Case Book 2015

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lighthouseinsights.in
FOREWORD
Hello Readers!
Back in 2011 when we started writing
the initial stories at Lighthouse
Insights, most of them focused on
Facebook page likes and contests
powered by Facebook apps. Twitter
was still a kid, YouTube was a
repository for TV ads and desktop was
the only screen marketers worried
about.
Fast forward to 2015 everything
was driven by mobile, from
communications to entertainment,
life revolved on the 5-inch screen.
On digital we saw some well
integrated, innovative and ROI driven
marketing campaigns. Digital finally
got its due in the marketing mix.
Last year we introduced our first
eBook on Indian social media
marketing case studies of 2014. This
year we polished our offering and
introduced the LI Digital Awards
2015, the idea is to award the best
work from the published entries.

It brings us immense joy in launching
the second edition of best digital
marketing case studies of 2015. Out of
70 submissions, we have shortlisted
here the 43 best digital marketing
case studies of 2015.
We would like to take this opportunity
to thank the many agencies and
brands that have contributed to this
effort, and have made the second
edition possible. We believe this
eBook will act as a handy guide for
the industry.
We hope youll enjoy reading this
eBook as much as the LI team has
enjoyed compiling it. Should you have
any feedback, do write in with your
brickbats and flower bouquets to
prasant@lighthouseinsights.in.
Founder
Prasant Naidu
NAVIGATOR
Mahindra Go Gusto Rides

Woo Find Magic Find Love
Lenovo YUWA #PitchToHer
Soccer Connections
Defeat The Tax Monster
Center Fresh #Endless
Oreo #PlayWithOreo
Chevrolet Trailblazer
MTV Great Selfie Challenge
Lenovo A6000 Launch
Romedy Now #RomedyTrail
Cadbury Dairy Milk Fans Of Joy
Citi #WhatsNewThisDiwali
IBM ScoreWithData
Dell #ShareTheJoy
Cafe TC Liquor Ticker
DBS India Chilli Paneer 2
Nivea Moms Touch
Star FX Tardis Day
Lifebuoy #HelpAChildReach5
Star Plus Dance Plus
KLM Airlines #LetsGoDutch
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Camlin Love The Change

Durex MTV Rex Talk
Havmor #SpinMoreToHavmor
Sennheiser #Top50
Britannia Good Day Relaunch
Britannia Bourbon Bon6
Flipkart Big Billion Hunt
Bajaj Allianz Life JFC 6
ShopClues O Bhaisaab
Citi WhatsOnYourPlate
Amazon Diwali Sale
Infosys ATPWithInfosys
Mentos #FarakPadega
Westside #StoreAlone
The Frooti Life
Star Plus Sumit Sambhal Lega
Havmor #FunnWithFriends
Ride Along With MRF
Kurkure #WhySoSweet
Asus Zenfone 2 Launch
Dell SeekhoDellSe
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Mahindra Go Gusto Rides

How Flying Cursors Go Gusto Rides
Campaign Reached Out To 4M Digital
Users
The Client
The Agency
Launched in September 2014 by

Mahindra Two Wheelers Limited
(MTWL), the Mahindra Gusto is the
first global scooter from the MTWL
stable. The 110 cc scooter is packed
with features such as a height
adjustable seat, find-me lamps and
flip keys that are more traditionally
seen in cars and is Mahindras entry
in the highly competitive 110cc
scooter market. Mahindra Two
Wheelers Limited is part of the USD
16.9 billion Mahindra Group.
Flying Cursor Interactive is a

digital agency that creates brand
conversations that are interesting,
inspiring and rewarding. Established
in 2009, Flying Cursor is a full service
agency that focuses on 5 key areas:
social media marketing, technology
and innovation, websites, video
production and digital media. Some
of our key clients include National
Geographic Channel, Fox Life, Bisleri,
Urzza, Standard Chartered and
Sunrisers Hyderabad.
Problem Statement
Although the Mahindra Gusto
launched with positive reviews
within the Auto Industry and has
won awards and accolades along
the way (such as the Viewers Choice
Scooter of The Year at the CNBC TV18
Overdrive Awards 2015) this has not
translated onto the digital landscape.
Mahindra Gusto had garnered
very little interest, buzz or brand
recognition with the digital audience.
Identified Objectives
To build brand recognition, seed
conversations and generate
engagement around the Mahindra
Gusto with the digital audience.
the Gusto could be used to explore

their passions and interests.
The Strategy
The Idea: To build a digital property
that brings together interesting and
passionate communities, enabling
them to explore the things they love
on a fleet of Mahindra Gusto scooters.
The thought was to document
these journeys on the digital space,
allowing fans and followers of these
communities to watch and follow
along, thereby building a connect
between chasing your passion and the
Mahindra Gusto scooter.
We even gave a few lucky members

of the digital audience the chance to
For a scooter brand to build brand
participate in these journeys as well.
recognition in the market, we felt it
And that is how the Go Gusto Rides
was essential that potential customers were born.
not only see the scooter being ridden
on the roads, they should have the
Execution: We started the journey
opportunity to interact with people
of the Go Gusto Rides by exploring
who have ridden the Gusto and
one of the biggest and most popular
perhaps even get the chance to ride
interests for the digital audience:
the Gusto for themselves.
Food.
We had to find a way to translate
these experiences to the digital
audience.
Our aim was to show them not only
how they could fit the Gusto scooter
into their daily routines but also how
We collaborated with influential

food bloggers such as Kalyan
Karmakar (@finelychopped), Amrita
Rana (@amritaoflife), Nandita
Iyer (@saffrontrail), Archana (@
archanaskitchen) and Nivedith
(@nivedithg) to create the Go

Gusto Rides a series of food
themed scooter rides that were
held in Mumbai and Bangalore.
We developed a three phase digital
strategy around the Go Gusto Rides
to address the objectives of the
campaign.
10 members of the digital foodie

community as participants on the Go
Gusto Rides.
Phase 2: The Day of the Go Gusto
Rides
At the end of the pre-buzz week,

we held the Go Gusto Rides where
Phase 1: Building buzz around the
the food bloggers and participants
Go Gusto Rides
rode a fleet of Gusto scooters,
following a specially curated route
In Phase I, a week before the Go Gusto to 3 iconic restaurants in Mumbai
Rides, we gave the food bloggers a
and Bangalore. The bloggers and
Gusto scooter
participants livefor the entire
tweeted the entire
week to explore
ride sharing
their respective
regular updates,
cities, scope out
pictures and
local eateries
videos in real time
or markets and
so that the digital
incorporate the
audience could
scooter into their
follow along, share
daily routine.
recommendations
The food bloggers
for dishes to eat
documented
and participate in
their rides and
the conversations
explorations on their social media
around the Go Gusto Rides.
profiles. Through these Facebook
posts and tweets, we began seeding
Phase 3: Go Gusto Rides Films
the association of the Gusto scooter
with the food community and giving
We also documented these rides and
the digital community the chance to
released films on these rides that
see the Gusto scooter being ridden by allowed a larger digital community
influential digital figures.
to experience the Go Gusto Rides,
to see a fleet of Gusto scooters and
During this week, the food bloggers
participate in conversations around
also began creating buzz around
the scooter and the rides. These
the upcoming Go Gusto Rides by
films were promoted on social media
introducing their followers and
(Facebook and Twitter) as well as
audience to the concept of the food
through native advertisements and
themed scooter ride and teasing
content seeing in the form of mobile
the possible pit stops and route of
and network video ads.
the ride. At the same time, through
the brands social media pages we
Click to watch video
ran a series of contests to invite
6
Results
documenting the
Bangalore and
Mumbai rides
garnered more than
38 lakh views.
The Go Gusto Rides

(Mumbai and
Bangalore edition)
saw a cumulative
The Go Gusto Rides
campaign reach of
campaign was also
more than 4 million
covered in numerous
digital users across
digital publications.
Facebook and Twitter.
Our hashtag
#GoGustoRides was
seen more than
21.5 million times
on Twitter and
had more than 159
million timeline
deliveries [Source:
Hashtracking.com].
#GoGustoRides
was one of the top
trending topics of
conversation on
Twitter in India on at
least 5 separate days.
While the numbers

were out of the
roof, it was the
reactions from the
digital audience
that blew us away.
Their keen interest
in following along
with the campaign,
the nostalgia they
showed for the ride
locations and the
numerous requests
we received from
audience members
on Twitter to bring
the Go Gusto Rides to
their city are ample
proof of the success of
this campaign.
We also saw more

than 73 lakh
engagements with
our campaign
(through shares, likes, Observations
comments, re-tweets,
replies and clicks).
We were able to
introduce the Mahindra
Our digital films
7
Gusto to food lovers in

India and convey that
the Mahindra Gusto
was a scooter for people
who wish to explore
their passions, thereby
building a brand
connect and creating
brand recognition.
By co-creating with
influential online
personalities, our
potential customers and
audience were able to
read and hear stories
and experiences of the
Gusto scooter from
people who they knew
and looked up to, rather
than from the brand
itself.
This enabled us to build
a narrative of trust
and authenticity in the
conversations around
the Go Gusto Rides and
the Mahindra Gusto
scooters.
Woo Find Magic. Find Love.

How Woo Apps #FindMagicFindLove
Grew Brand Awareness & Conversion
Rate For Downloads To 2X
The Brand
In August, 2015, Woo brought out

a new version with a revamped
Woo, Indias leading matchmaking
user interface and a host of new
pathbreaking features TagSearch,
app, helps urban singles meet people
who are similar to them in terms of
QuestionCast, Reconsider and Direct
lifestyle and interests, and are looking Messaging. With TagSearch on Woo,
for meaningful relationships. It is an
users can discover singles based
exclusive, curated community for
on things, attributes and interests
interesting, educated professionals.
that matter most to them, with
Woo fills the gap between casual
QuestionCast, Woo lets users ask or
dating apps and the old-fashioned
answer a question and get matched if
matrimonial portals.
they think there is a spark in the way
they both think.
8
Problem Statement
Bringing substance back to the quest
for love.
very biodata-like attributes in a

profile. Nowhere are the users
interests, lifestyle and belief system
captured, let alone matches made
on their basis. With the campaign
#FindMagicFindLove, led by the
release of Woos maiden TVC, Woo
wanted to communicate to potential
users that:
The current avatar of matrimonial

and dating apps is very transactional
in nature. Decisions made are very
binary and are often based on very
surface-level information about a
person. A match does not necessarily Woo stands for bringing back
culminate in a relationship.
substance to the quest for love
Conversations often peter out after a
through an inventive, modern
Hi and there is no emphasis on really
approach.
getting to know someone like one
would in real life.
Love hasnt changed through the
ages, but how we connect has.
The complexity of human emotions
Technology is just an enabler
and connections is trivialised into
for connecting with someone
a simple hot-or-not game. And
you would have met in real life.
the users personality is lost in
With Woo, you can connect with
9
someone you would have loved

crossing paths with, but might not
have because of your busy, hectic
life.
Woo helps to set a context for
deep, meaningful exchanges that
could form the basis of lifelong
relationships.
Woo helps you meet people, not
profiles.
1. Increasing brand awareness of
Woo.
2. Promoting the brand promise of
discovering a meaningful love
story on Woo.
3. To create a 360 degree campaign
across multiple social media
platforms, and increasing
exponentially the surround sound
effect around the TVC.
4. Increasing brand recall by
integrating TVC protagonists
and imagery across the digital
campaign.
5. Reaching out to the right target
group of 25-35 year old urban,
single professionals by striking a
chord with their lives and interests.
6. Disseminating information about
the slew of new pathbreaking
features that add meaning to the
quest for love.
7. Inviting user-generated content to
increase interaction and virality.
10
The Strategy
1. Launching the TVC on social
media and driving buzz around it
The TVC was uploaded in various
secondages on Facebook and
YouTube. To keep the posts
interactive, the audience was asked
to leave a comment about what they
are looking for in their life partner.
A lot of love for the TVC poured in
comments and the taglines of the
shares it received. People who left a
comment were encouraged to tell us
more about their love stories.
A segment of existing users were
sent push notifications and in-app
messages to check out the new
Woo TVC and guess the city it was
shot in to win some exciting Woo
merchandise. The contest saw 350+
entries.
Driving engagement on Twitter with
a long-form contest of 10 questions
to maximise reach and posts around
the TVC. These were promoted by
influencers to increase participation.
Cross promotions were done with
Gaana.com, which was, at the time,
running an episodic TVC series
around the love story of a boy and a
girl.
2. Feature-Centric Messaging
While the TVC drove home the
emotional aspect of Woos value
proposition, the digital campaign
integrated feature-based messaging
with imagery from the TVC to
increase awareness and recall.
a. Features were,
initially, directly talked
about, with functional
descriptions of how they
work.
b. The next task was
to make these features
come alive, and give
the audience an easily
understandable and
relatable insight into
how they can help them
find the right partner.
For TagSearch, we
wanted to depict a
couple enjoying a
common interest. Since
interests like reading
or football are far
too broad and do not
capture the beauty
of TagSearch,
we chose more
specific interests
like particular
authors,
sportsmen, singers,
film stars etc.
who have a huge
fan following. To
make this truly
come alive, an
illustration of these
11
celebrities was added

to a picture of a couple
enjoying together.
12 such creatives
each were put up on
Diverse interests were
picked to cover as much
of the target audience as
possible.
Each of these was
promoted to people in
the target audience who
liked/followed pages
of these respective
interests, resulting
in much higher
engagement and
conversion rates than
normal.
For QuestionCast, the

protagonists from the
TVC were used to depict
the kind of banter
that ensues through
QuestionCast between
two people.
This showcased how one
can find a spark with
a like-minded single
through QuestionCast
and increased recall of
and connect to the TVC.
The content for this was
kept topical and fresh,
with references to popculture that the TG can
relate to.
3. Inviting UserGenerated Content
Inviting comments
and content from the
target audience was
a consistent theme
throughout the
campaign. Content
around the TVC and
features had already
been put out and
was repurposed to
elicit responses from
the community.
Putting the audience

in the shoes of
the protagonists
Screenshots from
the TVC along with
questions that ask them
what they would do if
they were in his/her
place.
Putting them in
the TagSearch and
QuestionCast seat.
The #DubWithWoo
Dubsmash Contest
The audience was
Participants were to
upload their dub on
Youtube, Facebook,
Twitter or Instagram
with the same hashtag,
tagging Woo. Three
winners would win an
Amazon voucher worth
Rs. 1,500 each.
This innovative contest
saw over 50 entries, a
very healthy number
for the entry barriers
involved in Dubsmash.
The excitement was
palpable in the multiple
submissions done by
most participants.
There Is A Spark
When: There are love
stories waiting to
happen. But when do
you know yours has
begun? You can be sure
#ThereIsASparkWhen
these moments happen.
Love: Before v/s After:
Once you find your
special someone and fall
in love, life is never the
same again.
You smile wider, the
colors are brigher, and
your partner is always
with you, whether by
This further went to

reinforce the recall
value of the TVC and
generated fun content
that was extensively
shared by the
participants networks
too.
4. Minimalist,
Illustrative Extensions
of Find Magic, Find
Love.
invited to create a
Dubsmash video with
a 10s audio clip from
the Woo TVC, which
was uploaded on the
Dubsmash app as
#FindMagicFindLove.
12
The three properties,

There Is A Spark When,
Love Before v/s After
and Woo Bytes are
an extension of the
story the TVC tells in a
minimalist, illustrative
route. The treatment
was chosen because of
its ease of consumption
and aesthetic appeal.
your side or in your

thoughts. Heres a peak
at the magic that love
brings to life.
Woo Bytes: A much
loved web-comic on
love, relationships and the humour

that follows once that initial rush has
passed.
Results
A total reach of more than 10
million across social media.
Likes+Comments+Shares on
Facebook totalling to more than
100,000.
A spurt in downloads driven
directly by social media by more
than 100%.
Massive reach on Twitter across all
three contest activations:
6,152,796 Impressions.
Observations
Messaging around niche interests
and subsequent targeting to people
who like/follow pages related to those
interests resulted in exponentially
larger engagement at low spends. The
conversion rate for downloads was 2x
of the previous average.
Users who downloaded the app
through this campaign also exhibited
more stickiness to the app and used
TagSearch and QuestionCast more
than those acquired through other
channels.
#FindMagicFindLove was in 5753

posts with a Reach of 287,260 and
#LoveStoryWaiting was in 3291
#WhoIsWaitingForYou was in 4349
13
Lenovo YUWA #PitchToHer

