launch, Launch and Sustenance.

63

Pre-Launch
We launched our #GoodnessTheWorldDeserve campaign by
creating anticipation/teaser amongst our users by sharing
incomplete stories in GIFs and video format from 25th
March on Facebook. We achieved the reach of 8,88,428 and
the total of likes, comments, views, and shares was 2,22,711.
Launch
After creating anticipation amongst our fans, we launched
our full length digital movie on Facebook on 29th March and
other various edits were promoted on Twitter and Instagram. The video got over a Million views and reach of
27,56,535 in the launch phase.
As we launched our digital movie, we started posting the
complete stories in terms of videos and still images, we
received the reach of 10,74,240 and interaction of 10,567.
To keep up the interaction rate, we asked our users to share
their good deeds with us on Facebook, Twitter, and Instagram; we selected random goodness deeds and gratified
them.

Contest Statistics
Platform

Reach

Interaction (Like, comments

& Shares)

Participants

Facebook

1,98,56,663

97,281

1,200

Twitter

3,01,714

21,112

2,923

Instagram

2,02,882

45,536

379

To continue the campaign of Goodness The World Deserve

and make it more interactive, we started posting about
#GoodnessIs and these 14 posts received the reach of
12,89,423 and interaction of 2,83,754
We trended on Twitter for 6 hours and 20 minutes, our
#SpreadTheGoodness reached 6,21,609 timelines
Results
After launching the first TVC successfully, we launched
our 2nd full length digital movie on Facebook.
The video has currently received 2.2 million+ views and
reach of 59,46,783.
We created a responsive microsite, where our users could
select one situation and dedicate the card to their loved
ones. The total number of cards shared is 3000+.
This time we hit the trending charts with a bigger bang. We
not only trended at different positions in India for 4 hours
with whooping 1,100+ users sharing the greeting cards and
achieving the reach of 2,79,908.

64

Winter Has Arrived at Caf Coffee Day

Brand name // Caf Coffee Day

Agency // Ripple Links

Caf Coffee Day introduced four cooling beverages with the promise that winter would arrive
with just one sip.
Objective
Caf Coffee Day wanted to build awareness around these beverages
and create buzz on their association with winter.
Execution
To achieve their objective Ripple Links executed an influencer
driven social campaign on Instagram, Facebook, and Twitter where
51 Influencers created 171 posts in two days across channels.
In each post, the influencer posted a picture of themselves with a
thought bubble expressing their wintery thoughts. Each influencer
experienced all four beverages, and tagged the next influencer
encouraging them to catch the chill at Caf Coffee Day.
This increased the virality and engagement of the campaign. It
created a first of its kind social chain across three channels
Results
In just 2 days, Ripple Links created the largest influencer chain on
social media with:
Total No. of Inuencer 51
Total Followers 1,443,101
Total Reach 2,684,844
Total Impression 6,244,606
Total Engagement- 9,802
The viral and visual storytelling style of the campaign captured the
attention of the brand's target audience.

67

MooShake created brand awareness

with smart social media nexus
Brand name // MooShake Agency // Merry Men
Mooshake is the worlds first milkshake with curcumin (haldi). It combines the taste of milk
with the goodness of haldi, so that kids can enjoy a yummy treat while Moms love the fact that
its actually healthy for their kids.

Objective
The objective of the campaign was to launch Mooshake
using social media for the people of Bangalore and to make
sure that Mooshake stands out as the worlds first milkshake
with curcumin (haldi) while creating buzz and brand awareness among the target audience.
Execution
We kick-started things on the Facebook page with teaser
posts about a mysterious sooper hero that was coming to
town. @SooperMooSays, the official handle of the Soope Moo brand, started reaching out to influencers and witteratatti in Bangalore with personalised, quirky and fun tweets.
On the day of the launch, a video was shared on the brands
social media channels. The video captured the secret
ingredient that turned the ordinary Moo into SooperMoo. The
cover photo and other brand imagery revealed the identity of
the caped sooperhero as well.
Results
The campaign achieved a lot of Social Media success.
#MooShake and #MilkJustGotSooper were among the top
10 trending hashtags of Bangalore during the first 3 days of
the launch. The teaser and reveal video racked up over 23k
views on YouTube alone. The teaser and brand reveal posts
generated over 9k page likes on Facebook in a week.
The brisk offtake from the shelves was proof that social
media along with offline was instrumental in getting
MooShake off to the perfect start.

68

Sipahh building brand advocates

through social media
Brand name // Sipahh

Agency // Prodigitz

Sipahh is a revolutionary straw that makes milk a fun and tasty experience. This innovative
product plays with the elements of excitement, curiosity and health among kids.

Objective
Sipahh wanted to introduce the concept of Milk Flavoring
Straws in the MFD category. Their key objectives were to
create a habit transformation along with creation of strong
brand awareness.
The brand identified a key insight that today s parents are
well-informed and aware of all aspects of their childs health
and nutrition. They are not easily influenced by the know edge that brands provide. They use the power of being
connected to ensure that their child gets the very best when
it comes to everything, especially their nutrition quotient.
They heavily depend upon well know nutritionists and
influencial heads to decide on their kid s diets.
As compared to other milk flavoring products, Sipahh is
quite unique, so we decided to capitalize on this phenomenon. After a research we identified and tied up with
socially influencial parents and nutritionists.
The focus was to identify and stress on factors that makes
Sipahh not only fun but also healthy.
The approach for the overall social media presence was to
create true brand advocates that would become the alpha
influencers and promote the b and across their peers. This
would add a huge credibility to the brand.

69

Execution
There were moms and other nutritionists identified from
various key markets and a Sipahh box was sent to them.
Once these influencers tried and tested Sipahh and
developed a genuine affiliation with the product and the b
and they started speaking about it on various social
media platforms such as Twitter, Facebook, and
WhatsApp.
Sipahh was also featured on many Parenting Blogs,
highlighting factors such as:

There was a TweetChat hosted by a renowned nutritionist,

Nandita Iyer, who spoke about the importance of milk in a
child's growth. She also spoke about various ways to make
milk more enjoyable for kids.

1.It can be used in milk and milk substitutes; namely soy

milk, almond milk and even yogurt.
2.It has no artificial colours and flavours; and no preservatives.
3.It keeps the wholesome goodness and nutritious value of
milk intact.
4.It contains less than half a teaspoon of sugar per straw.
5.It is individually packed, making it convenient to carry
around.

Knowledge about Sipahh also passed from person-to-person

through word-of-mouth marketing.

Results
This native advertising activity helped us propagate trials
and enquiries. The social media platforms for Sipahh saw an
increase in interaction and an overall organic growth,
building string engaged communities.

Regular enquiries about the product, which lead to online

sales on Amazon and Big Basket where they are listed.

Developing real brand advocates is the key route adapted for

the brand. Even when it came to the on-ground events like
Upper Crust, Krackerjack Karnival across various cities
where Sipahh participated; the brand with invited moms with
their kids to hang out at the (milk) bar for a cool date.

70

Kurkures agile social nexus with #WhySoSweet

Brand name // Kurkure Agency // The Glitch
Festival gifting is valued at $7.5 billion in India; with #WhySoSweet, Kurkure was
seen revolutionizing the industry by bringing a shift from customary sweets and utilities to
a fun chatpatta snack that can be enjoyed anytime.

Objective
With #WhySoSweet, Kurure took a dig on how pretentious
we tend to get with our own loved ones and family. It
further inculcates Kurkures brand philosophy of getting a
little naughty and adding a chatpatta punk to the festivities
that eventually leads to building the most memorable
moments of life.

created from the website. To keep the social quotient up,

Kurkure has been actively engaging in the #WhySoSweet
with its audience. In addition to pushing Indian festivities
through the chatpata greetings, the snack brand has
been leveraging ongoing trends. For instance, it created a
#WhySoSweet meme acknowledging Neil Nitin Mukeshs
entry in Game of Thrones.

Execution
A quick research by the Kurkure team revealed that most
greetings, cards, invites and wishes conversed in a very
clichd manner. To add a twist to it, Kurkure created its own
greetings which are fun, edgy and etch a smile on the gifter
and receivers faces.

It also created Halloween posts to leverage the spooky

trend.

The theme of these greetings were funny characters in the

form of caricatures that would break the clutter of clichd
greetings and make #WhySoSweet greetings stand out and
look fun and chatpatta at the same time.
The brand upped its digital spends twice as compared to last
year to create an agile social front for the campaign.
To create social engagement around #WhySoSweet, Kurkure
created various characters like the laddu feeder, the nosy
aunty, the perpetual compliment showering Bhabhi and all
such over sweet people who come out of the blue during
festivals.
Kurkure further focussed on various situations and phrases
that people say but dont mean during festivals like please
have dinner, thodi der aur ruk jaate. A microsite was created,
wherein users can create customised #WhySoSweet
greetings for every occasion. Over 30k greetings had been

Kurkure has also been active on Instagram to reach out to

its audience from all ends.
Results
With a 360 degree approach towards #WhySoSweet,
Kurkure managed to leave a footprint on a large scale.
Kurkrures Karvachauth video on Instagram has more likes
than Shilpa Shettys Dubsmash video on about the same
festival.
The brand trended almost four times with different
hashtags around the campaign. #WhySoSweet cards shared
on Instagram from their website received close to 12k
social actions. Kurkure managed to garner 2.66 million
campaign engagements on #WhySoSweet.
A defined objective with a well-rounded execution
makes #WhySoSweet one of the largest festive
campaigns on social media.

71

#CrashThePepsiIPL took storytelling to

a new level with User Generated Content
Brand name // Pepsi

Agency // JWT

Stirring away from all the contests and DVCs, Pepsis Crash the Pepsi IPL banked on user
generated content to make the best out of their IPL sponsorship investment.

Objective
The objective of the campaign was to create a long term
brand equity while creating engagement though leveraging
the IPL fervor.

Results
Pepsi received over 2600 entries and the jury shortlisted
more than 900 ads. 5 ads won the content and were aired
during IPL.

Execution
Crash the Pepsi IPL urged users to create 30 seconds ads
around various themes and upload them on YouTube, the
best of which would be aired on National television during
Pepsi IPL 8. To encourage users to bring out their creativity,
Pepsi created a dedicated microsite that offered users
features such as Pepsi Tool kit.

The campaign stood apart from other brands trying to ride

the IPL wave. It gave consumers the reigns of power and
took storytelling to an all new level.

An unprecedented, first-of-its-kind b and engagement

program during Pepsi IPL! Pepsi challenged consumers to
create 30 second ads that played on air during Pepsi IPL 8!
The kit offered resources such as music and video clips;
Painter Babu for Pepsis logos, Music Da gave creative
soundtrack, while Camera Boss for video clips and a lot
more of such helpers.
Pepsi launched a video inviting people to flaunt their
creativity - the 35-second ad film featured Pepsi brand
ambassadors RanbirKapoor and ViratKohliin hilarious
situations with goofy surroundings and people.
All the entries were exhibited on the official microsite and on
Pepsis official social media channels. There were various
phases of the campaign and each phase revealed the
participants that made the cut.
The campaign banked on strong user generated content and
managed to connect with the millennial who like to be a part
of the story than to hear it.

72

Everything that Paper Boat did right with

Hum Honge Kamyab
Brand name // Paper Boat Agency // Lowe Lintas
Intending some motivation to push you closer to your dreams, the video by Paper Boat jingles
the lyrics of Hum honge kamyab (We shall overcome) sung by admired singer Sunidhi
Chauhan.
Objective
To celebrate the commencement of 2016, beverage brand
Paper Boat, rolled out a campaign to enrich the spirits of the
New Year with the stars of start-ups.
Execution
Nurtured with the quintessence of passion, minimalism and
lucid visualization this video attempted to highlight the
accomplishments of individuals and start-up organizations
that raised their bar, achieved their dream and are now
creating an inspiration for the rest.
The video showcased newbies in the industry, right from
Tanmay Bhat of AIB, Neeraj Kakkar from Paper Boat, Team
Indus (Indias first independent mission to Moon), Jaydeep
Mandal of Aakar Innovations, Amuleek Singh Bijral, Chai
Point, Pallavi Gupta, MK Dabbawalla, Shubhra Chaddha the
Chumbak girl, Saankhya Labs and many more.

the video, separating itself from the clan.