How Experience Commerce & Lenovo
Helped YUWA Girls Improve Their Lives
Through Technology
The Client
The Agency
Lenovo India is part of the $46

billion Lenovo Group a Chinese
multinational technology company
that manufactures, designs and
sells PCs, tablets, smartphones,
workstations, servers, electronic
storage devices, IT management
software and smart televisions. It
is also a Fortune 500 company with
operations across 60 countries,
including India, where Lenovo has
gained significant market share in the
last two years. And in 2015, Lenovo
India has disrupted the lower-to-mid
end smartphone market and become
the undisputed leader in the segment.
Experience Commerce is one

of Indias top Digital Marketing
agencies connecting Brands to Digital
Consumers, since 2006, lending us
deep understanding built over a
decades work on digital consumers.
As an organization, we are a melting
point of Business, Art & Technology,
transforming Data into Insights &
Insights to Emotions. We believe in
the Belief>Business>Behavior model
where we first immerse & evaluate
the brand belief then influence
consumer behavior to ultimately
accomplish a business goal.
14
Problem Statement
Lenovo India first
associated with YUWA,
a Jharkhand-based NGO
that uses sport as a tool
for social change, in
2014 when it backed its
football team for the
USA Cup. Thought the
bright and free-spirited
girls made a winning
unit, there were several
ground realities back
in Hutup that often
threatened to bog them
down.
For instance, the girls
playing fields in the
village would be sprayed
with broken bottles by
local goons and next
morning when theyd
come out to play they
would be injured. Also,
the YUWA coaches faced
difficulties in tracking
their players attendance
and performance.
Hence, we had to
automate the process
for them and make data
management a techdriven thing.
to ensure that they

took ownership of
their lives by opening
newer, brighter avenues
through technology,
and by solving some of
their basic needs with a
seamless integration of
technology.
Another objective was
to celebrate women
in #STEM (science,
technology, engineering,
and medicine) too, thus
aligning Lenovo India
with Lenovo Groups
global mission.
The Strategy
Strategy
We decided to galvanize
ideators under a
platform called Pitch To
Her where
people
Extending Lenovo
Indias association
with YUWA and taking
digital technology to
the less privileged but
immensely gifted girls
of Hutup was our main
objective. We wanted
15
could
post
interesting
thoughts and ideas
on how to address
the social and
developmental needs of
the YUWA girls.
It was a space for free
expression, and Lenovo
endeavored to turn the
best ideas into reality.
After a month-long
pitching process, three
winning ideators were
to be chosen by the girls,
and the winners were to
be flown by Lenovo to
the Jharkhand village to
intern at YUWA.
A small team of
volunteers would
also carry out a camp
in Hutup where the
YUWA girls would
be introduced to the
world of exciting new
technology and indulged
in several tech-focused
activities.
Execution
We built a web
asset (pitchtoher.
com) that served
as a hub of cool
ideas. We used
it in a unique,
engaging
way to invite
participation,
and keep the
audience updated
with on-ground
activities.
Later, we amplified the
message of #PitchToHer
through social. We
asked users to come

up with things that
India could achieve
#WhenGirlsAreFree.
(The Lenovo social
media pages were
inundated with
responses. The theme
of digitally-empowered
young women resonated
with the audience.)
The buzz generated
on social brought
back more
participation
and
engagement
on the web
asset, at the
same time
celebrating
the free spirit
of Lenovo and
YUWA.
(a permanent set-up)
at the YUWA house,
installed laptops,
powered them with
internet connectivity,
distributed tablets and
smartphones to the
coaches, and helped the
girls map their village
on Google Street View,
make a Wikipedia entry
for Hutup, go about
capturing shots of their
generated nearly 7
million impressions
on Twitter and
trended nationally
for several hours on
14th and 15th August
(Independence Day).
More than 5000

pitches came in, of
which 1300+ were
featured on the Pitch
To Her site. There was
participation
and/or
engagement
from 10+
countries. At
a time when
peoples
attention span
on digital is
next to nil, near
essay-length
pitches flooded
the platform. Bright,
While the microsite was football fields with a
young Indians who
buzzing with vibrant
GoPro camera, code with
desired to make an
ideas people wanted to MITs Scratch program
impact on society
start scholarship apps,
and more.
thronged to the site to
build solar power units,
voice their intent and
open digital labs, launch We also helped build a
ideas.
healthcare workshops
mobile app for YUWA
and more social media an idea put forth by one
chattered about how
of the winning interns The campaign
reached global
empowered women can that could monitor their
organizations of
actually make a nation
football records, help
repute, including the
more dynamic and free- them track and assess
UN for Women, Half
thinking.
their routines, and
the Sky Movement
allow coaches to make
and Girls Not Brides.
Meanwhile, in Hutup we necessary interventions
They acknowledged
went about introducing in the girls lives.
and appreciated
the girls to a world of
Lenovos efforts in
smartphones, tablets,
Results
utilizing technology
wireless internet, apps
to drive social welfare
and whatnot. We set
#WhenGirlsAreFree
where it mattered the
up the Lenovo Labs
16
most. Leading tech professionals

retweeted us too.
A study done by a top market
research agency yielded that
the campaign had resulted in
a 6 points increase in Brand

Awareness and a 5 points increase
in Brand Consideration for Lenovo.
More than 80% of the audience
exposed to the campaign liked it
and correctly identified with the
message. There was a positive
lift on all imagery statements,
particularly on This brand finds
ways to push boundaries with its
innovation. There was an 8 points
lift. There was also a positive
impact on the perception about
Lenovo, particularly on Lenovo
is for those who turn ideas into
reality. There was a massive 31
points lift in this regard.
Because of #PitchToHer, people
have started liking Lenovo and are
mentioning it to their friends and
family.
through a Twitter contest and gratify

respondents. But with #PitchToHer,
we decided to sift through the plethora
of ideas that poured in from across
the country. We chose the absolutely
unique and earnest ones to feature
on the site. Pitchtoher.com helped

monitor participation and engagement
better; it helped separate the wheat
from the chaff.
What we built for them in Hutup
both the Lenovo Labs and the YUWA
mobile app were necessary (and
natural) digital integrations into their
life.
Most importantly, the Pitch To
Her campaign taught us that if
corporations and brands collaborated
with grassroots organizations
meaningfully, then a truly digital and
empowered India isnt far behind.
We, along with Lenovo, managed
to address a fraction of a problem
at YUWA and look forward to doing
more.
Observations
The nature of the campaign was such
that quality, more than quantity,
had to be our focus. It would have
been easy for us to ask for ideas
17
Soccer Connections
How Digital Republik Generated Leads
And Built An Online Soccer Community
For Soccer Connections
The Client
School Football Championship (SFC).
PSL India P. Ltd. is a Mumbai

headquartered Grassroots, soccer
development company, operating
two brands Soccer Connections &
Just-For-Kicks across 140 Schools in
4 cities in India. It provides focused,
fun & family oriented Soccer training
to children below the age of 12,
using skilled International & Indian
coaches, across India. They also
coach very young children under
their Soccer Tots brand. Soccer
Connections also organizes little
league events called the Junior
Football Championships (JFC) & the
The Agency
18
Digital Republik is a Global Digital

Marketing Company, headquartered
out of Mumbai. We help brands
execute Strategic & highly effective
Digital Marketing campaigns across
the Web, Mobile & any other form of
New Media. We work with Brands/
Clients across over 15 sectors, to
plan their Strategy & Business Goals,
blending robust in-house Engineering
skills with Design & Tactical
experience to achieve unprecedented
results.
Problem Statement
The Strategy
In an age where Parents

worry about a sedentary
life for their kids, glued
in front of a television
screen or a hand-held
device, PSLs brand,
Soccer Connections
needed to address this
concern & provide the
means to get their kids
out there on the field.
Soccer has overtaken
the minds of children
in India today, far
surpassing Cricket, but
very few were being
coached professionally.
Needless to say, the

best way to reach out
to parents & kids was
through social media
& email marketing. We
also needed to leverage
specific keywords being
searched for online.
Banner Ads on Google
were the more obvious
choice on various
relevant portals. It is
definitely one of the
ways for a brand to get
Discovered.
PSL needed to
immediately create a
strong Online Presence
(most parents of young
kids in this age group
are net-aware citizens),
while engaging with the
parents to enroll them
for their Coaching & the
Soccer League event.
Build a loyal Soccer
community online
for parents as well as
kids.
Provide an online
platform for parents
to register themselves
& their kids for JFC.
Create social
awareness & reach
19
The first step to any

digital campaign is to
ensure the presence
of a Brand Anchor
Destination, essentially
a Company Website,
that reflected the brand
ethos & a message
suited for its primary
target audience the
Parent & the secondary
target audience the
Soccer Child. www.
MySoccerConnections.
com became that
anchor.
Prior to the creation
of this destination,
the company had a
corporate website,
rather a brand website.
The difference lay in
providing all relevant
information to the
parent, about the
brands Training
Credentials, Schedules
& Locations, in addition

to the Championship
Events Calendar, Rules &
Scores.
It also added a
simple e-Commerce
functionality to enable
Payment of Fees
(Training & Event
Participation), which,
when you consider over
3100 children across
4 cities, was a very
onerous task in itself,
prior to this.
The second step was
to build a credible and
attractive social media
presence. Facebook
was the natural first
medium, where
the brand page was
revamped completely.
A content plan was
devised that provided
a mix of generic &
brand centric content,
which gave the TG the
best of both the worlds.
Along with Facebook,
Instagram was also
targeted in the media
mix. By the nature
of the medium, since
Instagram is visually
appealing, it helped
the brand connect with
the users in real time &
personal basis.
The 2-point focus here
was to ensure that
the audience found
the brand page to be
Relevant & Engaging. This was

reflected in the use of certain images
that resonated with the parents & the
soccer kids.
Using the Hashtag: #CaptionThis, an
audience engagement campaign was
created, which revolved around a
kids daily fun moments captured onthe-field while training. We asked the
fan base to coin a funny caption for
that particular photograph.
#EatSleepSoccerRepeat, the brand

message extended beyond just the
digital medium (on T-Shirts, Printed
material etc.) & provided the kids
with Gyaan on soccer & the JFC
Event & updates.
Social Media was purely to generate
Engagement, Awareness & Reach,
essentially to Build The Brand. We
also used real images of students &
kids to create a personal connect. This
worked the best since
there was a competitive
spirit in every kid, as
they too wanted to be
featured on the social
media page.
Who doesnt love to
show off? To tap this
emotion of the people
& to leverage the
Soccer is truly a team sport

& we believed in uniting
teams, but also in making
it a Family-Fun game.
Hence #MyJFCSelfie for
the Best JFC Event Selfie
was promoted. Human
size, back drops were
created & placed on the
sports field, where teams,
players & their parents
would take their pictures
with the #MyJFCSelfiehashtag, adding
their entry to a weekly contest on the
best pictures.
Needless to say, this was a huge hit
& parents today keep these framed
photographs in their homes as a
memory of the event.
Using the Hashtag:
20
Reach & Engagement, we created

a #TheUltimateSoccerNerd contest
which was a quiz on Soccer. This
increased the engagement and we
think this made Soccer Connections a
Connected & Loved brand amongst
the kids.
Moving beyond FB, Google Banner
Ads on various relevant keywords like
program) was just 938 which

Football Coaching for Kids, Soccer
jumped to 4,035 visitors every
Training in Mumbai, Fun Activities
month.
for Kids etc. got new doors opened
for those parents who had not heard
202 Leads from prospective
about Soccer Connections or their
parents, generated from Google
International Soccer Training services
Adwords alone (Text & Banner
Ads).
The JFC Event got more than 100
schools participating with 440
students registered.
for kids.
Finally, to ensure on-going
engagement with the base of parents,
reminders, scoreboards & other
updates were sent out through
E-mailers & SMS text messages. The
e-mailers were designed & executed
in a way that provided a Ready
Reckoner to the parents.
Results
Within just 5 months of the planning
& execution, the numbers said it all:
FB Likes went up from 1,132
to almost 15,060 in a span of 5
months, from October 2014 to
March 2015 totally organic &
legimate (non-purchased).
This has paved the way for the

company organizing Indias largest
Inter-school Football Championship
(www.SFCLeague.com) with over
2000 children participating from
schools.
Observations
In an age where parents worry about
a sedentary life for their kids, glued
in front of a television screen or a
hand-held device, PSLs brand, Soccer
Connections succeeded in addressing
this concern & provided the means to
get their kids out there on the field.
It not only Engaged the kids, but also
succeeded in grabbing the attention
of the parents. It helped the parents
teach their children the true spirit of
Sportsmanship.
#TheUltimateSoccerNerd contest
got 20 entries with a reach of
100,000+ audience on FB.
The Average Monthly Traffic in
October (the beginning of the
21
Defeat The Tax Monster

How Webenza & Bajaj Allianz Life
Insurance Leveraged Content To Educate
People On Tax Saving & Captured Leads
The Client
Bajaj Allianz Life Insurance is
a joint venture between Bajaj
Finserv Limited and Allianz SE,
leveraging a fine blend of global
expertise and local experience. With
a comprehensive and innovative
solutions portfolio that combines the
technical expertise and experience of
Allianz SE, and the in-depth market
knowledge and goodwill of the Bajaj
brand in India Bajaj Allianz Life
Insurance has earned customer trust
and market leadership in a very short
time.
22
The Agency
Webenza is a leading Digital
Marketing firm, based out of
Bangalore with a varied clientele
in India and around the world.
With expertise across all aspects
of Digital Marketing, Social Media
Campaigns, Technology, Social
Listening & Analytics Webenza
offers a wide array of solutions to
clients spanning Brand Awareness,
Community Building, ORM and Lead
Generation. Webenza, founded in
May 2012 by Puneet Pahuja, today has
a team of 60 professionals.
Problem Statement
Lack of awareness and education
among consumers with regards to
multiple financial instruments for
saving income Tax.
Create awareness and educate
people on different ways to save
Income tax through Life Insurance
schemes, under Sec 80C using
Social and Digital mediums.
Engage and interact with the target
audience to drive more traction
during the campaign.
Leverage content to drive real
business benefits.
The Strategy
Insurance in India is sold primarily
through channel sales, where
multiple advisors typically use
financial jargon to communicate
with the consumer. Those who
dont understand the benefits of
Life Insurance, but want to invest
in tax saving instruments, fail to
connect with these advisors
and hence lose out on such
investment opportunities.
The communication
strategy around Social
and Digital mediums
was to leverage popular
culture to connect with
the target audience.
The central theme of the campaign
was inspired by the quintessential
Bollywood villain, a character
23
called the Tax Monster, which is a

personification of the much-hated
taxes. This character communicated
with the audience in a typical cinema
lingo peppered with a liberal mix of
humor and the legendary dialogues of
famous villains.
What did we do?
The campaign focused around
common Tax issues faced by working
professionals/individuals. A lot of
the communication focused around
issues related to investment and
healthy investment options.
The #TaxGiri series was used as a
vital content bucket to communicate
tax trivia and tips with the target
audience. A micro-campaign
#PictureAbhiBaakiHai encouraged
users to come up with smart ideas to
overcome real-life like situations put
up by the brand.
An informative video was created
highlighting different ways of
defeating the Tax Monster.
Special days during from January
to March, and events such as The
ICC World Cup series, were
utilized with quirky #tags,
to drive engagement
and showcase the fun/
human side of the brand
#WorryFreeMoment,
#BefikarMoment,
#MaukaPeChauka
Moment, Valentines Day
#ValenTaxDay, Womens
Day #HERoInMyLife and Holi
#KheloHoliBefikar.
While a lot of visual and web-based

content was designed and developed
to communicate about products and
their features, the fun and engaging
Facebook game called Defeat the Tax
Monster added interactivity to the
campaign
Results
68,920 new fans on Facebook &
14,384 new followers on Twitter.
227,382 users engaged with the
brand creating a whopping 673,996
impressions across social media
channels.
#TaxMonster and
#PictureAbhiBaakiHai had 2,413
& 5,471 mentions across social
channels.
3,938 enthusiastic players shot the
Tax Monster.
Observations
24
#PictureAbhiBaakiHai was well

received with 300K+ impressions and
Defeat the Tax Monster Interactive
Game improved engagement for the
campaign with 3.9K participants
in 48 hours and up to 10% of them
converted into leads, proving social &
digital when integrated can generate
real business benefits.
Regular content pieces (Insurance
related) when clubbed with current
happenings (Valentines Day, Union
Budget or Cricket World Cup)
garnered the best results.
Digital assets like Tax Calculator and
product tabs turned out to be most
visited and a useful property for our
audience.
Watch video case study
Center Fresh #Endless

How The Glitch Got 1000 Storytellers
For The #Endless Center Fresh Comic &
Achieved A Unique Reach Of 1M+
The Client
Center Fresh was launched in India
in 1994. At the time, India was a
market previously unexposed to any
innovation in gums, and it was at
this juncture that Center Fresh came
into the market with an exciting new
proposition mint flavoured, liquid
filled gum. It is the market leader in
the Gums category in India. With a
strong equity and loyal consumer
base, the brand is well entrenched
in the Indian consumers mind and
synonymous with freshness, liquid
filling and a balanced mint taste.
25
The Agency
Founded in 2009 by Varun Duggirala
and Rohit Raj The Glitch has
delivered several innovative
campaigns over the years. Managing
close to 50 accounts across industries
and platforms including Lakme,
Whisper, Puma, Hyatt, Pears,
Cornetto, Set Wet amongst others.
Today, with offices in Mumbai, Delhi
and Bangalore, The Glitch is a name
to reckon with in the creative arena.
We are a fast-evolving creative
consultancy which has grown
impressively in the digital media
sphere.
Problem Statement
Center Fresh was
launching a new
product variant in
the market called
Center Fresh Endless.
The accompanying
TVC campaign
(conceptualized Ogilvy
& Mather, Mumbai)
comprised of 3 films,
each emphasizing the
endless refreshment
offered by the product
by showing the
protagonists getting
stuck in a comical
endless loop. For
instance, one TVC
showed two men come
face to face in a narrow
doorway, trying to move
aside for the other
to pass, but instead
mirroring each others
movements and thus
blocking themselves
each time.
Our digital mandate
was to emphasize the
key proposition
that the new
products
flavour hit was
indeed endless
and engage
users in such
a manner that
helps them
experience
this Endless
feeling. Being a
launch, while it
was imperative
26
that the product be

central to the campaign,
we had to find a way to
demonstrate it digitally
and in a way that would
be engaging to users.
The key challenge was
to see what could be
enduring and yet not
boring, because when it
came down to it, what
would users really want
to be truly endless?
The one thing nobody
can get enough of
is a good story. So
we decided to make
#Endless storytellers
out of people. We began
with a simple post that
showcased the new
Center Fresh Endless
and a single line: It all
started with a chewing
gum. From here on,
we asked users to give
us the next line of the
story through Twitter
and help build a truly