Further, featuring Neeraj Kakkar subtly managed to position
Paper Boat as a start-up that is working passionately to
treasure age old recipes and take it to every nook and cranny
of the city.
The presence of many fresh, yet acknowledged professionals in the video automatically helped the video somewhere
to get noticed. These faces are influencers in their own
capacity, which helped the brand spread the message wider.
Though the video did not signal any new trend or creativity, it
continued to run on simplicity, striking visuals and of course
the song which is already familiar to the majority, thus
making it easier to create a connect.

Paper Boat chose the social media space to promote their

video and managed to secure over 1 lac views on YouTube,
more than 772k views and 20k likes on their Facebook page
and a steady Twitter presence
Aesthetically pleasing, the campaign kick-started to a
positive, inspirational 2016. Not promoting any of their
products directly, Paper Boat as a brand made a social media
presence collectively raising other start-ups and individuals
along with it.
Results
The video didnt restrict to any particular age-group, strata
or gender of the society, but put across its bold message in a
pliable manner of making your dream come true this year.
It also didnt rely on hashtags to promote itself but solely on

73

When Maggi made an ultimate comeback

with #WeMissYouToo
Brand name // Maggi

Agency // McCann India

As the saying goes, If you love something set it free, if it comes back to you it was meant to be
this is exactly what happened with Maggi and that definite y proved, food is true love especially
if it is made in 2-minutes.
With the announcement of Maggi coming back, social media users couldnt stop expressing
their love for the noodle brand on platforms such as Facebook and Twitter.
Objective
When so much love was pouring in their backyard, Maggi
India wanted to express the love for their much awaited
consumers and released a DVC campaign #WeMissYouToo;
that was revolving around social media platforms.

that warm fuzzy homely feeling that consumers have

always felt towards the brand. We missed your content
marketing gimmicks as much as we missed the two minute
delicacy.

Execution
The 53 second DVC didnt have to pull any strings to make
its target audience reminisce about all the good times Maggi
and its consumers shared. They also wanted their fans to
know how much they meant to Maggi and that theyve
missed them too, catalysing questions from consumers
around when will they final y get to have Maggi.
After the Maggi ban statement, there was an up-roar on
social media by audience to bring it back. With patience, faith
and belief it is final y come out clean and straightens itself.
This advertisement probably wanted to let its audience
know theyre coming back well, not in 2 minutes of course
but soon.
Maggi was criticised for lack of communication on social
channels during the controversy. The brand received 4.43K
mentions across multiple platforms; most of which were
negative in nature. Despite the backlash, Maggis paramount
brand following refused to die. Facebook pages supporting
Maggi began to sprout.
Results
The video titled Neighbours received 2,060,160 views on
YouTube at the time of writing this report, while the other
video Menu Cards recroded 1,266,630 views.
With #WeMissYouToo Maggi almost manages to recreate
74

When Social media did justice to Talvaar

Brand name // Talvar

Agency // Hungama Digital Services

Indias most controversial murder case, the Noida double murder case re-opened on the 2nd
october, 2015, with the release of the film- Talvar. With a critically acclaimed directorMeghna Gulzar, writer- Vishal Bhardwaj, Talvar was sure to create a buzz.
Objective
Streamlining the buzz to the right set of audience was to be
achieved through the digital strategy.
Strategy
We had multiples ideas in mind, but we wanted to strike the
right cord with our digital campaigns. We wanted people to
come out of their comfort zones and start conversing about
the forgotten case. Hence, we chose platforms that are
dominated by youth, like Facebook, Twitter, and YouTube.
We did a series of activities in a span of 3 months which
gave a good build up for the release. We also ensured the
communication is spread across age groups thereby
ensuring everyone in India knows about the most complicated case.
Execution
We did a series of activities to create buzz about the film,
starting with
Pre-Launch
We started the buzz with a pre-launch poster and a trailer
launch by sharing images and videos on social media.
Subsequently, we also created a case timeline that gave a
detailed explanation and chronology of events that occurred
during the 5-year long investigation.
To grab the right kind of attention, we launched a series of
minimalistic posters that gave our clues and information
about the double murder case.

76

We also created 2 videos:

Infographic video that spoke about the Noida Double Murder case all explained in 2 minutes. The idea was to give people a
glimpse of the entire case, and then lead them to watch the movie
Vox Pop We also conducted a vox-pop with people from Bombay and Delhi, so as to understand how much people knew about
the case. At the end of the interview, each person was asked to go and watch the movie
Just a few day before the actual movie release, we shortlisted around 80 bloggers across cities and arranged for a special
screening for them.
The bloggers were asked to review the film and post it on their personal blogs. This ensured we reached out to their followers s
well, thereby creating massive buzz about the movie release.
Launch
Post the movie release, we did a series of posters which required user engagement. Users were asked to fill in the blanks,
guess the characters, etc, which ensured people stay active on the page.
We also arranged for a special screening of the film for celebrities. At the event, we set up a Twitter Mirror, where celebs
like Deepika Padukone, Anupama Chopra, Vidhu Vinod Chopra, etc tweeted about the movie via the Twitter Mirror.
Results
The trailer video received over 8,04,561 views. The infographic video received around 21800 views in less than two weeks,
whereas the VOX POP video received over 1754 views.
Facebook received over 940,425 interactions, and Twitter over
A total of 80 bloggers were selected for special screening of the movie and approximately 8208 views were generated only on
Blogmint (excluding the views on the bloggers portal)
At the end of the campaign, we had around 222956 people supporting the film and the case. Last but not least, Talvar
became the Best Reviewed Film of the Year.

77

Mumbai Mirrors #DoubleDholki

fighting against hypocrisy
Brand name // Mumbai Mirror Agency // Chimp&z Inc

Objective
India is a country where hypocrisy plays a strong role in the
affairs of the nation. From politicians to actors to the common
man, everyone lives a two faced life.
Our main objective was to shed light on this issue and create
a buzz about it on all media platforms.
Execution
Mumbai Mirror was used to redirect internet trolling towards
fighting with hypocrisy by instigating people to use memes
which will help it spread the message against hypocrisy to
the masses.
The newspaper created a medium www.doubledholki.com,
where users can login in through various parts of the country
and create and share memes about the hypocrisy that takes
place in his/her daily life.
14th of September 2014
Indias leading newspaper Times of India wrote an article
about Deepika Padukones cleavage. On that day, the Double
Dholki campaign was born.

Facebook Amplification
Interact with Facebook fans by sharing memes on trending
topics everyday.
Twitter Amplification
Interact with smart audience and give a firm positioning to
the campaign.
Results
Mumbai Mirrors total reach through the campaign was over
3.6 million. Total likes, comments and shares received were
38k+.
Pune Mirror garnered a total reach of over 2.66 million and
total likes, comments and shares were recorded at 3.8k+
Ahmedabad Mirror saw a total reach of 2.5 million+ and
29k+ total likes, comments and shares.
Bangalore Mirror too recorded phenomenal results with a
Total Reach of 2.88 million and 23k+ total likes, comments
and shares.
But, did we trend?
Yes, not once but thrice!

What is Double Dholki?

The flippers.
The hypocrites.
The two-faced geniuses.
Or as they are colloquially known politicians, journalists,
moral police, bhakts, adarsh liberals, film stars, you, me, and
us.
Insight
India A Nation of Hypocrisy
The BIG IDEA
Mumbai Mirror created a meme generator to tackle the issue
of hypocrisy and internet trolling.
78

Every Media sets a movie marketing

example with Neerja
Brand name // Neerja

Agency // Every Media

With the release of Neerja just around the corner, the movie makers took to social media
creating fire like buzz around Neerja Bhanot and her bravery, increasing the movie's shelf
life.

Objective
Objective of the campaign was to tell the untold story of
Neerja Bhanots bravery and her act of heroism after a period
of 30 years, while promoting the movie.
Execution
#KnowNeerja activity was executed on FSH (Fox Star Hindi)
social properties. All the facts about Neerja Bhanot were
shared via interesting creatives and GIFs. The activity
garnered a very good traction and was also re-tweeted by
Sonam Kapoor, Atul Kasbekar which amplified the reach of
the activity.
Fans appreciated the fact that they were getting to know
more information about Neerja Bhanot and share their views
asking the agency to share more and more such
information.The activity was also covered by a portal that
shared facts about Neerja sharing #KnowNeerjacreatives
sourced from FSH Twitter account.
#RepublicDayEmoji
To celebrate the unsung heroes of our country, they
partnered with Twitter and launched a Republic Day Twitter
Emoji and owned the 67th Republic Day giving a chance to
millions of people to commemorate the spirit of our heroes
including Neerja Bhanot.
It was launched by FSH, SonamKapoor followed by cast and
crew of Neerja.All the user had to do is, tweet with the
hashtag RepublicDay and a beautiful tricolor propeller
appeared next to it in their tweets. Digital PR for the same
was also activated.

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#fearvsneerja
Sonam started the #fearvsneerja campaign on her Instagram account on January 28th 2016. She asked her fans to
talk about the stories of their fear and overcoming it via 15
sec videos on Instagram. The video post by the actor on her
account received 52.4k likes, 803 comments, and 301k
views.
Fans started sharing their stories not only on Instagram but
also on Twitter some of which were reposted by Sonam.
This activity was cross-promoted on Fox Star Hindis social
media platforms.
#fearvsneerja campaign not only caught the eye-balls of
fans but also renowned celebrities more than 40 celebrities
shared their stories of overcoming fear using the hashtag
#fearvsneerja across all social media platforms.
Celebrities like Anil Kapoor, Arbaaz Khan, Homi Adajania,
Huma Qureshi, Shahid Kapoor, Karan Johar, Esha Gupta,
Tanmay Bhatt, Salman Khan, Alia Bhatt, AthiyaShetty,
Parinitee Chopra, Priyanka Chopra, EmraanHashmi, and
Rhea Chakraborty participated.
Results
There were around 1071 posts on Instagram about
#fearvsneerja with more than 90 fan videos. The strength of
the conversations around #Neerja increased by 3% because
of the campaign. The hashtag #FearVsNeerja trended in
India for 2 hours on 7thFebruary.
The potential reach of the hashtag #fearvsneerja was 50
million. As the release date of the movie was nearing, the
search volume of the film across the digital platforms was
increasing.
The Voice of NeerjaBhanot Video Launch
Fox Star Hindi approached Buzz Feed and collaborated with
them to float this video. BuzzFeed created an article and
embedded the video link which was on Fox Star Hindis You
Tube Channel. They put out the article first with an exclusi ity of 30 minutes. The news article received a total of 27.5k
views.
Neerja Bhanot trended on Facebook for more than 40
hours.
In 10 hours YouTube views of the video were 490,817.
Current numbers: 1,906,478.
Facebook Video views were recorded at 135,009 views in
10 hours. Current numbers: 465,124
This was then carried by: Scoop Whoop, Story Pick, Vaga
Bomb, Mens XP, Pink Villa, Miss Malini, India Times, Deccan
Chronicle, Cosmopolitan India, Filmfare, Stardust, ABP Live,
Urban Asian, TOI, DainikBhaskar, India Today, HT Entertainment, Hindustan Times, Kinky Little Boots, Indian Express,
NDTV, The Quint, BOC
There were around 1,600 unique userswho tweeted on
Twitter using #Neerja
This helped in the amplication of the hashtag across the
digital world. The potential reach of the hashtag #Neerja is
around 91 million.
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FX India: Doctor Whos 52nd Anniversary

Brand name // FX India Agency // Havas Media Group India
Doctor Who, one of TVs longest running franchises worldwide, is a British science-fiction programme which first aired on television in 1963. The show depicts the adventures of the Doctor, a
time-traveller, who in his TARDIS (time-travelling space ship) encounters many adventures.
In India, Doctor Who airs on Stars FX India stable with the brand promise of the edge of
entertainment.
23rd November is a big day for every Whovian (Doctor Who fan) across the day as it marks the
anniversary of Doctor Who. It is also called Tardis Day.
Objective
Doctor Who has a huge fan following and is one of the most
appreciated shows across social media, with 150,000 to
200,000 active monthly Indian Facebook users.
Since 23rd November 2015, Tardis Day, marked the 52nd
anniversary of the popular TV show Doctor Who and was
one of the biggest events of 2015 for every Whovian across
the globe; the objective was to create awareness and do
something memorable for the shows loyal Indian fan base
on this very special occasion.
Execution
The idea was to create an on-air cum on-line integration and
reward fans with exclusive content. The solution - conduct
the first ever digital one-on-one between Indian fans and
the Doctor, Peter Capaldi, the current actor playing him.