#Endless story.
Users went wild with
their imagination,
tweeting whacky plots
that took the story
forward. Every hour,
the funniest tweet was
chosen to extend the
story, thus keeping it
endlessly fresh. The
chosen tweets of the day
were then illustrated
in comic book style
overnight and posted
the next day with due
credit to contributors.
At the end of three days,
we had a magnificent,
crowd sourced comic
book and till date, we
have users still sending
tweets to continue the
#Endless story.
The Strategy
DAY 1- Center Fresh
kicked off the contest
by sharing the opening
creative that had the
product and readIt all started
with a chewing
gum. Fans
started tweeting
continuations and
every hour for 6
hours, a tweet was
chosen to continue
the story.
The story began
with Gollum from
Lord of the
Rings holding
his precious
Center Fresh
gum and
hiding it on
Mars, while the
Avengers and
NASA launched
a mission to
recover the
gum. At the
end of the day,
the story was
in cliffhanger mode, with Gollum
waking up from a dream involving
Ram Gopal Verma and Rajinikant,
only to realize that his Center Fresh is
missing.
Gollum, the star

of the story, and
his precious
Center Fresh,
skyrocketed in
popularity in
just a matter
of hours, and
became one
of the top 10
trending topics
across India for 2
days.
The statistics were no less
overwhelming
More than 1000 participants in a
3 day period, with conversations
crossing 15,000
DAY 2- Picking up right where it left

off, the story was flowing in full force.
A total of 100 million impressions
Users introduced Batman into the
driven as a result of the
story, who teamed up with Gollum to
conversations
take on Rajinikant, who was now in
possession of the Center Fresh gum.
Unique reach of the tweets with
the #tag #Endless is more than 1
DAY 3- On the last day of the
million
campaign, the story hit its climax.
Fans started a battle between Rajini
and the team of Gollum and Batman.
Observations
The battle and the story ended when
Rajini threw the chewing gum,
As our mandate was to play on the
causing it to break the speed of light,
word Endless, we made sure that we
enter the future, and be discovered by come up with an interesting idea that
Gollums son.
could hook our followers. To have
Results
The campaign was met with
overwhelming response on Twitter.
Fans latched on to the zany concept,
and bought into the proposition of coauthoring the worlds first completely
crowdsourced story.
27
a fresh take on the much beloved

concept of comic strips and make the
consumer the owner of this worked
fabulously well.
What followed was that, while we
enabled our followers, it was they
who did all the heavy lifting for us
and took the campaign forward.
Oreo #PlayWithOreo
Mahindra
Go Gusto Rides
How Interface Communications
#PlayWithOreo Helped Oreo Woo Teens
And Increase Sales By 6%
The Client
Worlds No 1. Cookie Oreo, launched
in India in the year 2012. The brand
has since attained a prominent
position in the vast fragmented
biscuits category and has gone on
to become one of the top premium
cream biscuit brands in India.
28
The Agency
Interface Communications, a part
of the FCB Ulka Group, is one of the
fastest growing agencies in India. The
agency offers full service capabilities
with end-to-end creative and digital
solutions. Credited with handling big
brands like Nivea, Oreo, Mahindra,
Con-Agra, Blue Star etc.; the agency
has an enviable list of clients and
works across multiple sectors. It has
won numerous awards for its creative
and strategic effectiveness.
Problem Statement
the brand to be For kids

only because of the
kiddy perception it had
acquired over the years.
This gave us an
Kids are the largest
opportunity to become
consumers of cream
relevant to them by
biscuits and majority of
fulfilling a latent need in
the cream biscuit brands The Issue: How can Oreo their lives i.e. bringing
communicate only with shed its kiddy image
back fun and play
them. Oreo was no
and make itself relevant something that they
exception, household
and appealing to Teens
missed!
with kids (6-12 yrs)
and Young adults? We
accounted for 70% of
decided to speak to them The question facing us
sales for Oreo. Cream
on a platform where
was, how do we bring
biscuits category was
they were the most
play in their lives in a
witnessing slow growth, accessible and receptive way that would appeal
but Oreo had high
Social Media.
to them.
ambitions. Oreo wanted
to achieve incremental
Identified Objectives We developed the Social
growth and fast; and
Media Interest Analyzer
hence decided to bring
Quantifiable: Increase Model (SIAM) which
in new consumers to the
analyzed conversations
sales volume by 5%
category.
on Social Media to bring
out the top interest
Behavioral: Move
Oreo decided to upcategories that prevailed
from Brand for
age the brand by going
among this TG. Contrary
kids to My brand
after the next rung of
to the belief that a
amongst Teens
consumers Teens and
particular age group
and Young Adults
Young Adults The
would think and behave
(Increase the TGs
2nd largest consumer
engagement with the in a similar manner
segment for Oreo
and hence have similar
brand)
which the brand had
interests, SIAM revealed
never really focused
an interesting consumer
The Strategy
on and was also under
learning.
leveraged by the
During conversations
category.
Teens and Young Adults
with Teens and Young
Adults, we realized they had interests that
A story of Buts:
spanned a spectrum;
always kept going back
Qualitative research
from something like
to fun moments they
showed us, this TG
travelling that takes
had in the past. This
consumed Oreo often
a person around the
was because, growing
but only when it
world to Doodling that
up, their lives had
came home through
puts the world on page.
become increasingly
their younger siblings.
boring, monotonous and We realized one interest
Teens and young adults
area would not ensure
regimented, which left
loved Oreo, but they
cut through for the
no scope for fun and
never really asked for
entire TG and hence
playfulness.
it, as they considered
went ahead to identify
29
the multiple areas of

interest for them.
The interest buds we
discovered were:
Music and Dance
Photography
Art
Travel and Adventure
Dreamy and
Imaginative
We decided to use these
areas as entry points into
their lives and spread the
spirit of fun and play in a
way that would interest
them the most!
The understanding of
our TGs interests helped
us design a one-to-one
program instead of a
mass program to sharp
focus our communication
and build relevance.
Keeping in mind our
consumer learning
coupled with our
consumer life insight
we came up with
#PlaywithOreo.
#PlaywithOreo was a
platform that encouraged
them to look beyond the
dreariness of everyday
life and inspired
playfulness, imagination
and participation to
explore the many
possibilities in the
ordinary while making
Oreo a token of Play!
30
Each interest bud

transpired in a way to
#PlaywithOreo:
Music and Dance: Became
#PopIt and #PlayIt
Photography: Became
#ClickIt
Art: Became: #DoodleIt
Travel and Adventure:
Became: #FlyIt
Dreamy and Imaginative:
Became #ImagineIt
This ensured that we
reached all Teenagers and
Young adults, as at least
one of the above categories
interested each person in
our TG.
We phased our launch in
4 stages:
Introduce
We introduced the idea of
Play with Oreo to our TG
through a TVC.
We populated social media
platforms with popularly
consumed content formats
like Visuals, GIFs to
familiarize our TG with the
concept of #PlaywithOreo.
Attract
Created web films
to demonstrate how
consumers could bring
back spontaneity and fun
in their lives with Oreo. Eg:
For #DoodleIt we put out a
web film that showed a girl
Doodle around an Oreo etc.
Results
Quantifiable: Avg. Volume sales
during campaign period (Apr 15
Sep 15) grew by 6% compared to
pre-campaign period (Oct 14 Mar
15)
Click to watch the video:

These videos also invited them to
join the play and show us how they
#PlaywithOreo.
Engage
Ran contests designed around our TGs
interests to get them to engage with
us and bring some fun in their lives
with Oreo.
Amplify
Developed a virtual #PlaywithOreo
wall on PlaywithOreo.com where we
curated not only Oreos depiction of
#PlaywithOreo, but also entries sent
in by fans and followers. This content
was shareable on all popular social
media platform.
31
Behavioral:We showed our fans

new ways to #PlaywithOreo and in
return they showed us many more!
Teens and Young adults accepted
us with open arms! We achieved
a phenomenal reach of 25 Mn+
delivered at a frequency of 2+ with
101 Mn+ impressions and 9.2Mn
video views.
Facebook:
Added 1Lakh+ fans on Facebook
71mn+ impressions
Engagement Rate of 1.42%
Views 57k
CTR 3%
#1 Biscuit Brand In India
Featured Among top 5 FMCG
Brands in India
Twitter:
Added approx. 950 followers on
Twitter
1.9mn+ impressions
Engagement Rate of 6.01%

Views 22k
Achieved 27k mentions through
approx. 2500 users
#PlayWithOreo and #DoodleIt
Trended on India Trends
#3 Biscuit Brand in India
Video Platforms (YouTube,
Programmatic):
Approx. Impressions 11mn
Views: 8.6mn
View Rate: 78%
Among top 5 FMCG Brands in
India
#1 Biscuit Brand in India on

YouTube
Banners:
16mn impressions
CTR 1%
Source: Media Data and Social Bakers
(Ranking Basis number of fans on
Facebook, number of followers on
Twitter, number of uploaded video
views on YouTube) captured during
campaign period.
Brands like Ola Cabs, Taxiforsure,
Allen Solly, PayUMoney, 9XO and
many more jumped in and joined the
Play!
32
Observations
All competitive digital models assume
that each individual in a particular TG
would behave in the same way as any
other individual in the same group.
Our research showed us that a TG
defined by demographics is not
a Homogenous sect. Such a TG is
comprised of individuals with distinct
mindsets.
Traditional digital marketing models
fail to recognize and address the
heterogeneity within a TG and
address the group through a singular

theme, hence making it inefficient
in its attempt to appeal to every
individual in the TG.
Our insight was that heterogeneity
is at the core of the TG behavior and
so, any successful marketing model
requires to take into account distinct
mindsets within a TG to formulate a
one-to-one strategy rather than a mass
communication strategy.
Chevrolet Trailblazer
How Carat-Isobar India Helped Chevrolet
Sell 8 Trailblazer SUVs Through Amazon
India In 5 Days
The Client
Founded in 1911 in Detroit, Chevrolet
is now one of the worlds largest
car brands, doing business in more
than 140 countries and selling more
than 4.5 million Chevrolet cars and
trucks alone in a year. The Chevrolet
brand was introduced in India in
2003 and is now one of the fastestgrowing automotive nameplates
in the country. Chevrolet provides
customers with fuel-efficient vehicles
that feature spirited performance,
expressive design and high quality.
The Chevrolet portfolio in India
includes the Spark, Beat, Chevrolet
33
Sail, Sail Hatchback, Cruze, Tavera,

Chevrolet Enjoy and Captiva.
The Agency
Carat Isobar is a global full service
digital agency driven by the purpose
of delivering Ideas without Limits.
With a team of 4,000 working in
70 locations across 44 markets,
we combine creative, strategic,
technology and brand commerce
expertise to deliver positive business
transformation for brands including
adidas, Coca-Cola, Huawei, Google,
Enterprise, Kelloggs and P&G.
Problem Statement
Chevrolet India was
looking to launch its
SUV in the category,
Trailblazer in India.
Numerous hurdles were
pre-empted as the brand
had low awareness and
consideration in the
country and was facing
a tough time dealing
with all the negative
sentiments.
Trailblazer
being the
biggest
and most
powerful
launch,
the brand
was facing
a tough
competition
from
established
SUV brands
with proven
track records. It was
difficult to launch
its biggest and most
powerful SUV for
Chevy as brand that
was low in awareness
and consideration to
compete with SUVs who
were from established
brands and proven track
records.
The launch of the
Trailblazer was the
perfect time for the
34
brand to revamp its

image and position itself
as a highly aspirational
SUV brand.
The aim was to
position Trailblazer as
a highly aspirational,
best-in-class SUV, in a
manner that will make
people start looking at
Chevrolet in a new light,
leading to improved
brand score and more
consideration.
The Strategy
We planned a
multimedia approach
that would focus on
initiating consumer
experiences while
creating niche for
Chevrolet. With the
e-commerce industry
booming in the country,
it was the best time to
leverage their platform,
through a first-of-itskind association. We
partnered with the
biggest player in the

e-commerce industry,
Amazon India the
first brand to do so
and created a clutterbreaking solution.
This was supported
with seeded and organic
content on premium
Auto portals and social
media, which created
ample hype before the
launch and continued
till the sustenance.
We started
the prelaunch phase
by creating a
brand store
on Amazon
India where
interested
buyers could
pre-book the
Trailblazer.
We had an
exclusive
5-day partnership with
Amazon India.
Major impact properties
were used to drive
maximum traffic to
the brand store where
the users could book
the car. The booking
amount was kept INR
25,000. A total of 11
dealerships across
Delhi/NCR, Bangalore,
Kochi, Mumbai and
Thane were registered
on Amazon to sell the
Trailblazer bookings
online.
Display banners were
tactfully placed on
Auto portals along
with editorial content
through fixed and
managed placements.
Branded content was
also promoted on
social media to obtain
maximum reach and
divert traffic to the
Chevrolet website.
Keyword targeting was
done as per the brand pillar strategy,
i.e. Retention, Awareness, Conquest,
and Segment.
buyers with details

about the Trailblazer.
This entire innovation
successfully impacted
the launch and sale of
the majestic Chevrolet
Trailblazer, which
lead to a positive
transformation of the
brand image in the
country.
Results
8 bookings for Chevrolet
Trailblazer were sold through
Amazon India in 5 days
The much-awaited SUV of the

#Trailblazer trended organically
year, Trailblazer, was launched on
for over 3 hours
October 21st, 2015 at an on-ground
event. To create intrigue around the
The search volume increased
event, and make the entire nation,
by 400% as compared to its
a part of the launch, we tactically
competition, Toyota Fortuner and
planned a live webcast of the launch
Mitsubishi Pajero
event. The same was hosted and
promoted on news and auto portals,
Over 176 PR stories were generated
including India Today, The Hindu,
on top 10 news, business, finance
IBN Live, Autocar and Carewale.
and auto portals, which led to high
com. To reach the relevant audience,
brand exposure
we implemented custom segment
targeting on LinkedIns CXOs Network
Observations
and Business Traveler.
In the sustenance phase to continue
generating leads and pre-booking,
we promoted the Trailblazer brand
video on Facebook, YouTube and
video ad networks. The audience was
targeted basis their interests, namely
golf enthusiasts and travel lovers.
Geo-targeted ads were deployed to
drive footfall to the dealerships. The
Chevrolet brand store on Amazon
India continues to provide interested
35
Multimedia approach helped in

creating a lot of buzz around the
brand and generated positive
conversations around the strategic
partnership with Amazon.
This launch also helped in improving
brand imagery and consideration.
MTV
Great Go
Selfie
Challenge
Mahindra
Gusto
Rides
How MTV Digitals Great Selfie Challenge
Reached Out To More Than 8M Unique
Users For Panasonic Eluga S
The Client
The Agency
Panasonic Corporation is one of

the worlds largest electronics
manufacturers and their objective
was to launch the new Panasonic
Eluga S phone.
MTV Digital is a leader when it comes

to branded content. More than a 100
properties later, there is no genre that
we havent helped a brand conquer.
From travel to fiction and even reality
we have helped brands win over their
consumers using content. You want
branded solutions, we are only a
phone call/tweet/instagram away.
36
Problem Statement
The Strategy
The Panasonic Eluga S is a dream

gadget for every selfie addict. The
phone came with facial recognition
and eye tracking that clicked Selfies
with the blink of an eye. MTV was
approached to market the Eluga
S to an ever increasing audience
of screenagers who loved clicking
Selfies.
There was a dedicated website setup

calling for entries across India to be
a part of The Great Selfie Challenge.
We received participation from more
than 1250 selfie enthusiasts in 3
weeks, out of which 5 were selected
for the epic challenge. To make it
even more exciting, all the contestants
were given a limited budget of Rs. 1
lakh to complete all 7 selfie challenges
in 14 days.
The rage of selfies had already been
on for quite some time at that point.
So what stance would Panasonic and
MTV take on the new Eluga S?
And that is when The Great Selfie
Challenge came into being a one
of its kind show where 5 players
travel around India completing selfie
challenges in the quest for the most
epic selfie.
37
From taking a selfie at the

international border to surviving a
haunted selfie, clicking selfies with a
celebrity to clicking a selfie to support
their favourite cause, the contestants
thrived on the challenges and the
thrill of the chase.
The journey kicked off from Mumbai
and led the contestants across the
country on the quest to finish their
challenges. The Great Selfie Challenge
website was the

primary hub where
all the epic selfies
were uploaded by
the contestants and a
video accompanying
the story behind
the selfie was also
published in real
time.
For every challenge,
the contestants had
to get the maximum
votes on their selfies
to gain points and
maintain their
position on the leader
board.
At the end of the
journey, the players
got an additional
week to promote
their challenges and
boost their scores.
The contestant who
bagged the numero
uno spot on the leader
board at the end of
the voting round
was declared as the
winner of The Great
Selfie Challenge and
walked home with a
jackpot prize of Rs.
100,000.
This entire journey
was encapsulated
into weekly vignettes
for every contestant
and showcased on-air
along with 4 weekly
TV episodes which
covered their entire
38
journey and the story

behind their selfies.
Results
The Great Selfie
Challenge website
received more than 2
million sessions and
over 6 million video
views.
The campaign
reached out to more
than 8 million unique
users across Facebook,
Twitter and Instagram.
The selfie challenges
frequently trended on
Twitter and were a
rage with @MTVIndias
followers.
Observations
For Panasonic, the
Eluga S succeeded in
establishing itself as the
hottest launch of the
year for selfie addicts
and proved to be the
perfect companion
for diehard travel
enthusiasts across the
country.
Lenovo A6000 Launch