Phase II - #AskDoctorWhoOnFX
On 10th Nov 2015, the #AskDoctorWhoOnFX activity was
kicked off on both Twitter and Facebook and the fans were
given an opportunity to share the questions theyd like to ask
The Doctor, Peter Capaldi.

Phase I - Build-up
The ball was set rolling by informing active fan clubs on
Facebook that something big was coming their way and told
them that here was a chance for them to be the next best
thing to a 'Companion,' a Doctor Who sidekick. This was done
on Twitter as well. The celebrations would begin the next
day and everyone was invited!

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All artwork for this special day was purpose built - ranging
from teasers, contest creatives, and even the hashtag,
#AskDoctorWhoOnFX. Each creative had its own objective,
to excite or to gather responses.
PHASE III - Shortlisting the best for The Doctor
To make sure that Peter Capaldi could answer as many of
the fans questions as possible, frequently asked questions
were shortlisted, to address a large percentage of the fans'
questions.

Results
All activities were organic. On 23rd November,
#TARDISdayWithFX trended 16+ hours nationally, gathered
21.5+ million impressions, a reach of 1.7million and 7,000+
tweets from 400+ contributors.
The TARDIS day wish video received an organic reach of
15,657. The highlight, Capaldi's answers, reached 48% of
the fan base.

PHASE IV - 23rd November 2016, The Big Day

The questions would be answered on air and on digital on
TARDIS day, 23rd November. The day was made extra
special by holding an online contest for fans as a throwback
to the 52 years of Doctor Who. Doctor Who collectible
comics and miniature TARDIS, as gifts for winners, enticed
the eager fans.

The engagement 24 hours from the first teaser was more

than the past 10 days. Activity collateral was shared more
often than all content over the past 30 days.
#AskDoctorWhoOnFX ooded itself on timelines with
700,000+ impressions in just 3 hours.
PHASE V - Peter Capaldi takes over
A special treat for the fans was the TARDIS day wish from
The Doctor shared in the form of a video.

108 questions were received from 58 enthusiastic

Facebook and Twitter participants. This enthusiasm continued till the big day on 23rd November.

A great day was made even better by sharing the video to

Peter Capaldi's answers which was met by thanks by the
fans.

The overwhelming response made #TARDISdayWithFX

trend for over 16 hours on a national scale, trumping the
hottest topics of the day.

While this was happening on digital, on-air

#TARDISdayOnFX was celebrated by airing The Doctor
Series 9 marathon.

Client Testimonial
FX is proud to have brought alive the first ever Doctor Who
engagement experience to India, thanks to the brilliant
collaboration between FX India, agency and the BBC Team
UK Australia. Fans in India and Doctor in Sydney, it
exempli-fies that there are no boundaries for geography or
outstand-ing marketing innovations. Marketing Investment
was zero, making return on activity, outstanding. It was the
most recalled show for the channel, Deepak Tolani, Digital
Marketing Manager, Star India.

82

SonyLIV conceptualizes Chhoti Khushi for

consumer engagement
Brand name // SonyLIV

Agency // Prodigitz

Diwali is one of the biggest Indian festivals. SonyLIV wanted to create a clutter-breaking campaign that resonated with the festive feel in the minds of its audience as well as created a recall.
The main objectives identified were to create relevant content on social media and thereb ,
attract engagement. This would ultimately fulfill the aim of driving traffic to the SonyLIV
website/app.
The target audience was identified as people in the age group of 1 -35 years, Sec A/B/C. They
are consumers of entertainment content such as movies and daily soaps who choose to watch
movies as a way of hanging out with their friends. They are family-oriented working
individuals. They prefer genres like drama, comedy, and romance.
As people are getting busier in life, they find it harder to keep in touch with family and friends,
which affected the festivals spirit of togetherness. The tradition of extending wishes and
coming together to celebrate Diwali has transformed as people have become all the more techsavvy.
Based on these insights, SonyLIV saw the opportunity to break stereotypes in the busiest time of
the year by bringing people together, giving them a new way to celebrate and showing them how
to truly #LIVThisDiwali.
Video formats have the most potential to stir emotions and help channel them in a particular
direction. SonyLIV being an entertainment VOD platform, created the exclusive video
Chhoti Khushi that depicted familial bonds and joy. This was the first time any OTT
platform created unique content.
Creativity and Innovation
SonyLIV wanted to be the enabling force that gave people a
platform specifically to celebrate and #LIVThisDiwali in the
most joyous way. In order to do this, a microsite was created
where people could choose from an array of greeting cards
and add a personalized message for the one they would like
to dedicate the Diwali wishes to.
The short film Chhoti Khushi was popularized with an
overarching philosophy of letting go of egos and coming
together to celebrate Diwali. This enhanced the ideal of
sending good-wishes to loved ones, near & far, through the
#LIVThisDiwali microsite. For every Diwali greeting received,
the user was asked to watch the short film on the microsite
to unveil the personal message. Keeping in line with the
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growing use of mobile devices, the microsite was made

convenient to use with a mobile-friendly feature.
ChhotiKhushi Digital Film.
Execution
#LIVThisDiwali was made an all-digital campaign. When
people immersed in technology found it difficult to make
time for emotional priorities, they were provided with a
solution to this issue at their finger tips.
People were given the opportunity to extend their Diwali
wishes and greetings on the Facebook or Twitter profiles of
their loved ones through a Facebook application.
Along with the greeting card, they were also given the
chance to add their own personal touch to it through a short
message.
Results
#LIVThisDiwali became one of the most popular &
trending campaigns for Diwali, 2015.
SonyLIVs social media handles received 10,00,00,000+
impressions.
300+ personalized Diwali greetings were shared from the
microsite.
Chhoti Khushi received a reach of 40,00,000 &
2,00,000+ views in one single day & 10,00,000+ views &
56,00,000+ reach in one week.
SonyLIVs Facebook follower base increased by 5000+.
SonyLIVs Twitter handle received 1500+ tweets & RTs,
15,000 likes & the follower base increased by 1,800+
during the campaign.
#LIVThisDiwali trended for 4 hours on Twitter pan India.
Many blogsites featured the #LIVThisDiwali campaign,
stating that it had redefined Diwali greetings & its emotion .
Digitial News Portals like AFAQS covered the campaign,
rating it as one of the best campaigns for Diwali.
#LIVThisDiwali also earned coverage on Social Samosa,
Lighthouse, News World India, Business Standard & Miss
Malinis blog.

The Chhoti Khushi short film went viral and became one of
the most viewed videos during the peak of the Diwali period.
Many celebrities engaged with our campaign by choosing to
send their loved ones Diwali greetings through the
#LIVThisDiwali microsite. They also tweeted about the
short film. The short film received unlimited forwards on
WhatsApp during the Diwali week.

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#GuessThePlus An innovating attempt

to launch Movies Now Plus on digital
Brand name // Movies Now+

Agency // Chimp&z Inc

Movies Now Plus wanted to launch in a unique way across digital platforms to get customers
engaged and excited.

Objectives
The main objective was to launch Movies Now Plus on digital
platforms and engage with the audience on Twitter and
create awareness. We also wanted to create maximum buzz
with a limited budget
Execution
To get people talking, you got to talk about movies in a
language they love; thus, emojis!

Results
A wildre conversation online about a newly launched
brand.
8000+ Twitter conversations in 2 hours
Trending nationwide for 7 hours
Increase in social media following by 10 %
35% increase in viewership logo recall

The audience was presented with puzzles based on their

favourite movies and asked to decode the clues (emojis) to
#GuessThePlus. This was done on Twitter and Facebook.
The trend soon caught up and was adopted by fans who
used #GuessThePlus with their own emoji-movie combinations!
The customers of MoviesNow+ are movie buffs and like
most movie buffs they like solving puzzles based on their
favourite pastime - watching movies. So, we started a
campaign with a few tweets and statuses engaging our
audience to challenge their movie gyaan.
The audience was presented with puzzles based on their
favourite movies and asked to decode the clues (emojis) to
#GuessThePlus.
These tweets and statuses intrigued the audience on Twitter
and Facebook so much so, that it spiralled into an engaging
battle of wits as users tried hard to guess the movie names.
Very soon the idea itself was adopted by fans who started to
tweet and share using their own emoji conversations, and
most importantly, our hashtag.

85

Royal Challenges #PlayBold became

synonymous with World Cup craze
Brand name // Royal Challenge
#PlayBold went all out to pump viewers for the cricket season while cheering for our Men in
Blue.
Objective
Fuelling fervor amidst the season of stumps, Royal
Challenger shot an anthem starring cricketing superstars
Virat Kohli and M.S Dhoni for the frenzy fans from this
cricket centric country, urging them to play bold.
Execution
Echoing the voice of the nation, #PlayBold captured the
spice of this sport thus attempting to amplify the ubiquitous
exhilaration behind the game with the commencement of
the sixth edition of the T20 World Cup. The overall aesthetics of the film arrested the aura of contemporary India
staying close to the theme through the scenes and lyrics.

Results
Dissecting the exact figures, #PlayBold garnered over 4
million views of Facebook and YouTube combined, additionally it received more than 30k likes and 7k shares on the
social media giant and also made it on the Twitter trends on
the day of its launch, trending for over 6 hours.
#PlayBold also managed to nail the concept of content
marketing by relating the energies of a Sports Drink with the
upbeat music and cinematography.

The film picked up raw chunks from Kolkata, Mumbai,

Chennai, and Delhi thus, covering varied geographies of
and fleshing out the essence of the country.
Cold hued, faded tones, and eye-grasping editing, the pace
of the film accelerated keeping the tune catchy and upbeat.
Bollywood music composers Salim Sulaiman produced
the music of the film while Vishal Dadlani gave his voice.
The charismatic presence of Virat Kohli and Mahindra Singh
Dhoni made the content meaty. Keeping cricket at its crux,
unexplored activities of surfing, skate-boarding, snooker ,
hula hoop, and more made its space in the frame thus
bringing in novelty.
Towards the conclusion, the film beautiful y showcased blue
smoke, thus subtly hinting towards the shade of the Indian
cricket.

86

Worlds top 10 IT company sets new benchmark

in employer branding
Brand name // A top 10 global IT company Agency // Ethinos Digital Marketing

A top 10 global IT companys highly eulogized Employer Branding campaign put India on the
global map as one of the first countries to have conceptualized and run such an initiative. The
original idea for running a regular employer branding campaign spawned in 2013 and soon saw
the light of day in India. Its objective then was to induce interest in the organization in a
distinctive way amongst potential middle and senior level IT managers in the industry, with the
aim of getting them to pursue their careers with the company. The campaign claimed to be the
place where employees realize their ambitions and develop into professionals they aspire to be.
The India-specific campaign met with immediate success, with 150 mn impressions and 8,800
CVs pouring in. Soon thereafter, offices of the company in nine major countries adopted this
concept not just for recruitment but also for brand building. Having achieved a milestone in
innovation, it was then time to leverage this property for a larger objective. The campaign was
closely monitored for performance, followed by a post-campaign survey. Notwithstanding this
success, post-campaign research pointed to a declining trend in engagement and a dip in
unaided brand recall. It was found that the overall activity ratio, level of engagement with the IT
industry and ad awareness had dropped in general for the IT sector. These findings were
mainly impacted by macro-economic factors such as the emergence of the promising
E-commerce sector that stood for innovation and game-changing strategies, and offered a
fast-paced environment for growth, autonomy, and an open-office culture, much appealing to
young executives.
Objective
The task at hand was now on improving top-of-mind and
spontaneous brand recall, and portraying the organization
both externally as well as internally as a brand that offers a
global platform for innovation, growth and collaborative
experiences across expertise. The campaign needed to bring
about a paradigm shift in thought - from merely looking for a
job, to discovering a congenial environment that fosters the
development of individuals; and from looking at other
sectors like E-commerce to looking up to IT for shaping
ones career. Where employees can realize their ambitions
and develop into the kind of professionals they aspire to
become. The communication elements and message had to
be strengthened for the campaign to appeal to the young
talent, especially entry-level recruits from campuses. After
promptly iterating the creatives, the campaign was
relaunched in its new avatar in 2015.