How Experience Commerce Generated
Demand For Lenovo A6000 At Flipkart
Flash Sale
The Client
Lenovo India is part of the $46
billion Lenovo Group a Chinese
multinational technology company
that manufactures, designs and
sells PCs, tablets, smartphones,
workstations, servers, electronic
storage devices, IT management
software and smart televisions. It
is also a Fortune 500 company with
operations across 60 countries,
including India, where Lenovo has
gained significant market share in the
last two years. And in 2015, Lenovo
India has disrupted the lower-to-mid
end smartphone market and become
the undisputed leader in the segment
39
The Agency
Problem Statement
Lenovo had been selling phones in
India for a year-and-a-half before
the A6000 came about. But it was yet
to make a dent in the smartphone
buyers mindset. While Indian
consumers regarded Lenovo among
the leading PC/tablet makers of the
world, they were yet to feel the same
for its smartphones.
We had to ensure the campaign

generated high demand and
Lenovo is able to sell half a million
A6000 devices and its variants,
and through Flipkart, make the
4G phone available to about 1,000
towns and cities in India.
Behavioral:
We had to position Lenovo as
an imaginative, youthful, trendy
brand in smartphones one that
would excite consumers who
were perhaps buying their first
smartphones (after doing due
diligence).
Our challenge was to reposition

Lenovo as a youthful and imaginative
proposition in smartphones, one that
could compete with popular local
brands as well as established global
names. We had to make sure that
Lenovo was in the consideration set
We had to bring about a
of smartphone buyers, something that
perceptional change about
had eluded them until then.
the brand in the minds of
impressionable, young phone
buyers. And improve brand
awareness levels and brand
We had two sets of objectives
consideration levels.
business and behavioural to achieve
for the client.
The Strategy
Business:
Strategy
Lenovo had to become the first

choice in 4G handsets in the sub10K segment (that constituted
about 65% of the Indias
smartphone universe).
Our chief strategy was to launch actor

Ranbir Kapoor (he is Lenovo India
brand ambassador) on social and
create real-time content with him on
platforms where most of our target
audience was, i.e. Snapchat, Vine,
Tumblr besides the usual suspects:
Facebook, Twitter and Instagram.
We had to fit into the 1:8 flash-sale

conversion rate on Flipkart (the
platform with which Lenovo has
an exclusive tie-up) which basically
means that 1 out of every 8
registrations on Flipkart translates
into a purchase. With this, Lenovo
was trying to reinvent its sales
model in India.
40
Ranbir was to be the creator and

the A6000 as the device of creation.
Our campaign idea was rooted in
tapping the power of real-time social
engagement while utilizing the star
actors appeal in our TG. And all this
with the A6000 at its

centre.
Execution
To build anticipation
around the launch,
we leaked the news
of Ranbir joining
social media to his fan
clubs. The excitement
in his fan base was
who subsequently
flooded the web with
reviews even prior
to the launch (Ranbir
Day). The eagerness and
anticipation among tech
enthusiasts grew by day.
Then came the reveal
phase where we
launched Ranbir on six
social media platforms
understandably
palpable. So much so
that #WelcomeRanbir
started organically
trending on Twitter
and occupied top two
trend spots for over
48 hours, even before
#RanbirHitsA6 started.
at a go. What does

Ranbir do when hes on
social media for the day?
He creates supercool
content and interacts
with his zillions of fans.
And ably aiding him
in that pursuit was the
Lenovo A6000.
Following that we leaked

images of the phone
to select technology
bloggers in Bangalore
Ranbirs eagerly awaited

first Facebook post was
done using the voice
to text feature on the
41
phone. After that came

a series of innovative
Vines, cool Instagram
selfies, fun tweets
and little GIF-sets, all
created, packaged and
delivered in a jiffy
through the A6000.
The audience lapped it
up. Live engagement
soared by the minute.
#RanbirHitsA6 on social
became the talk of

town, with the microsite
on Tumblr curating
everything of the
activity.
Ranbir Kapoor became
Ranbir KA6000R for
the day and broke the
internet so to say.
Results
The unique combination of

engagement plus performance
marketing led to a total of 1.8
million clicks on Flipkart. We
received 2,55,000 registrations for
the first flash sale. On the day of
the sale, 10,000 units that were
made available flew off the shelves
in 2 seconds.
In the next flash sale, 20,000 units
were sold in 3 seconds, followed
by 30,000 units in 4 seconds in the
last. And in six months, we sold
3,00,000 units of the A6000 making
us a bestseller in the under-10K
category.
In six
months,
Lenovo
had sold
1 million
units of
the A6000
and its
variants
A6000
plus and
A7000, becoming the leading 4G
smartphone manufacturer in the
lower-to-mid end of the market. Its
market share in smartphones went
up to 4.4% from 1.5% a quarter
ago. Lenovo A6000 also became
one of the most-searched items on
Flipkart.
Lenovos brand awareness levels
went up from 15% to 26%, and
brand consideration climbed from
11% to 18%. Wed managed to
break into the consideration set of
budget smartphone buyers.
On Twitter, #RanbirHitsA6
42
trended in the top spot for over 48

hours and generated 30 million
impressions. With this campaign,
Lenovo Indias Twitter following
shot up to above 70K from less
than a thousand.
Observations
We realized that real-time-marketing
works wonderfully with the millennials
because they lead heavily plugged-in
lives, and most of their awareness and
education about brands happens on
social.
Ranbirs
presence
ensured
that
Lenovo
was able
to attract
attention
from the
massive
filmloving
section of
the TG. The stars popularity created a
ripple effect that benefited the brand.
Also, filling a vacuum that existed
Ranbirs absence from social media
turned out to be a masterstroke.
Romedy Now #RomedyTrail

How Skarmas #RomedyTrail Indias Tastiest
Social Media Driven Race Generated Over
46M Impressions
The Client
The Agency
Romedy NOW is the No. 1 English

General Entertainment Channel,
showcasing the most romantic
movies & happiest series! Catering
to the urban affluent audiences,
The Happiest Place on TV offers
an experience which is optimistic,
uplifting and leaves you wanting for
more! #lovelaughlive.
Skarma is a growing Mumbai-based

creative agency founded in 2010
committed to providing the spark to
their clients ideas and connecting
brands with their customers and
networks. Skarma believes that
creativity is essential to the evolution
of an idea and adapts an approach
to derive the most holistic strategy
possible.
43
Problem Statement
Raising awareness for the
movie Chef airing in India
for the first time on Romedy
NOW and engaging people
on our social channels.
Drive engagement and
build buzz for Chef
through a digitally driven
on-ground activity for 360
degree impact.
The Strategy
The strategy of #romedytrail
was a multi-city race that
unites travel, food and
social media which are
the core elements of the
movie Chef. The trail was
held in Mumbai, Delhi and
Bangalore with 10 teams
participating from each city.
Each participating team
had to perform tasks that
were driven through social
media. Upon completing
the task, the participants
would get to eat delicious
food at exclusively selected
restaurants of the city,
complete the trail to win the
Romedy trail.
Execution
To assist with the trail,
Romedy NOW partnered
with Uber and WOW Tables.
A microsite (romedytrail.
44
com) was created which

spoke about the activity and
allowed users to register
for the trail. To drive
participation the trail was
promoted on Romedy NOW.
Social Media was used
heavily to drive entries via
witty and compelling posts.
Post screening and
evaluation, teams of 3 were
chosen from each city and
announced on social media.
Since this is a race, starting
locations for each city were
disclosed a day before the
race. As a buildup towards
trail day, posts were
shared on social media to
encourage and motivate the
participants.
On the day of the trail,
tweets were sent out from
the Romedy handle to
the team leaders from
the 3 cities asking them
to decipher the name of
the movie based on the
plot of the movie that was
shared in 140 characters
(#Romedy140). Upon
answering correctly, the
list of restaurants for each
city were shared with the
teams.
Upon reaching the
restaurant, teams were
asked to perform tasks
[tweet based, video based
and photo based] that
were driven by Twitter.
Post which, they had to get
a certain no. of RTs to be
apprised of the dish to be ordered at

the restaurant. Teams had to eat at 4
restaurants as a part of the race, post
which they would have to reach the
pre-defined end point of the trail.
The end location was only revealed
to the teams after they had uploaded
a collage of all the activities they
did during the day and received 50
Retweets on the photo.
In order to maintain an even keel for
all teams, there was a Leaderboard in
place, on the microsite which showed
the position of each team from the
3 cities. All tweets had to use the
hashtag #RomedyTrail to be eligible to
be counted.
Results
In less than 3 weeks, #RomedyTrail
generated more than 46 million
impressions worldwide with @
RomedyNOW receiving more than
7218 mentions from 1309 users.
Of the 7218 mentions, 5341 were
re-tweets, 1298 replies and 579
regular tweets.
whereas the overall engagement

rate of #RomedyTrail was 3.3%.
#RomedyTrail was trending in
Mumbai for 4 hours collectively, in
Bangalore for 2 hours collectively.
@RomedyNow and #RomedyTrail
were also trending in India for this
activity.
Observations
Pre-empting tweets such as the
Romedy140 and the other clues
beforehand allowed the execution
process to be a lot smoother.
Having the restaurant handles
converse with the Romedy handle
and the participants would have
added a more wholesome experience
to the entire event.
Due to the immense success of the first
edition, the introduction of the concept
of #RomedyTrail in a new city every
month could help in the creation of an
IP for Romedy NOW.
Each tweet received an

engagement rate of at least 50%
45
Cadbury Dairy Milk Fans Of Joy

How DigitasLBi Achieved 146M
Impressions & Over 5000 Entries For
Cadbury Dairy Milk Fans of Joy
The Client
Cadbury Dairy Milk is the benchmark
for quality in chocolates in India,
loved across all age groups,
sometimes saying it better than
words. A bar of pure delight, offering
the real taste of life
Marked by its higher milk content,
Cadbury Dairy Milk was launched
in India in 1984; a progression of the
Cadbury Milk chocolate bar initially
brought to India in 1948. In the next
three years, Cadbury India launched
46
variants of Cadbury Dairy Milk such

as Fruit & Nut, Crackle and Roast
Almond
The Agency
Over the past 6 years, DigitasLBi
has focused on helping our clients
transform their business for the
digital age. We have evolved the
clients businesses through solutions
that arise from business expertise and
understanding of the digital space;
by delivering a long term perspective
and measurable results.
Problem Statement
their joy and expressing themselves

like no one is watching them and
hence the campaign is called Fans Of
Joy
Moving from Kuch Meetha Ho

Jaaye to Shubh Aarambh to Dil Jo
Keh Raha Hai Suno back to Kuch
Meetha Ho Jaaye, Cadbury Dairy Milk We asked the fans to free the joy
constantly changed the positioning.
and share their images celebrating
team Indias every achievement, be
For the campaign related to ICC World it a boundary or winning the match.
Cup 2015, Cadbury Dairy Milk decided To ease the process for the users,
to stick to the global positioning of
we used WhatsApp as the primary
Free the Joy.
platform for them to share the
images. Besides,
When all the other brands would
Facebook,
talk about the game and the event,
Twitter & the
Cadbury Dairy Milk had to break the
microsite were
clutter and do something innovative.
also available
for the fans
Besides, Cadbury Dairy Milk was not
to share their
an official partner of the ICC World
images
Cup 2015. Running a campaign
around the world cup but not
mentioning the official terms
anywhere in the content was a
bit tricky
To reach out to the
masses, we ran ads
on Facebook for
Feature Phone for
Make Cadbury Dairy Milk
people to give a
the enabler of people freeing
missed call and they
their joy.
would get a call back
where they could share their voice
Increase the consumption on all
celebratory occasions, big or small. messages to support team India
The Strategy
As gratification, select images were

shared on the microsite and the social
media properties of Cadbury Dairy
Milk. The biggest gratification being:
for every match, like man of the
match, we picked the best of images
shared and showcased the fans as
Fan of the Match in leading dailies
To break the clutter, instead of

celebrating the game and the event,
we decided to celebrate the fans
which raise the scale of the event.
While watching the match, fans
scream, yell and jump with joy at
every boundary or a wicket taken. We In parallel, topical content and
wanted to capture these fans freeing
Twitter contests helped us keep the
47
engagement going
on, on the days when
there would be no
matches
Results
The campaign
had an amazing
response and this
saw it achieve an
estimated reach of 146 million
impressions and over 5000 entries
were received.
The campaign also got mentions in
Bestmediainfo and indiatelevision.
com& featured as one of the most
engaging brands on Twitter Brand
Index for #CWC15.
Observations
The campaign was a huge success
in all the means; achieving the
objectives, delivering the message and
engaging content. Official association
with ICC, brand positioning and
breaking the clutter were the
challenges Cadbury Dairy Milk
overcame.
48
Citi #WhatsNewThisDiwali
How MEC Globals #WhatsNewThisDiwali
For Citibank Saw The Highest Ever Monthly
Credit Cards Spends Volume
The Client
companies across India.
Committed to India for over 110

years, Citibank N.A., India takes pride
in being a premier locally embedded
financial institution, backed by an
unmatched global network. Citis
presence in India spans 45 branches
across 28 cities and is the preferred
banker to 45,000 small and mid-sized
The Agency
49
MEC Global is one of the worlds

leading media agency networks. Our
5,000 highly talented and motivated
people work with category leading
advertisers in 90 countries and we are
a founding partner of GroupM.
Problem Statement
When it comes to numbers, Diwali
gets bigger and bigger every year.
About 40% of consumer shopping
is done in the quarter surrounding
Diwali and this year alone the
estimated consumer purchases
were approximately $6billion
(Source: Business Standard).
Grabbing a high share of sale in
this period is obviously critical to
a credit card brands success. It is
also a great time to acquire new
customers.
However, with the brands setting
an estimated Rs.2000 Crs for digital
media spends alone, one could
imagine what kind of advertising
marathon it would be to chase our
audience and achieve a reasonable
share of voice.
It was very easy to get lost in the
communication chaos during the
festive season.
Citis festive offer line-up was
undoubtedly impressive. However,
the festive season is also marked by a
lot of noise and a sea of sameness
Dhoom Dhamaka offers on the one
hand to saccharine-coated family
bonding stories on the other. The
strategic communications challenge
therefore was to be able to break
through the clutter, without breaking
the codes of the festive spirit.
Citi, like all financial players, looked
at this as a great opportunity to:
50
Drive card spends Achieve

growth of 10% over last year same
period.
Aid new acquisitions Target
20% increase in credit card
applications and 30% increase in
loan applications, over same time
last year.
Building Citi brand preference
Meet the cards brand preference
target of 67, set for the year.
The Strategy
Market Trends
The key consumer & cultural insights
behind the design of the festive
campaign were:
Buying goods (now increasingly
online) & gifting to loved ones
being part of age old traditions and
considered auspicious.
High ticket shopping put on hold,
in wait of deals & deep discounts.
Large part of the online consumers
time being spent on Social, where
fresh & talk worthy communication
creates conversations & breaks
clutter.
The big idea
The spirit of Dussehra and
Diwali encompasses renewal
and enhancement. We get new
clothes, buy new things, replace old
appliances with new ones and above
all gift our loved ones. We do this
year after year. The insight was in
the irony of the spirit of

sameness of celebration.
Like everything else,
people want to make
their lives interesting
and get away from
monotony. So could we
get them to talk about
something absolutely
new to celebrate this
year, which goes beyond
the monotony?
While decoding the
category, product
(credit cards), Citi bank,
category and Indian
culture we
realized that
this festival is
about optimism
and finding
interesting
experiences.
People chase
deals and
offers to
not only fulfill their
aspirational desires but
to also, surprise their
family and friends
new this Diwali for my

loved ones.
To this end, a large
integrated campaign
was built around three
major pillars:
Deep discount offers
to drive usage
With e-commerce
shopping estimated at
2.5 to three times of
previous year during
Diwali, we offered
offers & deals at
leading brands across
categories like for

shopping (Flipkart,
Amazon), travel
(MMT), electronics
(Vijay Sales, Apple).
In line with our

understanding of
An online festive
category, brand &
sale for acquisition
product truth set against
First ever Festive
consumer insights
online sale on
& Indian cultural
Financial Products
codes, embedded in
was executed, where
the festive season a
attractive deals were
social led campaign
put across for credit
was designed with the
cards and personal
singular expression
loan, for a 15-day
#WhatsNewThisDiwali,
period, to generate
the key insight being I
leads and drive fresh
want to buy something
acquisitions for the
51
brand. The intent

was to leverage Sale
sentiment prevalent
during Diwali
season, coupled
with a compelling
proposition.
Communication
Strategy
Building on the strong
Diwali festive codes to
highlight the aspects
of festival of lights e.g.,
sweets, colors, sparkle,
energy, optimism,
brightness,
the two most
common boxes
associated
with Diwali
are sweets
and crackers
were leveraged
upon. To bring
the point of
#WhatsNewThisDiwali,
Citi added a twist to
these cultural codes by
replacing the crackers
and sweets in the box
with electronics, airline
tickets, groceries, etc.
Media Strategy
An integrated campaign
was build around
several all-inclusive
elements. To build a
quick reach & gain
mindshare, we used
owned and mass media
including E-mailers,
SMS, IVR, Citibank
Online Home Page, Citibank online

chrome notifications, ATMs, Ubiquity
walls at branches, etc.
To remain high on Social Quotient,
while being Mobile Led the below
media elements were utilized:
1. Content Marketing via Thematic
videos to bring alive the
#WhatsNewThisDiwali concept
2. Innovative
Activation:
An on-ground
activation,
using
augmented
reality to
celebrate
Digital Diwali,
bringing the spirit of newness and
novelty never seen before to life.
videos on the festive theme, to create

buzz & engagement on digital /social
media (YouTube, mobile networks,
Facebook). The videos captured cute
family moments around celebrating
& gifting on Diwali, with a twist and
brought a smile to the viewers.
Innovative Diwali Activation at DLF
Place, Saket, one of the leading hot
spot for Citi target audience, enabled
people to celebrate an altogether
Digital
manner using
Augmented
Reality. People
could burst
crackers, open
gifts, make
rangolis
virtually and
share their idea of gifting & buying
new items this Diwali.
3. Hyper-Personalization via real time Starting with a key mall, the activity
offer delivery based on location
was further amplified on social. A
short video was released on social,
4. Contextual Targeting via Digital
which captured the interesting idea of
Chasers, chasing key brands apart
the campaign and got people talking
from Custom Audience & look alike about their experience at the venue,
marketing on Facebook to drive
expressing thrill and excitement.
acquisition & usage.
Hyper personalized Real Time
Execution Pillars
Precision Advertising at the
moment of truth to disseminate
The festive campaign had several
location specific Citi offers across
elements, including many First
key shopping hotspots in 4 metros,
Ever marketing
based on
initiatives for the
geo-fencing
bank:
capability.
Content
Marketing
through
engaging &
thoughtful brand
52
1. Consumer
enters a mall,
is looking for
a relevant
place to shop
or dine and wants the right deal/

discount to be told to him.
The brand has set a new benchmark

for its marketing campaigns using
an integrated execution approach
2. We will send him the relevant offer and garnering maximum eyeballs &
through a location specific in-app
engagement. This campaign was able
banner
to connect with the audiences at a
personal level and people could relate
3. The banner takes the consumer
to the meaningful hashtag very easily.
to a list of offers in the vicinity &
Some of the highlights of results
also allows the user to apply for a
across metrics are as follows:
Citibank card.
Business
Contextual marketing using Digital
Chasers, for desktop & in-app
Highest ever monthly Credit Cards
browsing, to re-target consumers
spends volume, an increase of
11% over last year same period
against target of 10%.
53% jump in credit card
applications (YOY compared to
Diwali fortnight last year) against
target of 20%
101% jump in personal loan
exposed to relevant partners category
applications against target of 30%
(YOY compared to Diwali fortnight
or brand communication. This is
last year)
to ensure media spends efficiency,
while being contextually relevant to
the target group. We chased popular
Brand
players including Flipkart, Amazon &
Apple on Yahoo, BBC app, etc over the Highest ever Cards Preference
Score @ 70%, an increase of 4
duration of the campaign.
percentage points over last year
same time against target of 67%.
We also did Custom Audience and
Look Alike Marketing through Citi
Social/Digital
India Facebook platform, to send out
customized Usage & Acquisition offers
More than 5M views for the 3
to our clients and prospects present
videos, across social media in less
on the platform, as part of Online
than a weeks time.
Festive Sale. A wide range of interest
based filters were applied to optimize
Over 200M impressions with an
efficiency and better target users.
engagement rate of 8.3%.
Results
53
Crossed 7M reach
Reached around 1.1 million

customers on Facebook alone and
engaged with 136 thousand people.
Also, FB recorded: PTAT(People
Talking About This) 5.72 million,
Clicks 13,000 and Engagement
rate -14%.
Twitter trending four times during
the duration of the campaign.
Coverage by popular blogs & digital
PR sites such as AFAQs, OneIndia,
First Post, Social Samosa, etc.
Observations
Content with personal touch and/
or some interesting twists, which
audience can relate to is widely
shared on social media.
Given the limited attention span of
users, getting the message across in a
crisp manner is essential, hence the 30
seconds video surpassed target views,
and with optimal spends efficiency.
Hyper-personalization captures
peoples attention be it
acknowledging the name, profile,
location or specific behavior or search
pattern of the consumer.
Offers & deals especially time bound
& exclusive ones grab attention and
force immediate action, resulting in
higher spends & leads.
It always helps a brand to integrate
the message with local codes, hence
the bright colorful creative appeal to
go along with the spirit of the festive
mood!
54
IBM ScoreWithData
How Ogilvy Created The Most Successful
Lead Generation Campaign Till Date For
IBM In 45 Days
The Client
IBM is one of the worlds largest
information technology companies
in terms of revenue for the past
50 years. IBM products include
hardware and software for a line of
business servers, storage products,
custom-designed microchips, and
application software. It also derives
revenue from a range of consulting
and outsourcing services. With the
advent of the low-cost microchip,
the personal computer, distributed
computing, open rather than
proprietary standards, and the
Internet, IBM has seen its position of
dominance challenged as the world
55
of information technology no longer

revolves around a single company.
The Agency
OgilvyOne Worldwide makes brands
more valuable to customers, and
customers more valuable to brands.
We have a diverse network of
specialty companies and strategic
partnerships to help deliver the best
Customer Engagement solutions to
clients around the world. We are
more than 5,000 employees in over
100 offices across 68 cities covering 38
countries. But were at our best when
focused on an audience of one.
Problem Statement
Staying completely off conventional

cricket-related social media content
Is there a way IBM could make data
that treads on live scores updates,
and analytics relatable, so as to drive live commentary and trivia, IBM
preference and consideration for IBM shared dramatically different data-led
Analytics, by creating a sales-enabling insights. This included,
conversation starter?
1. Moneyball moments in cricket for
the first time effective players
in the context of each match, in
Showcase the prowess of IBM
association with Wisdens Impact
Analytics over 45 days of 2015 ODI
Index.
Cricket World Cup, to create broad
awareness of IBMs analytics solutions 2. Most talked about moments and
and attain prospective leads of:
trending sentiments using social
media data on each match.
The Decision-Makers: 50 C-level
CEO, CIO, CMO, etc.
These were shared for every single
match played during the 45-day
The Decision-Influencers: 400
tournament.
C-level reportees Marketing
Manager, IT Manager, etc.
The insights were then amplified both
socially and digitally.
The Strategy
Be the first real-time, Twitter-driven
cricket-insights reporter for 2015
World Cup.
On Social
Systematic content calendar, on a dayby-day basis for 45 days.
A 24/7 live, social newsroom on

Insights were showcased as vibrant
Twitter churning out real-time, never- visual infographics.
seen before insights on every match
that was being played. Amplified
On Digital
through digital, social and TV.
Deployed different ways of native
56
advertising like text ads, publisher-led IBM garnered in a strict 45-day timeperiod is a noticeable one.
articles that clocked over 1,000,000
impressions over 45 days and average
time spent being up to three minutes. Amazing achievement of prospective
leads given the fact that the product
was a high-end solution and the
Targeted advertising on LinkedIn,
decisionGmail, eDMs
makers
and display
on the
advertising.
purchase
On TV
of the
product
Co-branded
are the top
promos, TV
executives
spots, halfof different
an-hour
industries.
segments
of World
Never
Cup Insights
before has such an exercise been done
were all used to amplify the insights
by any other competitor or IBM in the
generated by IBM.
market, using Cricket.
All of the above resulting in an
Results
increase in conversations around IBM
Analytics in comparison to the extent
Most successful lead generation
of conversations on social prior to the
campaign till date for IBM in
World Cup.
just 45 days generating 2333
prospective leads.
In 45 days, campaign achieved 87
C-Level prospects and 655 C-Level 1 prospects and an overall reach of
556,235,000
We were able to connect a big ticket

event appropriately and successfully
with a brand and its messaging
(around analytics).
Watch case study video
ScoreWithData found 3488

mentions, 6000 clicks and 2,174,000
profile vists.
IBM became the only B2B brand to
feature in the #CWC15 brand tweet
book a seal of approval from
Twitter itself.
Observations
The kind of reach and engagement
57
Dell #ShareTheJoy
How Gozoops #ShareTheJoy For Dell
India Leveraged The Festive Spirit To
Reach Out To Over 45.7 M Digital Users
The Client
Dell India Incorporated as Dell
Computer India Pvt Ltd. in Bangalore
in 1996, Dell has been among
the fastest growing technology
companies in India and continues to
be among the top three today. Dell
India accounts for the companys
largest employee base outside of the
United States. Customers throughout
India in large enterprises, small and
medium businesses, at home and in
government organizations choose
Dell to be their trusted technology
solutions partner.
58
The Agency
Gozoop - A Global Digital Marketing
Services and Product company of
150+ passionate digital intrapreneurs
serving over 80+ of the worlds top
brands like Mumbai Indians, Dell,
Ferrari, Asian Paints, Discovery
Channel, Mad Over Donuts,
ITC, Myntra, among others across
India, Dubai, Singapore & New York.
5 year old Gozoop ranks No. 1 in the
Professional Services Industry &
also makes it to the list of Top 100 Best
Places to work for in India in 2015.
Gozoop is the only Digital Agency
to have featured on the list for 2015
published by The Economic Times.
Problem Statement
Come festival season, and almost
every brand colors itself with the joy
and spirit of the festivities. This year
wasnt any different either. And this
was a key challenge for Dell India
to create relevant and memorable
communication that encapsulated
the contemporary nature of festive
celebrations. The clutter of festive
communication notwithstanding.
On digital, the aim was to be a part

of the social conversations around
festivals and encourage more and
more users to share their stories of
how they #Sharethejoy and inspire
others to follow suit. We initiated this
with a digital first launch of our TVC,
almost 15 days before the TV debut.
The TVC, shared on Facebook, Twitter
and YouTube garnered more than 10
lakh views in the first week alone.
We focused on the major festivals in

India kicking off the campaign with
Onam and Raksha Bandhan, followed
To present Dell technology as a way to by Ganesh Chaturthi, Navratri and
make festive spirit go viral and touch ending with Diwali.
as many lives as possible.
For Onam, we engaged with
the audience with an exclusive
The Strategy
application on our exclusive My Dell
Rewards.
#SharetheJoy was
Using the
chosen for its
concept
simplicity and depth
of the
it is at once an
Pookalamarticulation of the
an intricate
Indian festive spirit,
and colourful
a call to action and a
arrangement
shareable currency.
of flowers
laid on the
The insight is based
floor we
on a simple yet
created
powerful idea of
Users could
the viral nature of
create and
happiness i.e., doing
send their own E-pookalams to their
one good deed ends up inspiring
friends and family on Facebook
many others to do the same. It
and earn points. These points were
doesnt have to be something huge or
redeemable for a discount on Dell
extraordinary, but little gestures that
products.
go a long way in spreading joy. The
concept of #ShareTheJoy recreates the
Special offers on select Dell products
sentimental value of festivity, as we
were also promoted along with
seek to celebrate with our customers
regular content during the festive
and watch the happiness grow.
period. On Twitter, we engaged in
conversations with users who created
59
the e-pookalams on Facebook and

shared the images with us.
Post Onam, we launched www.
sharethejoy.in a microsite which
showcases all the moments shared
by our fans on social platforms using
#SharetheJoy. The concept of the
microsite was to get users to light
up the letters of Share the Joy by
sharing their festive moments. For
each letter a featured moment was
showcased on the microsite.
For Raksha
Bandhan,
we took
the
nostalgic
route and
asked
our fans
to share
the most
special
moment shared with their siblings
using #SharetheJoy.
On Twitter, a unique program called
Listen and Respond was implemented
to have one on one conversations.
In Listen and Respond, we tracked
tweets using festive
related keywords
and engaged in a
conversation to
get them to Share
the Joy with Dell.
Conversations were
initiated that covered
generic topics rather
than pushing the
product. Fans were
eager to interact with
a brand like Dell.
60
Even though were using competition

products they enjoyed having
conversations with Dell. The best
part? All these conversations were
driven organically with virtually no
paid support.
Since Instagram is a highly visual
platform, we focused on Navratri
colours to urge users to share their
festive moments with Dell. Our
followers shared their favourite
festive moments for each colour of the
day for nine days of
Navratri. For Diwali,
we leveraged all our
social platforms and
encouraged people
to share their festive
moments with us.
We also teamed
up with micro
storytelling platform
Terribly Tiny Tales
to showcase stories beyond sweets
and crackers and showcased the
warmth and brightness of Diwali.
11 tales were curated and posted on
Facebook, Twitter and Instagram with
a whopping 1.8 thousand comments,
180 thousand likes and over 5.6
thousand shares!
Throughout the
campaign we
showcased the best
moments shared by
our fans on all social
platforms. At the end
of the campaign, two
videos were created
showcasing some of
the best moments
received throughout
the 3 month long
campaign.
Results
idea of sharing happiness resonated

well with our audience and helped
establish Dell as the No. 1 choice for
consumers this festive season.
#ShareTheJoy reached more than

29 Million users on Facebook and
over 14 million users on Twitter.
On Twitter we generated over
15000 conversations and engaged
with over 8000+ users.
Share the Joy TVC on YouTube has
over 25 lakh views+ counting and
over 85K views on Facebook.
Dell India gained over 10,000
fans on Facebook and over 2,000
followers on Twitter.
Instagram saw more than 2000
entries with #SharetheJoy.
For Listen and Respond, we
engaged with over 300+ tweets and
received a whopping 100% positive
sentiment.
On Terribly tiny tales platforms,
Share the joy reached over 2.7
Million.
Observations
Festivals are all about festive spirit,
which brings out our best selves and
creates a stage for us to spread cheer
among others. Any act of niceness is
inspiring and has a cascading effect.
And with technology, we can share
the joy like never before.
Through ShareTheJoy, Dell India
was able to make its mark in the
highly cluttered festive market. The
61
Cafe TC Liquor Ticker

How Dentsu Webchutneys Innovative
WhatsApp Hack Grew Sales For Cafe TC
By 28%
India by developing award winning

and memorable experiences for
brands to connect, engage with and
Cafe TC, a popular restaurant and
build sustained relationships with
bar in Delhi NCR, is known for great
their consumers online. Dentsu
customer experience. Recently,
Webchutney is a team of over 200
it underwent a revamp from
digital marketing professionals across
Turquoise Cottage to Cafe TC.
New Delhi, Mumbai and Bengaluru.
Our clients include Flipkart, Unilever,
Coca-Cola, Bacardi, Airtel, ITC, Skore
The Agency
Condoms, Budweiser and Google
Ranked as Indias No. 1 Digital Agency, among others. We work with them in
Dentsu Webchutney is a member
areas of online advertising, website
design, mobile marketing and social
of the Dentsu Aegis Network and
works with leading companies in
media.
The Client
62
Problem Statement
When Cafe TC
underwent its
makeover, it had a
clear task at hand to
promote its new look
and feel, new menu,
new offers, happy hours
& more to its valued
customers. The TG was
the young and urban.
The only problem?
Promote in limited
budgets.
sell ads. And spamming

was not our idea of
advertising.
This was the biggest
challenge ahead of us
but we saw it like an
opportunity. We also
learnt that there have
not been any great
Results
To promote the
revamped look, new
menu, new offers and
more to the young
audience who are
always connected
and hooked to their
phones.
Engage the core TG
without sounding
un-cool to them and
staying away from
regular advertising.
The Strategy
Limited budget and a
clear understanding of
our TG made us consider
a medium that was the
most popular among our
core group. A medium
they spent most of their
time on WhatsApp. But
then, everybody knows
that WhatsApp doesnt
63
Facebook & Twitter,

we asked the fans and
followers to add our
mobile number and
look us up on WhatsApp
for a never-seen-before
surprise. They were also
encouraged to take a
screenshot of an offer in
order to avail it at their
nearest bar.
marketing campaigns
using WhatsApp barring
a few international
ones. Lets say this
became a starting
point for us to think
and create something
unprecedented.
The Execution
We modified
WhatsApps API to
convert the WhatsApp
status into a running
ticker and the profile
pics into GIFs!
Then we took all the
content from the new
logo, new menu, new
gigs and new offers, and
put it up on the ticker
we created. We called it
the Liquor Ticker.
Using existing properties
The
engagement
soared. The
enquiries for
table booking,
new menu and even
how did we do this?
went up by a staggering
117% while the sales
shot up by 28% during
the campaign period.
Watch video
case study:
Observations
Go Beyond As
advertisers, we really
need to push the
boundaries of the
medium. WhatsApp
didnt have any ad
space. So we created
one!
Content Will Always Be
The King If the content
is interesting, people
would engage on their
own. One need not hardsell.
DBS India Chilli Paneer 2