Execution
The imagery used in the communication was changed, now
featuring young and dynamic-looking executives, that
infused freshness and youth into the communication, while
appealing to the younger, ambitious and hungry-to-perform
striplings from campuses, potential IT recruits, as well as
current employees. The communication was strengthened
and made aspirational, with the usage of high-impact copy.
The campaign followed an integrated, multi-channel
approach and collaterals were developed for social media
and other digital platforms, campuses, recruitment fairs, and
offices of the company.
Employees were asked to share their experiences on working
with the organization, and their candid opinions were
published on the companys India website. Every week, one
testimonial was shared by employees on their social media
88

channels. These real stories coming from real employees painted

a vivid picture of a typical day at the organization, and revealed
how the work culture is conducive enough for learning, growth
and innovation.

A multi-channel approach

At campuses, specially designed business cards were handed out

to students, which evoked a sense of pride in joining the company.
Quarter page ads were released in The Ascent supplement in The
Times of India for print and digital media. The same were
adapted for cover images on Facebook, Twitter and LinkedIn. A
campaign hashtag was created and the concept run on social
media channels. The campaign was further supported by an
Employee Advocacy Program, wherein internal brand
ambassadors volunteered to carry forward this branding objective
to campuses and propagate this over various channels including
social media. An employee-focused mobile app and web
application was developed to enable employees in propagating
the campaign. A special video on inclusivity was created, besides
designing T-shirts and fan badges for that additional thrust.
Internal communication included an engagement activity and
intranet banners that invited employees to share their valued,
motivated, and inspired moments at work.
Concepts like Programmatic buying, Behavioral Re-Targeting, and
Constant Engagement were put to use for improving the results
exponentially.
Results
The trailblazing campaign, which ran for 10 weeks in 2015 proved
to be nothing short of a blockbuster, generating the desired buzz
externally, and instilling an immense sense of pride amongst
employees.
Here are some of the cumulative achievements and significant
highlights:
A staggering 60,021 number of CVs jetted in through the talent
pipeline.
The organization ruled the roost as the top recruiter on Facebook
for 6/10 weeks (4 weeks consecutively) and dominated the 2nd
position for the remaining 4 weeks, averaging out with a rank of
1.2 according to the Social Media Recruitment Monitor.
The 10 weeks campaign witnessed a 33,868 increase in fans,
128% increase in website traffic, 496% increase in reach, and
67% increase in profile applications
The number of visits to the Submit Application page increased
by 67%.
The hashtag, which was created for this campaign saw a
significant organic growth with more than 600 followers
contributing actively.
A 14% jump was recorded in direct traffic from print media
(offline)
Internal mailers and articles generated 514,189 and 16,633
views respectively.
The inclusivity video generated over 25,000 views externally
and 11,000 views internally.
Team members felt they contributed to the growth of the brand
internally and externally.
The campaign achieved a whopping 495% increase in Twitter
followers within 24 months. The hashtag also trended
organically in India.
The internal employee-focused app had over 500+ active users
generating over 6 mn impressions on social media.
The campaign went on to win several industry awards that

acknowledged it as the best employer branding

campaign in the country.
This campaign went on to become THE employee
branding campaign for all IT consulting firms in
India to emulate and benchmark.

89

Videocons #WhoIsATeacher celebrates

the occasion with grace
Brand name // Videocon

Agency // Solomo Media

Videocon Mobile phones are making a big charge for the growing smartphone market in India.
Since their launch they have continuously introduced new models in the market offering consumers a great value proposition combined with the latest in style & technology.
Objective
To capture the sentiment around Teachers Day and amplify
the presence of Videocon Smartphones on Social Media.
Execution
Every person has a memory attached with their Teachers. In
order to bring back those memories we made a video
#WhoIsATeacher depicting different notions of what a
teacher might mean to us, through the use of 26 alphabets.
The video #WhoIsATeacher was created using 26 words
associated with teachers and uploaded on Facebook and
YouTube.
Results
Near about 71,000 likes were garnered on the video
We got 9,000+ comments on our video
23,356 Shares on the video
Our video got organic reach of 43,50,617
We marked 5,16,870 views on our video
Videocons agile social strategy managed to place the brand
well on Teachers Day.
On Posts

On Shares

Total

Likes

4,263

66,686

70,949

Comments

308

8,744

9,052

Shares

22,504

852

23,356

Views

5,31,188

Reach

45,32,194

90

Highlighting an exceptional mobile feature

through Instagram influencers
Brand name // Flipkart

Agency // Ripple Links

Flipkart collaborated with Ripple Links to design and execute a campaign promoting one of
their exclusive smartphone releases- The Moto X Play.
Objective
To highlight the smartphones remarkable the 21MP camera.
Strategy
By conducting the campaign solely on Instagram, Ripple
Links decided to draw exclusive attention to the smartphones
photographic abilities
Four premium influencers, who were expert Instagrammers
and avid documentarians, were brought on board
The campaign would accentuate the cutting edge
technology behind the phones camera, by showcasing high
quality photos taken by influencers using said came a
An aspirational experience was created through the mobiles
association with premium influencer
Execution
Each influencer was given a phone, and had to photograph
specific activities over the course of a single day
The brief was to capture a day in their life with the Moto X
Play
They shared the resulting photos with Ripple Links and
Flipkart
Flipkart instagrammed these images, which the influencers
then regrammed
Results
Total Post Count: 61
Total Post Likes: 24,151
Total Post Comments: 374
Total Potential Reach: 1,453,223

The campaign accentuated the cutting edge technology behind

the phones camera, by showcasing high quality photos taken
by influencers using said camera

91

How Acer entered the Indian Smartphone

Market and sold out within few hours of its launch
Brand name // Acer

Agency // Prodigitz

Acer was launching a new series of smartphones in India for the 1st time.
Objective
The brand wanted to communicate to the masses about
their launch and create awareness about them also emerging as a new mobile phone developer. At the same time
they wanted to create an affinity with their audience.
In the extremely cluttered Mobile OEM category, we usually
see only functional and price point communication. The
biggest challenge for Acer was to stand out and make its
presence felt.
The Idea
Prodigitz saw an opportunity to do something beyond
feature communication and stand for something relevant
and relatable.
Thats where their BIG IDEA emerged.
Embracing the challenge, they identified a unique space to
interact with the audience and introduced awareness on
mobile etiquettes. Hence, making Acer a socially responsible
brand, which stands for MOBILE MANNERS.
Prodigitz took the onus of educating the people through the
brand that mobile phone is not a social hindrance if Mobile
Manners are followed. A brand ambassador Nawab
Manners-Ali was introduced who communicated the brand
message in a unique Nawabi way.
Execution
They released various quirky videos and vines along with
other communication pegs that were created to spread the
awareness about Mobile Manners. The brand further
activated a successful influencer outreach programs and
relevant media around mobile manners.

92

Acer covered the on-ground launch completely on all digital

platforms as well as tied up with tech influencers on digital
who attended the launch.
They activated high impact media across reach websites like
Yahoo, YouTube, Facebook, Twitter and contextually relevant
sites like Cricbuzz (to capitalize on the cricket series) and
Tech2. An extensive search and programmatic driven
campaign to create the relevant audience bucket.
An entire online drive was activated via Manners Ali in the
form of an iPledge initiative, urging people to pledge and
follow Mobile Manners.Heavy media was rolled out to
reinforce the message. Banners across reach sites, youth
oriented sites, business, entertainment and tech verticals
were activated with banner messages on Mobile Manners.
Manners Ali had taken the digital by storm with his Mobile
Manners lessons and to create an affinity ran a Dubsmash
contest to reinforce the Mobile Manners lessons. Regular
posting on Social Media platforms with posts on Mobile
Manners and phone features.
Retargeting throughGoogle Search and Programmatic for
the audience bucket s created.
Results
Manners Alis lingo on Mobile Manners went viral, giving the
videos & vines created over 5 mn views
Strong association of Mobile Manners with Acer Smartphones was established, and trended thrice during the phase
of the campaign activation
43 MN+ Social impressions across all the platforms was
generated
An engagement rate of 18.40% was achieved
An optimized eCPC of INR 4.12 was achieved
Earned media of more than 40 articles by renowned digital
bloggers appeared during the phase
This generated so much talk-ability and anticipation for the
launch of the phone that within a few hours of its launch
Acer had 100% sales. The marketing done by Prodigitz
hence, helped Acer successfully achieve their complete
target by the day 3 of the campaign.

93

Dells Innovative Loyalty Program

Brand name // Dell

Agency // Gozoop

My Dell Rewards is a first of its kind loyal y program designed to connect the brand more
closely with end users of technology. It is a customer focused program aimed at building a
deeper engagement with consumers.
Objective
In 2013, Dell Indias Facebook page had around 1.5 million
fans. We wanted to trigger and leverage existing fans on the
page as well as new users to become potential loyal
customers of Dell. We wanted to ensure that our fans stay
connected and have a way to continuously engage and
interact with our brand, while making their interaction with
us more lively and rewarding.
What was the solution?
Indias first social loyal y program My Dell Rewards which
would help bind our captive fan base and help generating
business for our brand.
My Dell Rewards is a unique platform to monetizing the Dell
India Facebook Fan base, creating brand awareness and
brand recall. By creating an exclusive online property, it
helped us stand out from the competition.
Execution
My Dell Rewards is a unique social loyalty program which
tracks the actions of the fans on the social media properties
of Dell such as like, comments as well as successfully
inviting friends to the program. And based on these activities
the fans are rewarded with points which can be redeemed
against the purchase of Dell products and accessories at a
discount.
The platform can be customized according to different
occasions.
My Dell Rewards was initially implemented only on
Facebook and now it has been synced with other
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platforms like Twitter and Instagram as well. It also has an activity area which hosts micro-campaigns for Dell. These microcampaigns could be anything from games to contests or even questionnaires and participants on these micro-campaigns have
been rewarded. My Dell Rewards is also linked to our e-commerce partner Compuindia.com from where users can buy Dell
products.
At first My Dell Rewards was independent of any app based activity on the page. At this time we had festive and occasion related
campaigns such as Hint-A-Gift, Dell PC Literacy Week and Dell Wish Tree. The Dell PC Literacy Week- a Dell property initiated to
celebrate World Computer Security Day was hosted on My Dell Rewards where the aim was to spread more awareness about
new age computing. Participants of the Dell PC literacy Week also earned points on My Dell Rewards.
Post PC literacy week, we created a separate activity area within My Dell Rewards where users could participate and engage
with the brand in terms of any contest or games. The best part of integrated campaigns was that users did not have to register
with Dell every time they came to the page for ant activity as they were pre-registered. This provided a better user experience
and seamless integration. Post this integration, we hosted a number of campaigns under My Dell Rewards such as My Dell My
Valentine, Dell Inspiron Desktop Launch Campaign, Dell Selfie Challenge and womens Day Campaign and the Dell All Rounder
challenge - for the Cricket World Cup.
The best part of this program is that it rewards only positive engagement on the page. This ensured that the sentiments on social
media for the brand is majorly positive. This also contributed in relative less media spends for the page as the campaigns
rewarded for inviting more friends on the app.
Based on the insight that 80% of Facebook users in India use the platform majorly on their mobile phones, we launched My Dell
Rewards on mobile. www.mydellrewards.com is a smart URL which redirects you to either the application on Facebook or mobile
microsite according to the device used to access it. Due to the uniqueness and ease of use of the program, we were able to
attract more people to become Dell loyalists
Results
My Dell Rewards helped the brand increase the engagement levels with the fans. Since inception it has been able to gather more
than 33,200 + potential customers. The program enabled their fans earn more than 35652596 points which has created
business potential of more than Rs. 35 crores.
The loyalty program also has helped Dell understand the buying and usage pattern of the fans and use the information to better
their product and service offerings. Since inception the number of people talking about the Dell India Facebook page has tripled.