How Chilli Paneer 2 Reached Out To
260K+ Unique Visitors & Helped Build
Brand Awareness For DBS India
The Client
across 50 cities in 17 markets. DBS

India is headquartered in Mumbai
and operates in the country through
its 12 branches, present in Bengaluru,
Chennai, Cuddalore, Kolhapur,
Kolkata, Moradabad, Mumbai, Nasik,
New Delhi, Pune, Salem & Surat.
DBS Bank, headquartered and listed

in Singapore, is one of the leading
financial services group in Asia. It is
a market leader in Singapore with a
customer base of over 4 Million and
has a strong presence across South
East Asia. DBS provides a full range
The Agency
of services in consumer, SME and
corporate banking activities across
Multiple agencies Sapient Nitro,
Asia. Currently, the bank has presence Futuready Media
64
Problem Statement
While DBS has a strong
brand across Asia, its
presence in India has
been quite limited and
its awareness was quite
low. With changing
paradigms of how
customers typically
interact with brands
using digital media, it
was important for the
brand to embrace digital
platforms and have
strong content which
their target customers,
typically aspirational
Indians could connect
to.
The primary objective
was to build brand
awareness. The
approach was to engage
with people through
unique storytelling
formats. Food
continued to drive
conversations in DBS
Chilli Paneer 2. With
the added layer of
interactivity built in,
the attempt was to let
the consumer control
and co-create the story
of Ken and Asha with
the bank playing a key
role in each of the eight
possibilities.
The aim was to build
on the awareness from
Chilli Paneer 1. The
65
aim was to leverage the

600,000 engagements on
the first installment of
Chilli Paneer film.
The Strategy
The challenge lies in
providing an exciting
experience for the
audience, where
technology helps in
building an interactive
element to the film,
without being a hassle.
Chilli Paneer 2, a
seamless continuation
of Asha and Kens love
story in Chilli Paneer
1, was filmed with 8
different endings, giving
the viewer two choices
to choose from at 4
cliffhangers throughout
the interactive film.
heavy rig for hours on

end to create a realistic
point-of-view angle for
the film, amongst many
others.
The strategic approach
consisted of following
steps:
Content Creation
Content Seeding
Content Amplification
Engagement (which
resulted in creation of
more stories)
The social media
channels used included:
YouTube
Blog
Twitter
Facebook
In addition to the film

communicating through
YouTube wasnt
social media channels,
supportive of such
the chief protagonists
seamless branching
Ken & Asha were active
narrative and the team
on Social Media and
wasnt enthused by the
people could interact
option of a film told over
with them. Kens
10 windows or tabs. The
food blog and Ken &
solution was to host it
Ashas Twitter handles
on a microsite. It was
provided people an
a great coalescence
opportunity to interact
of multiple factors
with the protagonists.
that made the film a
success it called for a
Social Media was
rigorous director with
supported by a
a vision, a perfectionist
360-degree marketing
scriptwriter who
campaign that also
continually fine-tunes
spanned print and radio,
the script, and a gifted
along with on ground
cameraman who bore a
activation and an
intensive PR activity.
Key Activities
Videos
While Chilli Paneer 1 was released in
episodic manner on YouTube, Chili
Paneer 2 was hosted on the microsite,
which facilitated getting viewer input
at each juncture of the
story and leading to an
ending based upon their
choices.
In addition to these,
several tactical videos
that showcased product
and service aspects of
DBS Bank were also
created and shared. These videos
were typically of around 30 seconds
and promoted using different Social
Media channels. These were also
promoted through WhasApp by
using sales team and their network
(many of them who happened to be
customers/ prospects)
film and activities centered around it,

Facebook also became a platform for
people to share their personality types
with their friends. These personality
types were based upon the ending of
the Chilli Paneer 2 film, which was
based upon the alternative they chose
at each stage of the film. Since there
were 8 different ending, there were 8
different personality types.
Twitter
Twitter was used extensively to
communicate about the movie, enable
conversations and drive traffic to the
microsite. By the end of the campaign
this Twitter handle had 1600+
followers.
Facebook
By end of the campaign, Facebook
community grew up to 45,000+
people.
Apart from sharing updates about the
In addition to the Chilli Paneer

handle, profiles of Ken & Asha were
created on Twitter. They talked and
interacted like normal people, and
had conversations centered around
food and life in general.
In addition to
communicating with Chilli
Paneers and Kens & Ashas
handles, audience was also
encouraged to share their
personality type with their
followers on Twitter.
Kens Food Blog
66
Kens Food Blog was

curated and content shared
therein. The content in
Kens Food blog centered
around interesting food
and recipes. Tie up with
certain restaurants in
Mumbai were also done
in order to promote Kens
Food blog.
In addition to Kens food blog, several
bloggers were engaged, especially the
food bloggers. Bloggers meets were
organized in order to engage them.
Several blog posts were generated
which helped in creating brand
awareness.
Contests
Contests were held on Facebook and
Twitter on regular basis to engage
the audience. While each of these
contests had Book My show vouchers
as prizes, the mega prize included a
trip to Singapore. This was decided
among winners across the contests.
These contests centered around
answering questions and sharing
content pertaining to contents of the
film, as well as personality types.
While on Twitter, giving consistently
correct answers increased audiences
chances to win a prize, on Facebook
it was also about inviting people in
liking your answers.
During the contests DBS Bank was
amongst top 10 trends in India for a
day and #8HappyEndings for 3 days
on Twitter. In addition Amit Sharma
(which was one of the answers) also
trended for some time.
67
In addition to contest hosted by DBS,

there were contests hosted on other
channels also like the One Frame
Stories.
Influencer Activity
Several influencers were engaged
and content on Chilli Paneer (both
parts) were disseminated using them.
This resulted in a spike invisibility
and awareness about the campaign.
The influencer activities spanned
blogging and Twitter campaign. While
on blog they wrote about the movie
and insights from them, on Twitter
they pushed message related to movie
contents and personality types.
Content Seeding
The content on Chilli Paneer- 2 was
showcased across different sites.
This amplified the content about the
campaign across multiple platforms
and also increased brand awareness.
Results
260,000+ unique visitors to the
microsite
475,000+ page views for the
microsite
Average 5.38 minute Time spent
on video page
DBS Bank trended amongst top
10 trends in India for a day and
#8HappyEndings for 3 days on
Twitter
Media coverage from 20 publishers
(AVE approx. SGD 600,000)
Observations
This was the first time in banking
history such an effort has been made
to engage and create conversations
than mere broadcast of marketing
messages.
For us, ROI was not only about
the encouraging numbers, likes,
shares and views but also the rich
engagement the campaign generated
with over half a million unique
visitors to the site.
The positive buzz and awards and
accolades from the leading industry
bodies, only reaffirms our belief
in leveraging the power of digital
medium with innovative content.
68
Nivea Moms Touch

How Interface Communications NIVEA
Moms Touch CSR Campaign Helped The
Brand Reinforce CARE As Its Core Value
The Client
Founded in 1911, NIVEA is the worlds
most recognized skin care brand. It is
a trusted brand with Care, Trust, Love
and Belonging as core brand values.
NIVEA offers compelling, innovative
products based on strong consumer
needs. Founded on years of research,
NIVEA focuses on the structure and
function of the skin searching for new
ways to support beautiful, healthy
looking skin.
The Agency
In India, Interface is a leading agency
with professionals across Mumbai,
69
Delhi, Chennai, Bangalore and

Kolkata. The business philosophy
that drives Interface is Success
achieved through partnership and
trust. Partnership with our clients.
Partnership with each other in
the agency. Partnership between
management and creative. The
agency goal is To help our clients
businesses succeed. Because if they
succeed, we succeed.. Interface
offers the full range of media services,
with specialized divisions handling
each of the following functional areas:
Advertising, PR Services, Direct, Films,
Events, Healthcare, Design, Media,
and Interactive.
Problem Statement
Dire state of
underprivileged Indian
families
on their childrens
education
To create positive
impact on childrens
attendance levels in
school and mothers
involvement in
helping their kids
Several families in
urban India lack
resources or means to
educate their children.
These children are at the To get the public
risk of becoming victims
to understand and
of child labor, crime, etc.
appreciate the efforts
that will impact their
and sacrifices of
future lives. The few
underprivileged
who get a chance to go
mothers
to school, abandon their
studies mid-way to lend The Strategy
a feeding hand to their
families.
To meet the goals,
NIVEA India launched a
The inspiring mothers
recognition programme,
Moms Touch, in
Despite dire struggles
affiliation with its NGO
like meagre or no
partner, ASEEMA.
income and large
Discussion with the
families to feed, there
mothers of kids in
are mothers who harbor Aseema schools revealed
big dreams for their
that while the mothers
children. These mothers were really grateful for
go through extreme
any kind of help they
personal sacrifices just
could get, their faces
to send their children
truly lit up when their
to school so that their
kids had something
dreams can see the
nice to say about their
light of the day. They
efforts. It was observed
exemplify love, care
that their sacrifices
and sacrifice even in the often went unnoticed
most difficult conditions. and it was rare that they
were appreciated.
To recognize and
reward the sacrifices
of moms who create
a positive impact
70
And therefore, the

insight that led to the
Idea:
The real strength for

mothers to keep going
on and keep sacrificing
is not something
materialistic, but a
simple word of gratitude
and appreciation
from their kids for all
the sacrifices they go
through.
The idea was brought
alive through a Moms
Touch Recognition
Programme:
Recognize & Help:
Salute and felicitate the
efforts and sacrifices of
mothers who send their
children to school every
day and help them by
rewarding them with
monthly groceries.
Students with 100%
attendance in Aseema
schools were selected
for the event and
their mothers were
felicitated. The program
was extended to all the
3 schools of Aseema
and to Ahmedabad in
association with Saath
Charitable Trust. 400
mothers of children
in Aseema schools
and 90 mothers from
Ahmedabad were
felicitated.
NIVEA supported the
mothers endeavor to
send their children to
school by providing
monthly groceries so that the children Overall improvement in the

academic performance of the
would not be forced to drop out to
students
earn for the family.
Inspire: Spread the Moms Touch
Video on digital medium as a means
to reach out to and inspire many
more mothers.
Real inspiring stories of sacrifices
were called for from the
underprivileged children of Aseema
schools (they wrote their stories in
English and showcased that they are
as competent and proficient as other
kids). These were then recorded (in
Hindi) and developed into
a digital video to let the
mothers know how much
their children valued their
sacrifices and how special
they are.
Improved confidence among moms

Digital campaign results
Nearly 1 million views across
various digital platforms
9,359 conversations on Twitter
AV was featured on various
renowned websites such as
Indiatimes.com, ndtv.com,
The video was promoted

on YouTube, Facebook,
Twitter, and NIVEA India
Website to attract attention
to the inspiring stories and
thus, spread awareness
about the cause.
Click to watch the video:
Results
Social Impact
25 % increase in the attendance of
students after just one month of
program launch
35% increase in parents
involvement in PTA meetings other
workshops
71
huffingtonpost.com, Dainik
Bhaskar
The video was also appreciated
on popular social pages such as
Scoopwhoop, popxodaily, idiva,
buzzfeed and many more
NIVEAs CSR campaign was
featured among the best CSR
campaigns on social media and
was also among the Top 16 best
digital marketing campaigns for Q3
2015
Got a lot of earned media on

popular websites including
Campaign India page and Adage
site
Improved Word Cloud for NIVEA
India
Generated maximum mentions for
NIVEA India
Observations
Moms Touch successfully reinforced
CARE as the core value of NIVEA.
The campaign went viral with over
a million views and thousands of
conversations on digital media.
The campaign garnered a lot of
positive response from consumers
as well as media; the brand became
a torch bearer of positivity and
empathy.
72
Star FX Tardis Day
How Havas Media Got 1.7 M Doctor

Whos Fans To Celebrate His Birthday For
STAR FX
The Client
Stars English GEC portfolio includes
FX. FX is a channel in the English GEC
space whose brand promise is The
Edge of Entertainment. The brands
proposition is to provide edgy content
which stands apart from the run-ofthe-mill content seen otherwise. FX
has seen a steady growth in ratings
starting 2013.
The Agency
Havas Media is a part of the Bollore
73
group. Were one of the leading global

communications and marketing
groups with over 60,000+ employees
worldwide and headquartered in
France. Ours is a simple structure
with digital at its core. Our aim is
to be the worlds best company at
connecting brands with people using
creativity, media and technology. As a
result we are more agile, nimble and
fast as integration to this level speeds
up the flow of information. All teams
and clients have fast and full access
to our specialist knowledge through
our range of digital, branded content,
experiential and sports brands.
Problem Statement
Staying true to the

shows legacy we told
TARDIS Day the
them that here was a
anniversary of Doctor
chance for them to be
Who, the 52nd one so far the next best thing to a
was one of the biggest Companion A Doctor
events of the year for
Who sidekick. This was
every Whovian across
done on Twitter as well.
the globe. This is one
The celebrations would
of TVs longest running
begin the next day and
franchises and has a
they were all invited.
huge fan following to
match.
Phase II:
Over the years, Doctor
Who has been one of the
most appreciated shows
across social media, and
on this special occasion
we wanted to do
something memorable
for the shows Indian
fans.
Conducting the first
ever digital one-on-one
between Indian fans and
The Doctor himself
Peter Capaldi.
The Strategy
Phase I: Build-up
We set the
ball rolling
by informing
active fan
clubs on
Facebook that
something big
was coming
their way.
74
#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
with us the questions
theyd like to ask The
Doctor, Peter Capaldi.
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
We wanted to make
sure that Peter Capaldi
could answer as many
of the fans questions
as possible. We looked
at shortlisting the
most frequently asked
questions which asked
for Peters opinion on
something or asked to
retell his experiences,
while keeping away
questions which may
have asked for spoilers.
This way we made
sure that the large
percentage of the fans
questions were heard
and answered.
PHASE IV: 23rd Nov,
The Big Day
The questions would
be answered on air &
digital on TARDIS day,
23rd November. We
made this day extra
special by holding an
online contest for fans
as a throwback to the
52 years of Doctor Who.
The gratification that
consisted of
Doctor Who
collectible
comics and
miniature
TARDIS
enticed the
eager fans.
PHASE V:
Peter Capaldi
takes over
7,000 tweets
from 400+
contributors.
A special treat
for the fans was
the TARDIS day
wish from The
Doctor shared
in the form of a
appreciated activity.
video. We made
a great day even better
On Twitter, we saw
by sharing the video to
our activity hashtag
Peter Capaldis answers.
#AskDoctorWhoOnFX
We were met with
flood itself on
thanks from our fans for
timelines everywhere
the activity something
with 713,330
just as delightful as a
impressions in just 3
marketing activity being
hours. All activities
a success.
were organic.
While this was
happening on digital,
on-air #TARDISdayOnFX
was celebrated by airing
The Doctor Series 9
marathon.
We received a total
of 108 questions
from 58 enthusiastic
participants from
This enthusiasm
continued till the big
day and on TARDIS
The response we
Day, we received
received was incredible!
an overwhelming
Even in the teaser
response from eager
stage we had fan clubs
fans where our hashtag
actively sharing our
#TARDISdayWithFX
content and discussions
trended for over 16
ensued. The engagement
hours on a national
we received 24 hours
scale, trumping even the
from the first teaser was
hottest topics of the day.
more than the past 10
days put together. Not
The celebrations
only this but the activity
saw our hashtag
collateral was shared
gather over 21.5
more often than all our
million impressions
content for the past 30
and a reach of 1.7
days, making this a truly
million, with over
Results
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The TARDIS
day wish video
from The Doctor,
Peter Capaldi
received an
organic reach of
15,657.
The video with Peter
Capaldis answers
received a whopping
reach of 72,571
organically.
Observations
While Doctor Who is
popular and has a cult
following globally,
through this activity
we engaged its large
number of followers in
India as well.
Since this was a first
ever digital Q&A
between the Indian
fans and The Doctor,
and since Peter Capaldi
answered the top
questions himself, this
attracted a big audience.
Fans had to come up
with questions without
aided prompts, as
opposed to a quiz where
they know exactly what
to answer. This resulted
in garnering interesting
questions.
Lifebuoy #HelpAChildReach5
How The Glitch Took Lifebuoys Chamki To
Digital Users With The Help Of Influencers &
Amplified Reach Using Command Centre
The Client
As the worlds leading health soap,
Lifebuoy aims to make a difference by
creating accessible hygiene products
(soap) and promoting healthy hygiene
habits. The Lifebuoy brand has,
since 1894, supported people in their
quest for better personal hygiene.
The classic red bar of Lifebuoy
soap and its distinctive medicated
carbolic smell was synonymous with
cleanliness throughout the twentieth
century.
The Agency
76

sphere
Problem Statement
Every year 6 million children die
before the age of 5 with 44% deaths
occurring within the first 28 days
of birth and these are the statistics
just in India. There was a dire need
to send out a ripple of awareness
for this; that a simple act of handwashing can save millions of lives.
Lifebuoy has always been the one
spearheading this initiative with their
objective being creating awareness
resulting in change and most
importantly giving people a ray of
hope.
This is where we stepped in and
leveraged Lifebuoy latest film,
Chamki. Our objective
was to launch the
Chamki film and
encourage people to
not just share it online
but share it for real,
with people who need
to watch it.
We wanted to piggy
back on a disruptive
conversation to bring
attention to Chamkis story. We had to
make sure Chamkis voice was heard
by as many people as possible. So we
decided to create a Twitter account
for her and made sure she reached
out to as many people as possible
once the conversation was started by
the influencers.
The Strategy
What we had was a video that really
77
brought out the reality of the situation

through Chamki. But, how could we
instigate real sharing of this video?
Our strategy: Bait them, Hook them
and then Surprise them!
Phase 1 Build conversations with
influencers
We got influencers to initiate the
campaign by engaging with their
followers using #5YearsFromNow.
With 269 influencers tweeting, we
trended India-wide in just 15 minutes!
Phase 2 Real time listening
Once enough buzz was created,
Chamki, stepped in. A twitter account
was made for her
where she tweeted
her thoughts and
feelings about her
future, bringing
attention to the
issues faced by
children like her. She
responded to peoples
predictions of their
future with feelings
of uncertainty over
hers making the
user reflect and
introspect.
In order to listen to such a large
number of conversations real-time
we employed the use of Lifebuoys
Command Centre. We were able
to constantly track and measure
customer behavior and viewpoints,
analyze brand relevance and go
beyond just listening to social chatter
on digital channels and thus made
Lifebuoys first ever Command Center
a success.
Lifebuoy revealed Chamkis

story through the film with
#HELPACHILDREACH5 and everyone
responded to Chamkis story! The
result? We started trending in less
than 20mins as the Top Trend for
more than 4 hours!
Not only did the Twitterati laud the
film but media houses as well giving
us great organic PR!
Result
In Phase 1 when influencers
started tweeting, we trended Indiawide in just 15 minutes! With
6500+ conversations, more than 33
million impressions and reaching
6.6 million unique users.
At Phase 2, we then used our
command center to amplify the
film, responding to all those who
used the #5YearsFromNow and
#HelpAChildReach5. With results
as 10000+ conversations generated
by #HelpAChildReach5. Hitting
84 Million+ impressions and 4.6
Million+ unique users.
With @LifebuoySoap handle
feeling the effect too! With 2000+
interactions. Our highest tweet
engagement hit 11.5% against the
benchmark of 3-5%
And how did the Chamki film
perform?
1.5 Million Views in the first 10
hours. Day 2 2.5 Million views
with 3.3K shares in the first 2 days!
And total shares of 5.2K.
78
Moreover, our core objective of

this campaign was to Share for
REAL with mediums like Whatsapp
and SMS and we reached 1400+
Consumers beyond Digital too.
Observations
Digital buzz with bloggers, influencers
and celebrities worked tremendously
and helped creating buzz around the
campaign and specific keywords.
The hashtag #5YearsFromNow
prompted listeners across Twitter
to use it in their own way and share
their thoughts and opinions on social
media.
With the help of command center,
the campaign went beyond just social
listening and reached people we
couldnt have reached otherwise.
Star Plus Dance Plus

Indias First YouTube 360 Video By STAR
Plus Manages To Impress 44 M Digital
Users
The Brand
Star Plus is a Hindi language general
entertainment television channel
based in India, with content that
caters predominantly to women and
is loved by the masses. The channel
is a part of 21st Century Foxs STAR
India network. It showcases a mix
of family dramas, comedies, youthoriented, reality shows, shows on
79
crime and telefilms the channel.

The channel has also distributed
worldwide by Fox International
Channels, subsidiary of 21st Century
Fox. Star Plus channel is part of 21st
Century Foxs STAR India network.
Dance Plus - tag line Ise Kehte
Hain Dance is an Indian dance
competition reality television series,
which premiered on 26 July 2015 and
broadcast on STAR Plus.
Problem Statement
The Big Idea Youtube360
In the midst of various dance reality

shows on television, we dared to do
something different. Dance Plus was
a show that showcased superlative
dancing, where the contestants,
judges and the host were all on the
same platform (everybody on the
show was a dancer, including the
host!)
Keeping in mind the innovative

format of the show, we decided to use
Googles latest capability of uploading
360 videos on YouTube.
The challenge at hand was to break

through the clutter and fatigue of
the various dance shows already
on television which have been
traditionally marketed through push
strategy.
By pulling audiences to watch our
content, we managed to engage with
audiences in a way never seen before
by Indian audiences.
This video streaming service now

serves up videos that let you look in
any directionnot just where the
camera is pointing. You can even
pause and move the phone in any
direction and see what is happening.
This gives viewers a feeling of owning
the video and being present LIVE!
The video strategically ends with
Remo DSouza inviting the user to
tune in to Dance Plus at the specific
time. (NOTE: Please watch on Android
phone on YouTube app for the best
experience, or in the Google Chrome
browser on desktop)
Objective of this piece
of content marketing
was to make people
stand up and take
notice of a dance video
being delivered in
360. The strategy of
being the first ones
to use this innovative
technology in India was
to get as many views
for the video (because
of the immersive and
engaging user experience) while also
weaving in the communication about
the new show Dance Plus.
The Strategy
80
Not only was the creative compelling

to watch, it was promoted on the
YouTube mobile masthead for 24
hours a day before the launch of the
show which helped generate more
buzz and conversations.
Celebrities were aligned and

leveraged to promote this unique and
disruptive masterpiece.
Entire STAR Network also supported
the never-seen-before initiative
and helped generate conversations
organically.
Results
This was a first of its kind video on
YouTube (India) which allowed twoway engagement and active viewing
(as opposed to passive viewing). This
video was promoted on the YouTube
mobile masthead for 24 hours and
crossed half a million views in just a
few hours after its launch.
Observations
In an industry and medium where it
is convenient to use push strategy,
and content marketing is synonymous
with video marketing, we tried to
do something different by making
compelling content, which with a
mix of push from a strategic media
buy (YouTube masthead) and organic
conversations from engaged viewers,
gave an immersive experience to the
viewers.
This innovative video helped generate
a lot of buzz for the launch of the
show. (First episode rated 2.5 TVRone of the top ratings for any dance
reality show)
Indias first ever #YouTube360

video managed to impress 34
million people on Facebook and
reach over 10 million people on
Twitter.
Celebs, STAR Network and users
were amazed by this initiative
by STAR Plus and could not stop
raving about it.
This video also featured on
YouTubes global channel of 360
videos alongside 360 videos of Star
Wars, Nike and Avicii.
Recently, Shahrukh Khan starrer
Dilwale implemented the concept for
the making of one of their songs.
Heres the case study video which
includes qualitative and quantitative
achievements of this Youtube360
video:
81
KLM Airlines #LetsGoDutch

How CogMat Engaged KLM Airlines
Potential Customers With #LetsGoDutch
Campaign
The Client
The Agency
KLM Royal Dutch Airlines was

founded in 1919, making it the
worlds oldest airline still operating
under its original name. In 2004, Air
France and KLM merged to form AIR
FRANCE KLM. The merger produced
the strongest European airline group
based on two powerful brands and
hubs Amsterdam Airport Schiphol
and Paris Charles de Gaulle. Retaining
its own identity, the group focuses
on three core businesses: passenger
transport, cargo and aircraft
maintenance.
CogMat was born in 2010 out of the

need to deliver sustainable online
solutions. Backed by CMSS, a 14-year
old software services company, we
consider technology not just our core
strength, but one of our foundations.
Though we started off as a Social
Media Agency, we are now a fullfledged Digital Media Agency, offering
a gamut of services to improve a
brands online life cycle. CogMat is
a perfect blend of a creative agency
and the best practices of the software
industry.
82
Problem Statement
KLM, on social media,
had been engaging with
their audience since
2014, using the thought
process Surprise.
This was achieved by
conducting contests
some of which had huge
giveaways, that in the
form of a free ticket to a
KLM destination. While
this did create traction
for the brand, there was
a fear that we may be
creating an audience
base who only engaged
in the hope of winning
a freebie one day, and
never actually becoming
a customer.
Coupled with this fear
was a concern on how
the brand was viewed
by the online audience,
in a universe where
the brands competitors
gained directly from the
positive brand recall of
their home countries,
many of whom featured
in the brands name.
Having built an amount
of recall, the aim
was, now, to induce
purchase from the target
audience.
Executing a precampaign and
prepping the
83
audience for a
campaign with no
free tickets, Lets Go
Dutch.
Creating and
executing a quirky
#LeaveApplication
contest on KLMs
social media
platforms to build
traction and a prebuzz for the Lets Go
Dutch campaign.
Engaging fans and a
target audience who
could be potential
customers.
High Visibility to
Action Ratio.
The Strategy
Considering the strategy
in 2015 was to engage
people who would be
able to purchase our
tickets, it was pertinent
to first define that
audience. Basing the
whole campaign on the
idea of social commerce,
the target was to engage
with audiences that
would buy a KLM ticket.
The audience was
segregated into three
categories, after detailed
research, that was a mix
of young individualistic
travelers who travel for
fun, the Indian family,
and those who travel for

a cultural experience
and shopping. By
leveraging the brands
Dutch identity, we
wanted give away
something equally
relevant in hope that
those amongst the target
audience engaging
with us would become
lifelong customers.
Now, there was a
requirement to inculcate
more aspects of the
Dutch culture, which is
fun and is much more
casual than the culture
of other European
nations, reflected by
their national airlines.
Hence, a communication
tone was devised, to
both, induce purchase
and leverage the brands
Dutch connection.
That is how
#LetsGoDutch was born.
A campaign, where
the airline would go
Dutch on the price, by
offering an incentive to
purchase a ticket. This
set up a prerequisite
that any participant
who seriously wanted
to engage on our
activations would need
to be willing to purchase
a ticket.
Once the strategy
was set, a new
communication tone
was introduced to the audience via

a video. The video was aimed at all
three of the above target audiences,
who personified their dreams and
challenges.
This video was paired with a series
of #tags and activities, each of which
were aimed at connecting with the
audience.
The first engagement was called
#LeaveApplication, where audiences
were teased about the new campaign
by asking to create a fun leave

application. This was followed by
#BeforeFlight, where users were
asked how they would have reached
the nine select destinations, that KLM
was promoting, before flight existed.
Following the launch of the video,
the audience was asked to create a
dream itinerary for one of the nine
pre-decided destinations and why
they would like KLM to go Dutch with
them in #LetsGoDutch.
This was followed by
#DeserveToGoDutch where users
were asked which one of their friends
most resembled the characters in
our video (and hence fell into the
particular target audience).
84
The prizes were not free tickets but

discounts on tickets purchased to
select destinations, buddy tickets and
other offers, most of which required
a purchase. In this way, the campaign
aimed to induce purchase, ensuring
we had the right target audience.
Results
On Twitter, there were 475
participants and 147 new followers
were gained
Total impressions made by the

campaign on Twitter: 16,898,150,
with 4217 Mentions
On Facebook, there were 374
entries with 95 unique participants
Total Reach: 125,507, Engagement:
11,535, Impressions: 181,042,
Interactions (Likes + Comments +
Shares): 10,882
Total Video Views (YouTube +
Facebook): 86,610
As we see from the data above, the
#LetsGoDutch campaign not only
garnered eyeballs, but it managed to
go through the spectrum and engage
the relevant audience. The main
ideology behind the campaign was

to engage the kind of audience that
had the purchasing power to buy a
KLM ticket and induce purchase of
the same, keeping the in mind the
brands social commerce aim, as well
as creating lifelong customers.
This audience consisted of travel
and lifestyle bloggers, that not only
had a good follower base on their
social media properties, but also
travelers that would explore KLM
destinations. Most of these bloggers
and influencers have been featured
on various lists that contain names of
the top travel and lifestyle blogging
personalities.
Observations
The one thing that was observed
during the KLM #LetsGoDutch
campaign is that a brand doesnt
necessarily need to give away freebies
to garner eyeballs. Moreover, it was
possible as proven above, to induce
purchase by leveraging social media.
The idea for a campaign such as this,
is to create content that engages the
relevant audience while creating
customers as well.
We have proven that the audience
is looking for activities apart from
the standard giveaways that have
become staple for social media
campaigns. What was very exciting
was the realization that a customer
is willing to buy the brands offering
to actually be part of a greater travel
and social media experience. KLMs
#LetsGoDutch has done exactly that
and achieved the desired result.
85
Camlin Love The Change

How Big I Tuna Won Hearts For Kokuyo
Camlin With Its Real Time Marketing
Stunt
The Client
Kokuyo Camlin Limited (formerly
known as Camlin Limited) is in the
business of manufacturing and
selling of art materials and stationery
products under flagship brands
Camel and Camlin which have been
in existence for more than 80 years .
The company offers a wide range of
products such as Fine Art materials,
scholastic colours and stationery,
hobby products, office products,
86
writing and drawing instruments,

adhesives and notebooks.
The Agency
Big I Tuna is a full service digital
agency. Inspired by the Big Eye Tuna
which is among the fish that dive the
deepest, the agency tries to go beyond
the shallow and the obvious, and dive
deep among the consumer market
to come up with meaningful insights
and exemplary creative work.
Problem Statement
When Google announced its new
logo with a doodle using crayons,
well known stationery brand Kokuyo
Camlin realised it was the perfect
opportunity to respond in line with its
core proposition Lets Have Fun.
speed of execution, simplicity of the

message is equally important for the
brand to break through the clutter.
To build on the social media buzz
created by Googles launch of its new
logo and establish a direct connect
with Kokuyo Camlins Crayons range.
The Strategy
To welcome the logo change and
highlight the product connect with
the crayon-drawn Google doodle,
Big I Tuna created a micro video
with a Love The Change response
using similar graphics. The
video closed with the direct
product connect of If its
Crayons, its Camlin.
The video was posted on
Camlins Facebook page.
@Kokuyo_Camlin shared
the video with @Google on
Twitter less than 24 hrs after
the new Google logo was
unveiled.
Results
The Camlin Love the Change video
has been viewed more 98,980 times
on Facebook.
Observations
While real time marketing is all about
87
Durex MTV Rex Talk

How Durex MTV Rex Talk Achieved 5M
Video Views & 8.3M Social Media Reach
The Client
With over 97 years experience in the
bringing couples together business,
Durex has been very successful
internationally. Millions of people
across the world trust Durex every
day. Durex India has always been a
brand that have come up with path
breaking campaigns for its brand
which was recently witnessed in the
Do the Rex Campaign.
88
The Agency
MTV Digital is a leader when it comes
to branded content. More than a 100
properties later, there is no genre that
we havent helped a brand conquer.
From travel to fiction and even reality
we have helped brands win over their
consumers using content. You want
branded solutions, we are only a
phone call/tweet/instagram away.
Problem Statement
Durex has mere 4.8%
market share of condom
market. A key Business
Objective was to gain
market share and
Communication Goal
was to engage the youth
in a discussion around
the subject
of sexual
well-being
and safe sex
and increase
Brand Health
Scores.
15-18 years. Hence, the

core target group was
15-24 years.
Through thorough
research we determined
that Online is the best
medium for High Reach
& Time Spent and Low
Cost. Further its a
Identified
Objectives
The Strategy
89
A live reality show like

no other, triggering the
nation to talk about
sex. 12 contestants
divided into 4 teams
and performing tasks
and uploading videos
everyday
on safe sex.
Winner to be
decided on
the maximum
number
of social
interaction
on the video
content.
To get entries
and start off
the buzz at
maximum, we
got Bollywood
superstar
Ranveer Singh
to feature in
2 completely
unapologetic
and audacious
videos on how
Indians dont
talk about sex
and a video
on censoring
content on Tv.
India is a
country of
Kamasutra
and yet Sex is
considered a
taboo subject.
No one talks
about sex
and Condom
penetration is
mere 12%.
The India
sexual
landscape is
fast changing. Youth, key
drivers of this change,
are getting more and
more assertive about
sexual needs and 50%
of them begin using
condom from the age of
is highly regulated in
India).
personal medium unlike

TV (most households
are single TV in India),
allows Interactivity and
more suitable for the
kind of edgy content
we wished to air (TV,
being a family medium
Durex MTV Rex

Talk kickstarted the
campaign by releasing 2
totally audacious videos
online on the Worlds
Aids Day featuring
Ranveer Singh, current
heart throb among youth, provoking

youth to come out and talk more often Watch video case study
about Sex.
Out of 10300 entries, 12 contestants
were shortlisted based on a national
level contest wherein they were asked
to send in videos/blog/tweet on what
they think about sex in India.
They were put in a boot camp, divided
in 4 teams. Each day they were
given the tasks that involved busting
common Sex Myths, Talking with
people on street about a subject thats
considered taboo, etc. And many
short videos of each day activities
went online every day.
Program was heavily promoted on
MTV TV Channel, MTV.Com, facebook,
Youtube and many social websites.
To ensure great experience despite
bandwidth issues all videos were of
2-3 min duration.
Results
Durex MTV Rex Talk was a rocking
success. By the end of the program
the campaign received 5.1 million
video views and social media reach
of 8.3 million.
Observations
The Brands Spontaneous Awareness
scores went up by 44%, Brand For
Me score went up 40%, Brand I Love
score went up 29%. Market Share
in the top 35 markets went up by 90
basis points (4.8% to 5.7%) and in the
two largest markets- Mumbai & Delhi
it went up by 400 bps (11.6% to 15.6%)
and 180 basis points (8.7% to 10.5%)
respectively.
90
Havmor #SpinMoreToHavmor
How Prodigitz Media Got 2300+ Users To Spin
The Wheel & Bring The Fun Element During
Diwali
The Client
The Agency
Havmor is an Ice Cream brand.