95

A well rounded digital strategy for

lead generation by First Advantage
Brand name // First Advantage

Agency // Ethinos Digital Marketing

First Advantage (FADV), a USA-based employee background screening company is a trusted

partner to over 45,000 organizations worldwide. While it competes internationally at the top
end of the market with the big four global consulting and audit firms which have
well-entrenched relationships, in India it competes with low-cost local players and remains as
the unrivalled leader in its category.
First Advantage has offices in 27 locations across 13 countries worldwide and conducts over
54 million international background screens annually for 16.8 million applicants. It boasts of
the only single, automated, scalable, and configurable screening platform that works across
all programs, and is completely location agnostic.
This state-of-the-art product carefully packages the clients data in a way that is legally
compliant for a particular location, highlighting what needs to be known in order to take the
required action.
For FADV, the digital medium serves as its primary source of leads, for building awareness and
driving engagement.
Objective
The primary objective of deploying a digital marketing
strategy was to build an active social presence across
industry forums and bodies. It aimed at nurturing leads by
reaching out to their clients regularly through their social
presence, and exposing them to relevant content rather than
sales-driven messages, and generate leads and help
cross-sell and up-sell to existing clients.
Execution
Ethinos Digital Marketing crafted a well-rounded digital
marketing strategy for generating buzz, interest, and
engagement with the brand, by initiating the following:
A series of hard-hitting creatives were designed to drive
home the consequences of a bad hire. This was backed by
statistics to add punch in the communication.

96

Find the Fraud creatives

These creatives try to impress upon the fact that in the
absence of background screening, it remains a challenge to
identify fraudsters.
HR whatsappinar:
A special WhatsApp group was created for various HR
executives and managers across industries, and a dedicated
session was led by the FADV India marketing head for
answering questions specific to background screening. This
built engagement and the session lasted between 3-4 hours,
denoting its success.
Executive Advantage - A catalogue for senior level
screening
A special catalogue was created on senior level background
screening and the importance of training. This was peppered
with statistics on the potential financial implication of a bad
hire in this segment. These statistics were used extensively
across their LinkedIn presence, which led to inquiries from
several senior level executives across industries.
Leveraging FADV leaders on social media
The blog posts written by a senior leader at FADV were
promoted through his LinkedIn profile and the company s
social media pages, besides being actively marketed to
decision makers through various other social platforms. His
participation in various webinars and industry events led to
an increase in follower base on LinkedIn and Twitter, and
has generated some high-profile leads
Results
The orchestrated digital marketing strategy yielded a total
of 1,299 quality leads from big corporate names across
industries.
As on date, FADV has achieved a 12% conversion rate on
the online leads that are currently being serviced. This
number is steadily rising as talks with several other
prospects are under way.
The number of Facebook fans increased from 10,658 in
Dec 2014 to 23,624 in Dec 2015, while the number of
people who saw the weekly posts increased from 4,134 to
12,395 for the same period. As on January 2016, the
closest competitor in India is reported to have only 2,931
fans.
The number of LinkedIn followers increased from 121 in
Dec 2014 to 728 in Dec 2015, while the number of people
who saw the posts increased from 5,000 to 8,880 for the
same period.
The number of Twitter followers increased from 192 in Dec
2014 to 318 in Dec 2015, while the number of times the
tweets were delivered increased from 2,630 to 4,486 for
the same period.
As on Dec 2015, on an average, 52% of people interacting
with FADV through their social media channels constituted
as being a relevant audience. On Facebook, 41% of the
audience comprised of HR Executives and HR Managers
alone. On Twitter, 9.5% of the audience comprised of CEOs
and Directors of various companies. On LinkedIn, 47.4% of
the audience comprised of people from HR, IT, Marketing,
Financial Services, and Outsourcing industries.
Through Google ads, the number of impressions increased
from 7.7 mn in 2014 to over 15.9 mn in 2015. For the same
period, the number of clicks increased from 16,647 to
39,260.

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#UrWay2Viu A strategic social media launch

Brand name // Viu India

Agency // Solomo Media

Social media campaigns have been evolving in the country with agencies engaging their brands
by experimenting with a lot of mediums vis--vis technology innovations in the field.

Objective
Viu India conducted a Twitter campaign marking its launch
in the market.
Execution
Viu, the Over-the-Top (OTT) video-on-demand (VOD) service
from Vuclip was official y launched in India on March 3,
2016 using #UrWay2Viu. The USP of the app being a bank of
more than 42,000 hours of fresh first-on Viu, best of
Bollywood and Hollywood content to entertain the diverse
Indian audience.
To stream the entire launch, the brand started creating a
buzz on Twitter, within 15 minutes the hashtag already
started trending in India and took up the first position in an
hour. The hashtag trended in Mumbai and Delhi continuously
for 2 hours while the hashtag was active for more than 8
hours.
Results
The brand reached 79 lac users with 2.9 crore impression
and 348 users. The tweets earned over 15.5k impressions
on the day of the launch.
Overall on an average the campaign earned 182 re-tweets,
earned 49 link clicks per day and 95 likes per day with 3.4%
engagement rate and 103 replies per day.
The campaign managed to create a mark on social media
with a simple yet effective campaign.

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Intuits micro-niche targeting campaign evolves as a turning

point for women technologists who took a Career break
Brand name // Intuit India

Agency // Ethinos Digital Marketing

Women, who are on a maternity break or a sabbatical due to important life events and
responsibilities, face multiple challenges when wanting to make a comeback to professional
life. Not only do they have to grapple with anxiety and subdued confidence, they have to deal
with the knowledge and skill gap that widens with each passing day. This becomes more
pronounced in the case of women technologists as they quickly get outpaced by their peers and
distanced by technology once they go on leave.
Acknowledging this fact, technology giant Intuit took on the initiative to devise a special
program, Intuit Again for encouraging women technologists to make a comeback in their
career. This is a 6-month internship program at Bengaluru that not only gets them on speed with
their peers, but also hones their managerial and communication skills.
Objective
The main objective of the Intuit Again program is to offer
such women technologists an opportunity to do the best
work of their life at Intuit after up-skilling them and getting
them industry-ready.

Web banners on Intuit India site:

The 5 point mission:

1.Enable and support women to re-ignite their careers in
technology
2.Build on Intuits brand as a great place to work for women
technologists
3.Enhance the talent pool of women engineers at Intuit
India
4.Bring in diversity, which helps solve customer problems
better
5.Gain rich insights from an untapped women talent pool
Execution
To begin with, a dedicated campaign was rolled-out amongst
employees, asking them to refer professional women who
they knew had taken a break and were now looking at
making a comeback. The message was communicated
internally through e-mailers, digital displays, button badges,
and physical brand assets.

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Apart from this, an exclusive #BTWchat was organized with

the Anita Borg Institute, a social enterprise dedicated for
empowering women technologists. This chat allayed
concerns raised by women technologists who had taken a
break in their careers, and prodded them to make a confident
comeback.
Traffic from Facebook, LinkedIn, and Twitter pages of
Intuit was directed to a specially designed Intuit Again
microsite for uploading CVs. The program further received
traction with leadership presence on social platforms.
Vijay Anand, the SVP and MD of Intuit at the India
Development Center also shared his encouraging response
in his blog, which was promoted through Intuits social
media channels. Testimonials of comeback women on the
microsite and on Facebook notes further augmented the
reach.

and reach on social media, with 1,957 visitors on the

microsite.
The very first round of this micro-niche targeting campaign
drew in 125 resumes to the microsite from in and around
Bengaluru specifically from women technologists who had
taken a career break. Nearly half of these resumes were
through employee referrals. After careful selection, 11
interns were selected, of which 5 went on to be absorbed as
full-time employees. Most importantly, all of them claimed
to have regained their confidence and rekindled the achiever
in them.
This has been a one-of-a-kind, sharp-focused program that
has drawn the right kind of attention from the industry, with
the Anita Borg Institute having approached Intuit to
sponsor a special track - Back to work in 2016 at the Grace
Hopper Celebration of Women in Computing (India) event in
Bengaluru.

Results
The Intuit Again program has grown to become an
important cog in the wheel in the pursuit of attracting and
retaining women at Intuit. The integrated internal and
external campaign resulted in large number of impressions
100

Sargam creating magic with #APPMAD

Brand name // Sargam Electronics

Agency // Solomo Media

Mobile is becoming the first screen of content consumption with the rise in smart phone users
and the number of apps across app stores.

Objective
This contest by Sargam Electronics opened the world of
apps to users & tested their knowledge of the appworld.
Execution
A contest was executed on the social media giant, which ran
under #AppMad, the campaign showed six images to their
audiences and they had to identify the name of the app just
by these images. Netizens were lured with Sony Headphones
for the lucky winners.
Breaking the contest in three steps first the viewers had to
like their page, next share the album and final y had to
answer the questions in the album correctly in the
comments using the hashtag.
Results
The campaign organically reached netizens as they received
1463 likes, 3466 shares, 1831 comments for their contest.
#AppMad managed to reach 7859 with 22544 total post
impressions and engaged 601 users.
These digits are for four days from September 30 to
October 3, 2015 which was also the running period of the
contest.

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A Multi-City campaign caravan Agency // Ripple

Brand name // Asus

Agency // Ripple Links

Ripple Links ran a sustained, 3 phase campaign for leading Asian electronics brand, Asus.
The three phases of the campaign was a multi-platform, end-to-end effort to excite interest in
the brands latest offerings.
The Campaign
The campaign consisted of three phases:
pre-event buzz
product launch and
post-launch reviews
The campaign was rolled out in the following Tier-I and
Tier-II cities: New Delhi, Mumbai, Pune, Bangalore, and
Hyderabad.
End goal
The aim of the campaign was to excite and sustain
consumer interest in the brands latest product offerings
prior to, during, and after its launch.
Wielding an influence
Ripple Links adopted an intensive, influencer-centric
approach to each key stage of the campaign.

Phase 2: the product launch

Close to 500 bloggers attended the events in Delhi, Mumbai,
Pune, Bangalore, and Hyderabad from the following fields
lifestyle
technology
travel
food
parenting
fashion
The meets saw a huge turnout of passionate tech heads,
fashionistas, foodies, and travellers.
On event days, inuencers generated an abundance of online
social chatter around the brand.

Phase 1: creating a buzz

Influencers posted write-ups which highlighted specific
features of the device that the brand(r is missing)
considered their USP, and wanted to have promoted.
fashion and lifestyle
beauty
Activity: Influencers posted write-ups which highlighted
specific feature of the device that the b and considers their
USP, and wanted to have promoted.
In this phase of the campaign, the
social reach of bloggers was 3, 09, 073+
total reach of bloggers was 7, 54, 073+
blog readership was 4, 45, 000+
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Breakdown of impact by city and by platform

All fi e events were hugely successful and well attended.
Instagram and Twitter were the most actively used platforms, since they are most suited to providing
running commentary.
The following figures illust ate the platform-specific social media impact of these events in Delhi;
Mumbai and Bangalore (combined); Pune and Hyderabad (combined).

Instagram

Delhi

Mumbai and Bangalore

Pune and Hyderabad

Impressions

8049518

279490

8465

Reach

6439614

223592

6772

Likes

175745

4727

279

Comments

28518

178

17

Twitter

Delhi

Mumbai and Bangalore

Pune and Hyderabad

Impressions

22900768.2

3574159

1268161

Reach

114503841

714831

253632

Total # of
Tweets

6588

305

250

The largest launch occurred in New Delhi while smaller, more focused events were held in Mumbai,
Bangalore, Hyderabad and Pune.
Phase 3: reviews
The review process helped consolidate the buzz that was created prior to, and during, the event.
Number of bloggers and inuencers who participated in the review process: 45
Blog Reach 3,127,500
Social Impressions 31,892,561
Total Reach 34,957,061
Results
Over 600 Influencers were engage
Total Reach ~70,000,000
Total Impressions ~160,000,000
The campaign was hugely successful and was able to transform influencers into advocates for the brand.

103

ASUS ZenFone 2: When a Product Launch

went Undercover as a Bollywood Movie Trailer
Brand name // Asus Zenfone 2 Agency // BCWebWise
A global leader in computer motherboards, Asus offers a wide range of technology products
including smartphones, tablets, notebooks, and other computer peripherals. With the launch of
first generation Zenfone series in 2014, Asus India took the smartphone market by storm,
making it one of the best selling phones in its segment.
Following the success of the first Zenfone, the bar was set higher for the launch of Zenfone 2
-the worlds first 4GB RAM smartphone with top of the line features and industry-leading
low-light photography capabilities.
The brand did enjoy a decent brand recall, but not as strong as the market leaders. The challenge was to not only increase awareness but also to smartly showcase the key features of the
product; thereby paving way to the consideration set of the consumers.
Objective
Keeping brands global communication at core see what
others cant see; the brief was to launch the Zenfone 2
through a high-impact integrated digital campaign across
various touch points, targeting two major TG segments
The Smartphone Enthusiast / Existing Fanbase for the
agship variants of Zenfone 2 (from Rs. 19,999 to 22,999)
The Masses for the base variants (starting at Rs. 12,999)

Execution
The Pre-Launch Period of 2 weeks to generate curiosity,
hype, drive postponement of purchases build audience for
launch phase, thereby generating a Cookie Pool for media
targeting.
The launch phase of 3 weeks focussed on getting high brand
visibility with maximum share of voice through heavy display
advertising. At the same time being a part of the social
chatter blogs, reviews, and adverts. The focus was to drive
maximum registrations and sales.
Sustenance phase was all about maintaining the hype
around the phone by supporting with engaging content. This
was achieved by developing Zenfone 2 evangelists and being
available wherever the user searches for cell phone information nudging the laggard to choose Zenfone 2.

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The Unseen
The world had not seen a 4GB RAM smartphone before, so it
was only apt to create intrigue among the audience by
calling it The Unseen. Introduced like a sci-fi movie, The
Unseen teased the audience by showcasing portions of the
phone in out-of-the-world, space thematic. The creative
renditions were aimed to make the smartphone enthusiasts
look forward to the launch of Zenfone 2.
Creating Zenfone 2 Evangelists & Influencer Content
Zenfone 2 NightWalkers
A big bang launch would be incomplete without influencers
creating content for the brand. Enter
#Zenfone2NightWalkers...

Exclusive Zen Meetups

In a unique move, chosen fans and tech enthusiasts got a
chance to check out Zenfone 2 before its launch; a contest
was held to identify these fans; promotion for which involved
OTA (Over the Air) messages sent to Asus Zenfones in India.
Winners got an invite to exclusive reveal in 4 cities across
India.

A night photowalk, in association with Mumbai Instagrammers that smartly weaved in the Low-Light Photography
prowess of the Zenfone 2 was organised.
Over 150 instagrammers gathered for the photowalk,
clicking pictures with their devices in low-light, instantly
experiencing the difference with demo Zenfone 2 units. Tons
of images were uploaded on Instagram during and after the
event using hashtags - #Zenfone2NightWalkers &
#ShotWithZenfone2

The Countdown
With 48 hours left for the launch, an engaging countdown
series of posts boosted curiosity as fans were invited to join
in revealing the Zenfone 2.
Connecting with the masses for brand awareness, making
the Zenfone 2 a part of their consideration set
Agent Z
Agent Z, featuring Bollywood star Saif Ali Khan, was
launched on a digital with a microsite, trailer videos, and
social handles, making it look like an actual Bollywood film
starring Saif. With the help of slick animation and social
presence, we managed to get Bollywood fans and Saifs
followers sign-up for updates on Agent Z and watch the
premier live online.
On the day of premier, Zenfone 2 launch event was showcased live on the link, with Saif unveiling the phone to the
world.
Promoted on Bollywood portals and Facebook pages, the
mass appeal of the campaign led to creation of a huge
cookie pool for retargeting, reaching a wider mass of
audience, which otherwise would have been a tricky task.

<Image 4 Zenfone 2 Night walkers>

Results
Engagement rate of 7.04% was recorded for the Unseen
Campaign
4782 registrations for the undercover Agent Z campaign
with over 84,65,345 impressions & 1,15,092 clicks were
seen
Zenfone 2 Night Walkers attracted over 250 participants
and delivered over 1800 uploads
Incredible Spike in Google Trends was witnessed, reaching
an all time high during the launch week
#Zenfone2 HasArrived trended on Facebook. It was rst
such accomplishment for the brand
25,000 Zenfone 2 units were ordered in 24 hours of the
launch
Also, the campaign had to be stopped in 40 days since the
phones were SOLD OUT. An unseen feat in the Indian
smartphone industry.
With a smart social media mix and specific targeting, Asus
managed to take product launches on social media to an all
new level.

105

HP India : #BendTheRules2
Brand name // HP India Agency // Edelman
After a very successful millennial centric campaign last year, HP India was back with their
latest campaign Soch v/s Approach.
Moving away from a celebrity, their new TVC spoke about how the young millennial are bending
the prevalent soch with their new approach.
Objective
The objective was to cement HP as a youth centric brand
which encourages millennial to bend the prevalent soch with
their new approach.
HP India was able to reinstate themselves as a youth brand
with their latest #BendTheRules 2.0 campaign. Through
content partnerships with ScoopWhoop and Storypick,
rib-tickling webclips with renowned actors Suresh Menon
and VJ Hoezaayand stimulating websiodes which narrated
the Chaayos and Chumbak story, HP was able to engage
with the millennial audience like never before.

Execution
#BendTheRules campaign was rolled out in multiple phases.
Phase 1
Create buzz around Soch and Approach to establish the
philosophy using interesting social media images and
content partnerships.
Phase 2
Release webclips with prominent actors such as Hoezaay
and Suresh Menon who did a comic take to show a prevalent
Soch can be altered with a new approach.

TVC
Phase 3
A series of webisodes were launched to highlight and
cement the philosophy of a new approach. Chaayos and
Chumbak were featured for their entrepreneurial venture
which was a major shift from conventional forms of employment.

In short, the brand caught the millennial nerve, spoke their

language and effortlessly asserted their numerouno position
in the Consumer Notebooks category.

106

Chaayos:

The videos got 953,649 views. It reached a massive audience of 10,499,766 with 15,397,038 overall impressions.
Phase 4
Ending the campaign on a high note, HP asked its community their #BendTheRules mantra of everyday life which saw memes,
texts, and images being sent in form of entries.
The campaign went on from 17th September to 30th November 2015.
Results
Campaign trended on Twitter (India) with 2k+ UGC entries.
Engagement rate on Social Platforms shot up multi-folds and leading within technology category brands with 203k social
interactions and 20k + hashtag mentions.

107

Club Mahindra generates social leads

with precise targeting
Brand name // Club Mahindra Agency // iProspect
Club Mahindra is a luxury hotel chain with over 40 resorts and hotels in India and abroad. Their
product is premium in nature and is targeted at CXOs who take annual vacations along with
their families. Considering that it is a fairly large and a long term financial investment, it is
imperative that we target very specific users in order to make the campaign effective.
Objective
Our objective was to increase the sales of Club Mahindra
memberships, using the digital medium. On analysing the
various available platforms we decided that the best way to
reach out to our target audience would be through Facebook.
However, Facebook has a few limitations when it comes to
targeting. Campaigns can be set up to target either interest
OR behaviour, not both. Thus, we needed to come up with a
unique solution that allowed us to target multiple interests
and behaviours, allowing us to narrow in on the target
audience.

to show them relatable creatives and therein increase the

probability of them clicking on our ads and converting.
Effective targeting would allow us to avoid spill-over and
cost wastage.

Execution
In order to understand our target audience better, we used
iLMS, our proprietary Lead Management System, to analyse
data which had been collected over the span of 1 year. We
analysed more than 280,000 rows of data, evaluated
570,000+ data points, and performed over 600,000
calculations.

In this manner we targeted users who have shown interest

in Travel and Family activities, Travel and Auto, and lastly
Travel and Tech. By narrowing in on a few users we would be
able to increase the efficiency of our targeting and therein
reduce spends as well.

With the help of IBM Watson, worlds most advanced

Business Intelligence Engine, the lead database was
overlaid with FB audience insights. The lead scoring mechanism then helped create buckets on the basis of geo,
demographics, brand affinities, etc.
This research revealed that our TG has shown interest in
Travel, Family, Auto, and Tech on Facebook. They drive MUVs
and consume Whiskey. With a clear understanding of our
target audience, we had to figure out a way to effectively
engage with them and therein increase the sales.

Thus, we introduced iIntersect, a proprietary tool that

allows us to create audience segments based on consumers
having multiple interests. Using this tool we targeted people
who have showed interest in Travel, Family, Auto, and Tech.
Considering that we were selling luxury holidays, we kept
travel as a common intent across all communication.

Results
It is safe to say that our Facebook campaign was an
absolute success and the results we achieved speak for
themselves:
We were able to record a 15% decrease in Cost Per Lead
(CPL)
There was a 124% Increase in the number of Leads
But the best part was that our campaign resulted in a
whopping 188% Increase in Sales

If we could focus on a few specific users who showed

interest in Travel, Family, Auto, and Tech we would be able

109

Memoirs of Serena
Brand name // Serena Beach Resort

Agency // Prodigitz

Serena Beach Resort is located by the Mandvi beach in Kutch. The dcor and ambiance of the
resort is ethnic, earthy, and true to the nature of its homeland Kutch. It delivers an uber-class
hotel experience and impeccable services.
Objective
The resort was very confident about the hoteling experience
they provide. The challenge they faced is to establish Kutch
as a round the year tourist destination. We needed to allure
tourists and travellers to Kutch as a result of which they
would have an increase in guests.
Strategy
We strategized to take a lateral communication approach for
Serena Beach Resort. After a research we learnt the key
points that travellers identify with. We decided to capitalize
on these factors on the different platforms at our disposal.
The approach was to position Serena Beach Resort as the
key destination that is true to the indigenous beauty and
culture of Kutch. We had to draw a medium of identification
with travellers to be able to influence them to travel to
Kutch.
We took different approaches on the platforms with the
blanket motive of establishing Serena Beach Resort as the
key luxury destination of Kutch.

We took a seasonal approach where we spoke about the

resort as per the prevailing festival, holiday and season.
For establishing a strong primary communication about
Kutch we identified the different aspects of Kutch that will
intrigue our audience and draw them towards Kutch and
Serena. For the same we created content buckets and
populated them.
#CraftofKutch
#PeopleofKutch
#TravelQuotes
#KutchFact
#RannUtsav
#AttractionsofKutch
and many more.
We romanticized Kutch and every aspect of it in this manner.
Twitter being a very personal and real time platform, we
decided to personify Serena Beach Resort as an avid traveller who is in love with Kutch and is the owner of the resort.

Facebook was identified as the prima y platform for Serena

Beach Resort. We strategized an approach where we divided
the communication in two sections, the primary being to
showcase the different aspects of Kutch and the other was
to highlight the different facilities and services of the resort.

110

All communication was in first person. e proactively got

into conversations with travellers all around the nation and
world telling them about the different aspects of Kutch and
how it is a must-visit destination.
Through the handle, we participated in many weekly travel
conversations like #TRLT, #TravelTuesday, #TravelSkills
#PassionForTravel, and many more. In these groups we took
the onus of highlighting all relevant attributes of Kutch.
This being a visual-led platform and travel being one of the
most well performing content we decided to use this
platform to strengthen the element of identification with our
audience.
The communication tonality we adopted for Instagram was
to create a photo album of a passionate traveler through the
lands of Kutch. We decided to only use original photo content
to be true to the adopted tonality. We showcased Kutch and
every small characteristic of it through the simple lens of a
traveller.
Listicles and informative topics work really well. So picking
on highlights about the region and sharing it with people
automatically creates a brand traction in the audiences mind
about the resort
Results
The successful execution of this strategy ensured that
Serena Beach Resort had regular enquiries and booking that
were driven through their Social Medial Platforms.
The content strategy ensured that the travel community on
each platform started engaging with us. We had our
audience writing to us appreciating the fact that we have
taken such a keen interest in the land of Kutch. We
achieved the motive of creating a strong identification
between Serena Beach Resort and travel enthusiast.
All the platforms grew organically with over 20% average
engagement rate.

111

British Airways #FuelledByLove soared

with a strong script
Brand name // British Airways

Agency // SapientNitro

A tale never touched or told, is flying high in the social media space. British Airways shed light
on a humble relationship shared between a cabin crew and an aged Indian passenger through a
warm 6 minute long film

Objective
British Airways commenced its journey with India in 1924,
fell in love since then and continues to do so as this
non-fictional story provided evidence.
Execution
Unveiling the campaign Helena Flynn, the flight attendant
narrates her apprehension of flying to the foreign land of
India. With the idea of stepping into a space of sundry
tongues and cultures, she expresses her enthusiasm, above
all qualms.
The screen phases to the next scene of a customary flying
scenario where subtly hinting to an adorable budding rapport
between a passenger and flight attendant. As the film
follows, it brings out instances that showcase the fond
connection on the travel between these two individuals,
growing beyond cultures.
To dissect further, the third part of the film displays a bond
expending from the sky to the lands, where the British flight
attendant relishes the raw Indian culture, warmth, and
hospitality of an Indian family.
Such incidences and affectionate atmosphere aids her to get
over her fear of unfamiliarity, leaving you with all smiles.
Fuelled by love indeed, this campaign surfaces an unexplored correlation giving a tinge of sparkle and exclusivity.
The film evolves slickly by enveloping all aspects of the
classic Indian culture of large families, cuisine, traditional
dance and overall aesthetics of the setting.

British Airways through the film lucratively achieves its

motive of drawing a close connection between the Airlines
Company and India truly till the end when the Indian lady
gifts a handkerchief personally knitted with a flight and the
air attendant herself on it.
The film remains close to its roots by obviously projecting
airplane scenes and shortly Indian household set-up to
express how their bond beyond isnt just professional,
beautifully transforming a real-life incident into audio-visual.
#FuelledByLove and #LoveIndia were the two hashtags
associated with the campaign.
The campaign was heavily appreciated on social media by
netizens. With a great script, the campaign holds a lot of
potential across social media platforms.

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HolidayIQ took users through #VaranaSee

Brand name // HolidayIQ
The paramount idea behind every travel campaign on social media is to get the TG to sample the
trip virtually, gradually pushing them towards end transaction a tactic similar to the traditional retail marketing concept of try before buy.
Applying the concept yet again, HolidayIQ, an online travel community and holiday planning
website concluded #VaranaSee, a crowd-sourced video campaign exploring the untold stories
of Varanasi.
Objective
The campaign had a multi-fold objective, the primary one
being popularizing their newly launched video reviews option
on the HolidayIQ app. Second and the rather obvious
objective would be rebranding reviews as a reliable holiday
planning elements for potential travellers.

Results
The campaign managed to seamlessly integrate socialmedia
with its mobile app which is the source to heavy traction
for HolidayIQs services. #VaranaSee further subtly drew
attraction towards the latest video review future, without
going the hard-sell route for it.

Execution
HolidayIQ got 6000 Kashiyatra, IIT BHU students to
participate in a treasure hunt and take videos through of the
unexplored in Varanasi. Post the activity, over 1000 videos
were submitted as reviews on the HolidayIQ app.

On Twitter, #VaranaSee acted as a bridge between loyal

Benarastravelers and dwellers and potential tourists, thus
creating organic and interesting conversations.

The best reviews were put together in a video which was

later released across social media platforms. #VaranaSee
gave users an opportunity to discover the serene place
through the individual perspectives of the young IIT
students.
The campaign was pushed on social media, though pictorial
content boasting of intriguing facts about the place. Twitter
however, managed to create much more traction around
#VaranaSee, with tweeples coming up with more facts and
tips. Facebook on the other hand, mainly saw publications
sharing #VaranaSee videos.
#VaranaSee got over 3000 views on YouTube and managed
to trend on Twitter. The micro-blogging platform also
witnessed users expressing the will to explore the place with
due inspiration from the campaign.
113

#VistaOnInsta: Cost effective Instagram marketing

technique for start-ups
Brand name // Vista Rooms
So youre surfing on Instagram and you stumble upon an amazing travel destination. Either
you hashtag search the place to explore further or switch to Google. As an anecdote to travelgramming, Vista Rooms launched an app like experience that makes Instagram the one stop
shop for exploring, booking and reviewing a vacation spot.
Objective
The idea behind creating the app was to leverage the
existing capacity of Instagram & was to build a minimum
viable product at low cost. We spent zero dollars on development as we used Instagrams innate tagging feature
inventively.

On tapping these photos, users are directed to other fully

featured pages where information on the property, local
food, places of interest, culture are available.If you select
places, you will further be guided to all tourist destinations
in the vicinity. You can further check out specific places
listed on the app.

Execution
The app like experience could give you a dj-vu of IKEAs
Instalogue where in the furniture brand connected
accounts to create an Instagram catalogue for their new
range of furniture. Vista Rooms Instagram app, however,
marks difference with a utility factor at the end.

The app adds the utility factor by redirecting users to the

microsite for booking hotels.

Vista Rooms App was developed by uploading 1000+ images

in 200+ accounts, which were then linked to each other.
The link given to the in house digital team was to express
thought leadership in social media by creating a unique
functional entity to drive engagement & word of mouth.
The Vista Rooms page can be accessed by searching for
@vistarooms_app on Instagram. A user would then be
directed to the page filled with photo locations
The user can choose a location (example: Goa), check out
the features of the location, listed properties in Goa, photo of
the room, description and rate.

Results
According to data by Chute, 3.8 million travel related photos
were posted on Instagram in 2015. For platform selection
and targeting, the start-up definite y deserves a 10/10.
Also, Vista Rooms has stirred clear from the said and done
contest and native content route thus giving them the
leverage of innovation across social.
Further, the app (or app like experience) has lucid functionality, making the UI extremely no nonsense and quick to
follow. The app was practically built at zero expense, thus
making it an extremely cost effective Instagram marketing
technique for start-ups.
The app also manages to create a Vista Rooms brand feel
with all the required services under one roof.

114

Indias largest and most dynamic art promoting

NGO makes a splash in digital marketing
Brand name // Prafulla Dahanukar Art Foundation Agency // Ethinos Digital Marketing

The late Prafulla Dahanukar, an eminent artist of India, made an invaluable contribution to the
world of art during her lifetime of 80 years. After her demise in 2014, The Prafulla Dahanukar
Art Foundation (PDAF), a non-profit organization, has been founded in her loving memory by
her husband with the aim of keeping her memory alive and continuing her dedicated effort of
promulgating art and promoting artists from all over the country.
The prestigious Jehangir Art Gallery in Mumbai, which approves artists work for display, had
Prafulla Dahanukar on its panel for 45 years. As a panelist, each year she would evaluate over
6,000 works of art received from various artists.
Its not just her works of art that make her one of Indias most revered personalities, but the fact
that she also devoted the greater part of her life in going out of her way to provide grass root
level support to budding talent, many of which are now renowned artists.
PDAF chose to take the digital media route for reaching out and connecting directly with artists,
patrons, and benefactors, launching various initiatives, and gaining prominence. This was
preferred to the traditional route of seeking government grant and support.
This case study refers to two notable initiatives that deployed social media to achieve
significant results
The Emerging Artist (Kalanand)
Kalanand, an annual contest for emerging artists, is Indias
biggest and most distinguished art contest with total prizes
worth Rs 1 crore, drawing entries from all zones of the
country. With 10 participation categories including painting,
sculpture, installation, and photography, this provides the
largest platform and opportunity for various artists to get
due recognition.
The campaign was run to create awareness about the
contest, draw entries, and support the creation of an
inclusive platform for amateur artists from various spheres
to showcase their talent. The categories included Paintings,
Sculptures, Ceramics, Print Making, Installations,
Photographs, Digital Art, Pencil Drawing, Tapestry/Textile
Art, and Folk Art.
116

Creatives were developed and promoted on the PDAF

Facebook and Instagram pages inviting artists to register for
the contest.

event, clocking the maximum number of online searches in

its category, and increasingly widening its reach amongst
artists and patrons.

Know Thy Artist

This was a 5-day contest wherein each day, one painting of a
famous artist was flashed with multiple-choice questions,
asking participants to identify the painter.

Both campaigns have contributed tremendously to its

growth, and the results have been more than encouraging.

This was a contest run with the objective of educating the

online community about famous artists and their works and
generating awareness about PDAF.
Know Thy Artist ran exclusively on Twitter, with each
creative displaying one painting with multiple-choice
questions. Under this campaign, one painting of a famous
artist was flashed daily for 5 days inviting entries. By the
end of the week, 3 winners were selected. The contest was
run for 4 months giving the brand an outstanding reach.
Results
The Prafulla Dahanukar Art Foundation has grown to
become Indias largest and most looked-forward to art

The Emerging Artist (Kalanand) brought in 140,739 fans

on Facebook from July 2014 to date, and clocked an average
daily reach of 20,798 and average daily impressions of
63,978.
The engagement rate was 2.34% with 486 average daily
fans. In 2015, the campaign brought in 936 official entries,
of which 161 from 81 cities across 27 states made it to the
winning list. In 2016, the number of entries grew to 1,331 of
which 495 were shortlisted for awards from 141 cities
across 25 states.
Know thy Artist alone, within the rst 3 months, achieved
1,378 followers on Twitter.
It also achieved over 1 million impressions, and a respectable engagement rate of 8.27%. This stimulated the brands
overall average engagement, which rose to 7.06%, and
continues to rise till date.

Some of the entries received

Through these campaigns, PDAF identified and built brand ambassadors online, who were appointed for campaigning offline in
areas with little or no internet penetration.

117

Myth-o-logic by Godrej Security Solutions

Brand name // Godrej

Agency // Hungama Digital Services

Godrej Security Solutions has been in the market from yesteryears and is still enhancing
the art of security.

Objective
We intended to give the audience an insight of how important security systems are by not taking the path of fear, yet
enlightening and awakening them from the age-old
traditional myths they believe that keep their valuables safe
and secure.
Strategy
After extensive research, we realized there were a lot of
misconceptions and myths floating around home security.
Some of the common myths were What will people get in
my house, I have a dog at home, If I keep my valuable in
the kitchen, no one will find it, and the list is endless. With
the brand proposition Ab Musibat Se Darna Kaisa we
started off by creating awareness around the category and
the product. Instead of taking the regular fear route, we
thought of adding a subtle dose of humour, thereby educating the user in a fun way.
Concept
Thats how we articulated the campaign message, though
the mnemonic Myth-o-logic i.e. busting of household
security myths by giving a sarcastic/humorous tone to it.
The campaign started off as a series of FB posts that
eventually led to a contest where we asked users to share
common household security myths with us.
Execution
A Facebook led campaign that included a series of 5 posts
and a consequent comic strip was executed. The five myths
were based on five common household tips of security of
valuables. Over a period of 3 months, the posts went live
that generated a lot of engagement and curiosity and

changed perception in the minds of the people.

Post the release of the 5 myths, we worked upon the
contest.The contest was over a span of 3 days with the
hashtag #MythOLogic. Users shared the most unheard of
household security myths. The objective of the posts and the
contest was to break the stereotype of hiding valuables and
relying on mediums besides a safety system to secure ones
valuables.
After receiving some great response on Facebook, we
thought of bringing alive the Mythologic series through a
series of comic strips. Each of these stories had 2 parts to it
i.e. the Myth Part and the Logical Part.
The 1st part - What happens when people believe in a myth
and the 2nd part what happens when logic is added to the
same myth. This is where we integrated the product.
Our first comic strip being - My neighbors are trustworthy.
Whenever I go out I am confident that they will keep a
watch on my doorstep.
Results
We recorded 65,443 Total Interactions on Facebook and
27,658 views on microsite. TheFacebook posts recorded a
reach of 6,57,125.
Basis a creative idea and smart execution that campaign
managed to score well.

116

TrulyMadly promoting safe dating

with Creep Qawwali
Brand name // Truly Madly

Agency // Vigyapanti

Dating app TrulyMadly collaborated with the comedy crew All India Bakchod to get some
acknowledgment on the digital portals.
Objective
Aiming to engage with the youth and reflect the current societal scenario of stalking and fliting by coating it in a bit of comedy
they produced this video.
Execution
All India Bakchod endeavored into the advertising space with its new agency Vigyapanti, which aims to work with start-ups
and turn them into big brands. Earlier collaborated with brands like Quikr, Urban Ladder, Red Bull, Snapdeal and Ola, the brand
this time paired with Truly Madly the dating app.
They created a video which is relatable to every girl with a social media account. The video, through a Qawwalli showcases two
women describing the inbox messages in their other folder. As the title says it all, Creep Qawwali is the video where the two
women sing about their creeps trying to make their guy look creepier than the other. The other folder as this video affirms
comprises of qualities in a guys we all have experienced- foul language, English that will make a Grammar Nazi shoot himself,
cheesy or with miserable pick-up lines and so on.
The lyrics hold the charm of typical All India Bakchod videos, thus, made it a darling of social media.
Results
The video more than relatable to women, even earned brownie points for being quirky and absolutely hilarious. On YouTube, the
video managed to garner 1,625,485 views and 12,578 on Facebook. It also got the deserved love on social media with every
user talking about it.

119

Flipkart shows how to increase app

downloads with #DoThumbThing
Brand name // Flipkart

Agency // The Glitch

Flipkart took a social leap with #DoThumbThing, trying to etch a mark in the highly competitive
Indian e-commerce space.

Objective
Do The Thumb Thing had a threefold objective through
social media. Through the campaign Flipkart wanted to
launch the updated Flipkart app and create buzz around the
same. They also wanted to drive awareness for the app with
an array of videos, games, contests, special app offers.

Result
Flipkart Android app on Play store got a rating of over 4.3
with a surge in the number of installs. The campaign had an
agile social media strategy with supportive content buckets
that helped Flipkart create a winning campaign.

Execution
The name of the campaign was coined to encourage
theyouth to Do the thumb thing, using the Flipkart mobile
app. The idea being, people use their thumb to do almost
everything on their mobile, so now use the power of your
thumb to shop anything through app!
A set of digital films were conceptualised where each video
showed peoples thumb-using behaviour. The Facebook and
Twitter pages of Flipkart shared interesting visuals called
Tiny Thumb Tales that illustrated the virtues of thumb
shopping anytime, anywhere.
#DoThumbThing quote contest on Twitter invited users to
tweet how their thumb changed the world. Flipkart gave
away 100 power banks and 2 customised power banks as
the grand prize, which encouraged people to participate and
create buzz around the campaign.
On Instagram, #DoThumbThing invited users to dress their
thumb in cool avatars, with creative accessories and post it
on Instagram. Winners received DoThumbThing power
banks and EGVs worth Rs 10K, Rs. 5K and Rs. 2.5K.

120

Shaadi.coms gamble with Dowry Calculator

Brand name // Shaadi.com & StreeMuktiSanghatana

Shaadi.com the matrimonial site established itself to become the mediator of eligible brides and
grooms. The brand standing faithful to its nature has consistently comes with up campaigns to
fight against the traditions ruining the sanctity of marriage

Objective
As a mockery to the social evils of Dowry, Shaadi.com
through their social initiative Shadi Cares, coupling
with non-profit organization Stree Mukti Sanghatana
Execution
Being a part of the Indian society, dowry is a practice which
were all pretty much aware of and the brand came up with
a sardonic campaign to address this issue.
Through their campaign the brand gave you an opportunity
to calculate your worth, a segment of this site calculated
your dowry value upon entering details like educational
qualification and salary and the users were in for a surprise.
Instead of showing their worth, the calculator opened up
statistics of dowry deaths in the country. Through this
indirect, sarcastic campaign the brand hit it on the right spot.
Initially the brand received backlash as people misunderstood their introductory tweet to be promoting Dowry with
their calculator; the gamble, however paid off and the
campaign managed to stir social.
Results
Shaadi.com launched their #DowryCalculator on social
media which managed to gain a lot of attention due to its
mocking, interactive and unique nature. Being a pioneer in
the online matchmaking industry, the brand strove to play a
role in aiding victims of marital abuse. Through Shaadi Cares

they aimed to leverage the platform to raise awareness

among their 30 million members.
Through their exceptional initiative, the brand
definitely garnered attention and participation towards
their #DowryCalculator.

121

Essel World etched smiles with #BeASanta

Brand name // Essel World

Agency // Di-Mentions

Di-Mentions is a full-service Digital Marketing Agency and Creative Studio that takes immense
pride in the uniqueness of its Voice and the impact of its Strategy and Design.
Essel World is Indias synonym to Amusement Parks and is the first ever brand to bring the idea
of world class rides and adventure activities as a form of entertainment alive in the country.
Objective
It was XMas time and most amusement parks in India
were busy doling out hefty discounts to get people pouring
in. At Essel World, we took up a challenge most wouldnt
attempt get our customers to come in big numbers
without the carrot of discounted tickets.
A mountain this big needed a spark even bigger.
Its that time of the year when the air is crisp, the mood jolly
and the spirit generous.
So, we built on a ritual widely followed and deeply loved
about Christmas Being a Secret Santa and giving
someone a gift anonymously. And in our case, the gift would
be a ticket to Live the Thrill at EsselWorld!
The aim was to drive massive social media engagement and
online ticketing over a period of 10 days leading up to
Christmas.
Execution
This time, the theme of Essel World was a chocolaty world
where Santa had arrived, and it was called Santas
Chocolate Factory. The idea was to adopt the on-ground
activity to digital without losing the essence of the theme
and at the same time, remain distinct on digital.
The other major challenge was our target audience which
was filtered to Mumbai instead of being Pan-India.

ones how special they are by giving them an opportunity to

win a free ticket to EsselWorld. Our campaign was entirely
conceptualized and executed on Social Media.
Microsite
We built a Microsite that emerged as a playground of
activity during Christmas time.
The site enabled consumers to log in and send their special
ones a message with an opportunity to win a free ticket to
the park, and all this would be done anonymously without
revealing the identity of the person who nominated them,
thus making it a digital offshoot of the
Secret Santa custom. This struck a chord with the fans of
the brand and we witnessed overwhelming participation
from the audience.
Social Networks
On social networks, our approach was to show an amalgamation of the celebration happening at the park and the
digital campaign. This was achieved by adapting the social
media posts in a chocolaty flavor resembling the on ground
campaign of Santas Chocolate Factory.
We posted around 50 Posts in 10 days around the theme and
spread the infectious spirit of the season all across digital
platforms.

We called our Campaign - #BeASantaWithEsselWorld.

#BeASantaWithEsselWorld goes beyond the conventional
gifting ritual and gives people a chance to tell their loved
122

Results
We impacted 7, 94,000 people with this campaign, engaging with 3, 75, 000 of them, increasing the Likes of the Brand Page by
8,571.
With 2500 Tweets and more than 50 Retweets, our primary hashtag #BeASantaWithEsselWorld trended for 2 hours in
Mumbai and Pan India as well which lead to the organic growth in the rate of engagement and gave rise to the popularity of
the brand.
We achieved footfalls that were 4 times more than our media investment, surpassing our target by more than 100%.
The campaign demonstrated genuine synergy with the overall image of the Brand and helped them gain a strong hold on
their segment. Suffice to say, it was a turning point in Essel Worlds relationship with its followers (and us!).

123

THE FUTURE
OF SOCIAL
Anil K Nair
CEO & Managing Partner
Digital L&K Saatchi & Saatchi
Everyone has a perspective on The Future of Social. Depending on which part of the social elephant is in the room and
which networking room you are in, a la Nine Blind Men. I have to warn you therefore that my predictions will not be
definitive or the last and I advise you, to take it with a bite of the chilly pakoda you are having in this lovely monsoon
weather.
Some of the trends that I see evolving are..
The Social Networker #PromoteMe
What started off as a purely social networking initiative to connect with friends, is fast evolving into a work/vocation related
effective self-promotion tool as well. InstaMeetis a perfect example of how content creators can come together to learn
from one another. Networker a Tinder for professional networking, where you match with professionals based on your
business objectives, is one of the many applications that is desperately trying to fill this space (one that nobody real y owns
yet). However, publishers are not complaining as it provides for an easy entry to brands and business that can fast track
their current monetisation conundrum.
Social is the new TV
The less said about it the better. Everyone is lining up for a piece of this delicious cake. Good old video content re-purposed
and re-packaged in myriad ways to suit various formats, behaviors, devices, and attitudes.
National Geographic, the number one media brand on Instagram, recognizes this trend and has announced 10 digital
short-form series, having had great success with its video content on the platform so far.
Low attention spans are spawning shorter, crisper video bytes and turning the entire video production back end topsy-turvy
as the demand for content, both global and local/vernacular to feed this ravenous machine rages on.
Viv, the Global Brain
We have all heard of a dystopian future hurtling our way with talk of Artificial Intelligence and Machine learning. Disturbing
visions of machines out-thinking us and taking away all our jobs, plague our dreams.
We have already seen some of the early scouts like Siri & Cortana in our midst. But its time to welcome Viv, the global brain.
An intelligence to make our lives easier than it already is. Marrying the Internet of Social Things with Big Data and Virtual
reality 2.0, this is the big game changer that we have all been waiting for.
Conscious Community
Given the general disturbing geopolitical, and social climate all around the world, there is an increasing trend amongst the
hipsters and the yuccas towards sustainability and giving back to society. Be it local causes such as Kodaikanal Wont,
sparking a petition for Unilever to rectify their failure to clean up mercury contamination or compensate workers affected by
its Thermometer factory down south, to crowdfunding, volunteerism, social movements, and revolutions.
The one that really tugged at my heart strings was the organic Ill Ride With You movement in Australia. Triggered by a
terrorist hostage crisis, there was a seed of fear planted amongst the residing Muslims in the country of an Islamophobic
backlash. The movement comprised of people offering to meet Muslims at a local station and to ride with them and escort
them to their place of work. There has been an ever increasing consciousness towards good and against monopolistic and

124

Social Gaming:
Taking gaming out of the purview of darkened man caves into it being a social and collaborative activity, using technologies
like VR2.0 is the big tipping point for the gaming industry. The recent blistering inexplicable success and growth of PokemonGo is testament to this changing dynamics of social gaming. The immersive game has led to near fatalities with people
losing track of their real surroundings and even falling off cliffs!
Socialogistics
The more the world is becoming a global village, the more people are also clinging to their identity, local roots, authentic
experiences. Social is driving an entire subculture of hyper local technology, content, and experiences that are affecting
industries such as Travel, F&B, NGOs amongst others. AirBNB doesnt ask you to take a vacation, it offers you the opportunity to live in a different country! TourBar is another excellent example of an application that connects travelers with fellow
wanderers or even local hosts who can help unearth beautiful undiscovered hotspots that lead to some envious storytelling
opportunities.
Emojinal
The art of visual storytelling using technologies like animated GIFs, short Vine and Instagram videos is redefining the role
of the written word. Best demonstrated by the power and versatility of the good old emoji. There seems to be an evolutionary deconstruction of good old written and spoken language the way we know it. The Emoji has come a long way from its
conception in 1999, brands like Dominos now allow consumers to make purchases just through the use of a Pizza Emoji!
While these trends arent sacrosanct, and the digital realm will never fail to surprise us with the odd curveball, there is one
behavioral shift that can definite y be identified
When people initially jumped onto the Social Media bandwagon, they primarily used it to document what they had done in
the past hour, day, week or month. Whereas now, with the introduction of new social platforms and tools such as Periscope
and Facebook Live, coupled with the surge in popularity of Snapchat, people use Social to document what theyre doing in
the moment!
Millenials have moved on from living in the past to living in the NOW!

125

Boo
k of

CAMPAIGNS
A SOCIAL SAMOSA PUBLICATION

A picture is worth a thousand

words, a campaign is worth a
thousand thoughts thoughts
when woven together work
towards achieving one goal.
Sometimes the goal is the poetic
marketing of a brand, sometimes,
its something much bigger than
the brand a cause, a person, a
movement.
Indian social media industry came
of age with the arrival of legendary
campaigns such as #ItAllStarts
and #CrashThePepsiIPL the
socialverse now believes in raw,
bold, and thought provoking
creativity.

Collating such revolutionary campaigns under one binding testimonial,

Social Samosa in association with Blogmint brought to you the
Yearbook of Social Media Campaigns. We hope you find it useful and
inspirational.

60+ handpicked Social Media campaigns across sectors

Foreword enlightening the year authored by Advertising Maestro,

K V Sridhar

a.k.a Pops

Authored articles from Industry

Media trends and concepts

SocialSamosa
Social_Samosa
www.socialsamosa.com

Experts on upcoming Social