Havmor is a neologism for have
more which means the customer
gets more value for money and more
taste to relish from the brands ice
creams. Riding on the humongous list
of clientele, the company today has
become one of the leading ice cream
brands in western India.
Prodigitz Media Pvt Ltd - Our creative

minds deal in everything but the
ordinary. Equipped with an extensive
understanding of the digital space we
provide optimized experiences across
all digital channels. Combining the
distinct aspects of digital marketing,
we ensure your brand receives
proper recognition.
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Problem Statement
ask people what it is like to play spin

the wheel game in a casino.
Diwali is a festival full of lights,
Marrying the idea of having fun
laughter, family, fun, gambling,
and gifting during Diwali, the brand
and lots of gifts. It is also a festival,
connected with their audience in
wherein the practice of gambling
a way that creates resonance and
exits in every household for purely
demonstrates excitement, thereby
having fun. This practice is an ancient forming lasting connections.
one and it began with a celestial game A unique hashtag was created i.e.
of dice but over time, it has made
#SpinMoretoHavmor along with
way for various
the brand name
card games and
to create brand
gambling.
affinity.
Havmor as a brand
resonates of having
more of everything
including fun. The
challenge was to
break the market
clutter, where
each brand tries
to dominate on all
social and digital
platforms.
Havmor wanted to stand out
and have a distinct, yet powerful
communication during the festive
season of having fun, and providing
a unique experience for their fans to
try their Ice Creams at the same time.
Havmor wanted to create a platform
where people can celebrate the
festival of Diwali while having fun
and winning lot of gifts.
The Strategy
Anticipation, craziness, wild,
unbelievable, fun, exhilarating are
just some of the words used when you
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We created a
mobile friendly
microsite/ Facebook
application where
the users were
asked to collect
the points by
completing the
following task
like following
us on Twitter and
Instagram, inviting friends and
sharing the application. The users
then completed the task to collect the
points and they get a chance to spin
the wheel.
Participation was encouraged through
regular interaction and exciting prizes
such Havmor Ice Cream vouchers,
Book My Show vouchers and Gadgets
like Moto phones, Go Pro Camera,
Ipad Air and Bose Headphones.
Results
There were whooping 2300+
users spinning the wheel within
the week and 600+ users winning
actual prizes.
We saw a tremendous increment

of more than 23k Fan increase on
Facebook.
We received more than 800+
followers increased on the handle
and more than 300 retweets on
Havmors tweets.
The hashtag #SpinMoretoHavmor
trended in Nationwide for 4 hours.
On Instagram, Havmors follower
base increased by 600+.
The campaign was able to bring
about the essence of fun element
of the festivities of Diwali on social
media.
Observations
User loves surprises and sweepstakes
always grabs users attention.
When we plan a campaign that
benefits the fans in every way, it
works and makes the audience
engage more with the brand.
93
Sennheiser #Top50
How Blogworks Sennheiser Top50
Campaign Built A Meaningful Connect
With 350+ Music Bands
The Client
The Agency
With digital innovation in our heart,

Sennheiser is a global leader in sound Blogworks is helping brands connect
and is shaping today the audio world with the connected consumer.
of tomorrow. The company specializes We engage consumers through
in the design and production of a
brilliant stories powered by digital
wide range of both consumer and
technologies and work with some of
high fidelity products, including
the most reputed global brands and
microphones, headphones, and
organisations. Blogworks services
telephony accessories. Sennheiser
include- Content, design and rich
is always in pursuit to achieve the
media; Web and mobile development;
perfect sound.
Insights & Research; Experiential;
Media planning and buying.
94
Problem Statement
We wanted to meaningfully
connect with the young and
upcoming music bands to build
brand salience among them early
in their professional journey.
Create awareness about the
upcoming Sennheiser Evolution
Wireless D1 Microphone series.
1. To build brand connect
2. To create a strong preference
3. To launch the Evolution Wireless
D1 Microphone series
The Strategy
Approach
Insight A rising interest in indie
music is leading
to budding bands
coming up all over
India.
Premise Fill the
gap of a missing
platform for these
young bands.
Provide authentic
recognition and
exposure while
enabling them with
equipment.
Idea Use the digital
medium to create
a one-of-a-kind
annual leaderboard
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of budding and emerging bands to be

judged by Indias top music talent.
Launch Launched live on the
Sennheiser-Top50 microsite, bands
were invited to file their entries via a
Soundcloud link of their most popular
song, Judged by Shankar-Ehsaan-Loy
and Salim-Sulaiman.
Selection process
An internal jury from Sennheiser
heard to the entries from 218 bands
from all across India for a total
over 72 hours. Approved entries
that made the cut and fulfilled all
conditions were thrown open to votes
from public and jury. Top 100 bands
announced on the leaderboard and
the challenge just got tougher. Bands
were asked to fill a detailed form
along with their YouTube videos to
get an insight into their music and
influences.
The most credible and the best were
associated with this
campaign. ShankarEhsaan-Loy and
Salim-Sulaiman were
appointed as the
jury. It wasnt easy,
we must say, but we
did it, after multiple
judging sessions,
disagreements and
discussions, they
charted out and
ranked the final Top
50 bands.
Execution
We followed a 360
degree approach to
reach out for maximum participation. 72% traffic driven through social
media
We created a microsite www.
1.3 lac public votes
Sennheiser-top50.com. We tied up
with e-Commerce giant Amazon to
help increase the awareness and sales Observations
of Sennheiser products. We tied up
with industry magazine, Rolling Stone Bigger and better 2016 edition to
to reach maximum number of bands. rope in city wise music influencers to
Palm Expo is one of the biggest music
and light expo where competitor
brands and bands visit. Roped in
Sennheiser artists as influencers
to attract maximum participation
to the contest. Amplification of the
registered bands to attract more
registrations.
Media stories to amplify the
campaign. Social ads to attract
participation for the contest. Rich
content on social media to call for
entries for the contest. Personalised
tweets to musicians and bands.
Gratifications included a 2-year
endorsement deal with Sennheiser
India, a recording session at Flying
Carpet Productions, Sennheiser D1
microphone sets for the top 3 bands
and customised Sennheiser evolution
835 microphones for each of the top
50 bands.
Results
350+ Bands engaged with from
across the country
218 Bands registered for the
contest
2.5 million visitors to the microsite
96
target regional bands.

Announcement of Top 50 bands to
converge in an on-ground mega music
festival on lines of NH 7.
Britannia Good Day Relaunch

How Graffiti Collaboratives Relaunch Of
Britannia Good Day Boosted Its Perception &
Grew Sales By 23% M-o-M
The Client
Britannia Good Day - Its a Smile that
makes a Good Day! With our tagline
of Har cookie mein kayi Smiles,
we will give you reasons to smile
everyday.
The Agency
Graffiti Collaborative is a creative
agency with a big ambition of being
a full blown brand consultancy.
We provide solutions to brands on
97
different marketing platforms.

We work on social media marketing,
web & graphic designs, films, events,
photography and applications
development. We are a young and
very passionate team. We dont shy
away from being bold and are hungry
to learn. We stick by our ethics and
believe in complete transparency in
our dealings. Our strength lies in our
analytics driven approach, research
led content, in house design studio,
strong technological competency and
robust offline competence.
Problem Statement
Britannia Good Day is
an INR 20,000M brand
selling 70lakh packs
every day. It is also one
of the most cherished
brands in India. While
Good Day continued
to grow strongly and
expand its franchise, it
was a challenge for the
brand to keep pace with
the evolving consumer
and remain relevant.
Being the market leader,
the brand had to raise
the bar for itself on
visual identity, product
and brand experience.
Britannia Good Day
in its biggest change,
since its inception 28
years ago, brings alive
its philosophy not just
in the identity and
packaging, but also
on the cookie in the
form of Smiles. With
the contemporary new
logo and packaging,
Good Days intent is to
bring freshness and
enhance its appeal with
the consumers. Even
the cookie has been
enhanced with more
visible rich ingredients
and best ever taste.
The challenge at hand
was twofold:
(1) Communicate the
new brand idea of Its a
98
smile that makes a Good

day
(2) Register the new
visual identity and
product experience
change
Establish the change
in visual identity
Communicate
the new brand
positioning of Its a
smile that makes a
Good day
Make the brand
relevant for new age
customers
The Strategy
360 degree
communication plan
A communication
plan was built using
digital as the primary
medium. The traditional
mediums of print and
television were used to
support the digital plan
and aligned back to the
same. We used multiple
digital platforms for
Impact and continuity
approaches.
Impact properties
leveraged to rapidly
communicate the
change to a large Good
Day franchise
YouTube and Yahoo

masthead and the MSN
and Gaana roadblock
5 sec stings on
YouTube
YouTube pre-rolls with
TVC to build multiplicity
Mediums used
continuity approach
to drive registry of the
change elements
Facebook with
contextual messages
leveraging the new
visual identity
Leveraged Key festivals
& occasions to drive
home the new visual
identity
Twitter
Instagram Launched
the channel for the
brand
Display banner ad
network
Traditional mediums of
hoarding, TVC, radio and
activations were used to
amplify the messaging
and create a 360 degree
reach all integrated
very strongly with
digital.
Two phases of
communication
The task of
communicating
change for a
brand with a long
past is always
challenging. There
is a high risk of
alienating the
customers. To
make the process
easier, we broke
down the communication into two
clear phases over 40 days.
for repeated
exposure to register
the smile association.
Execution
Phase I: Visual
Identity Change
The larger theme

of this phase of
communication was
Har Cookie Mein Kayi Smiles many
smiles in every cookie. It lasted over
ten days from 26th Aug 5th Sep,
The first phase was to communicate
2015. Three focused creative concepts
the initial visual identity change
were developed to be used across
focusing on three primary items
channels logo, cookie design and
logo change, pack change and product pack change.
design change.
High Impact properties as mentioned
The second phase was to amplify the
below were taken to maximise the
message of smile association with the reach of the communication.
brand. We used World Smile Day as
the marquee calendar event to own
YouTube Masthead
smiles in India. This campaign was
MSN Roadblock
supported by surround activities
Gaana Roadblock
like activations, videos, social media
creatives to reinforce the message.
A total of 34.4M impressions were
delivered through these properties
Mix of high impact and repeated
with a 1m clickthroughs. The TVC for
exposure properties/content The
the identity change was first launched
launch communication and WSD
on digital and run for maximum
campaigns were created around high reach and impressions amounting to
impact properties like YouTube &
11M video views.
Yahoo masthead and MSN & Gaana
roadblocks. This was supported by
Other channels online were used to
multimedia content across channels
reinforce the message of change.
99
Facebook creatives and gif videos

Twitter
YouTube 5 sec bumper ads It
was a breakthrough for any brand
to use bumper ads successfully to
communicate brand relaunch. All
three concept of logo, cookie and pack
change were run providing a total of
66M impressions. The results were
phenomenal and was made into a
Google case study.
Display Ad networks
Phase II: World Smile Day
in improving Indias Happiness

Quotient!
Strategy
We decided to ride on the fact that
Indian consumers are heavily
influenced by celebrities. We roped
in 9 social media influencers who are
genuinely loving and smiling people.
We used them as brand ambassadors
to spread the awareness about World
Smile Day and encourage Indians to
smile more often!
World Smile Day is celebrated

internationally on the first Friday of
October 2nd Oct, 2015. BGD brought
the celebration closer to home. We
used WSD as the biggest marketing
event of 2015 building brand
relevance with smile.
Background
A startling fact was discovered

during our research on the relaunch:
India ranks 117 on World Happiness
Index lower than some of our
neighbours! We believe that smile
is a manifestation of happiness.
And if Indians started smiling more,
we could make a humble attempt
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We also built in more purpose to the

campaign to spread smiles by tying up
with The Akshaya Patra Foundation
the leading NGO providing mid day
meals in schools across India. For
every smile picture uploaded, we
donated a pack of Good Day cookies
to the foundation. This helped build
a huge traction online and generated
a lot of conversations associating the
brand strongly with smiles.
The communication is also supported
by ongoing topical messaging building
a brand recall around smiles across
channels.
We did on ground activations during
this phase to reiterate the message.

On Ganesh Chaturthi, we created
a Ganesha idol made of Good Day
cookies. We also put up a slide at a
busy metro station in Bangalore to
make adults smile like children.
Results
At the end of the 40 days period,
the brand saw a significant boost
in its performance and perception.
Considering that the focus of
communication after rebrand has
primarily been on digital, it is safe to
assume that a large part of the result
for the brand has been driven by the
initiatives on the digital medium.
These are some of the overall larger
goals achieved
Brand perception score on
Premium & attractive went up
from 65 to 70
The rebrand communication
resulted in m-o-m sales growth of
23% as opposed to 18% in the last 6
months
Market share went back up for the
first time in 6 months since April
2015
Specific channel related result:
Facebook
Organic Fans added in 40 days:
12,293 fans
World Smile Day:
WSD 261,505 engaged users
over 3 days
Reach 5.7M over 3 days
Impressions 6.2M over 3 days
101
Video Views 346k over 3 days

Twitter
Organic followers added over 40
days 841
World Smile Day:
Reach 13.27M over 3 days
Trended on World Smile Day for
8 hours straight with 5 hours in
No. 1 position
Mentions 13,199 mentions over
3 days
Considering 2nd October was a busy
calendar day, we did lose our trending
to IndvsSA in the evening. However,
our one tweet brought back the
trending! We capitalized on the match
and its events and made it relevant
for the brand.
YouTube - World Smile Day
Video Impressions 14.12L
Video Views 2.75L
Microsite World Smile Day
Page Views 41,857
Instagram - World Smile Day
Followers added 137
Impressions 524,388
Observations
Strategic integration of online and
offline channels leads to a more
cohesive communication strategy.
Digital amplifies the message and acts
as a media multiplier.
While influencer marketing is being
used extensively, only a strategy led,
result oriented campaign actually
delivers results.
Britannia Bourbon Bon6

How Experience Commerce Devised An
Innovative Launch For The New Britannia
Bourbon
The Client
Over the last century and a quarter,
Britannia has been serving the Indian
consumer with a range of fresh,
nutritious and flavor-rich products.
Today, Britannia is a leading food
company in India with over Rs.
6000 Crores in revenues, delivering
products in over 5 categories through
3.5 million retail outlets to more than
half the Indian population. Britannia
is recognized as one of the most
trusted, valuable and popular brands
among Indian consumers in various
reputed surveys. Britannia Bourbon
is one of Indias most iconic chocolate
102
cream biscuits with a history of over 6

decades. Over the years, the bourbon
has reinvented to adapt to changing
trends and taste of the consumers.
The Agency
Insights to Emotions.
Problem Statement
While Bourbon had
high recall amongst its
consumers, the brand
had lost its salience
with multiple similar
products available in
the market. After 60
years, the bourbon
was back in a new
and irresistible
avatar. Bourbon
wanted to enter the
conversation space
of the millennials,
build curiosity and
grab their attention.
as the next high-end

device with the coolest
features.
The Approach:
Leak information to
Bloggers and seed
their content via
Seek user
engagement around
the new bourbon
Re-market to those
who were exposed
to BON6 in teaser
phase, and ensure
closure of loop
1. Introduce the
features of the
reinvented
Britannia
Bourbon to the
TG
The Execution:
2. Grab attention of
the millennials ,
majorly between
the ages of 18-22
in Tier I and Tier
II cities
The Strategy
Launch the new pack
103
On the launch day,

steer conversation
towards the brand,
to avoid consumer
disappointment &
negative PR
Amplify exposure
on media
Identified
Objectives
3. Connect and
engage with the
millennials through a
one of a kind launch
on digital media
Build reach &

engagement using
strategic content on
Facebook
Build excitement on
Twitter on launch day
content marketing
networks. Leverage
blogger networks
to build up about
the upcoming
launch. Start using
#BonTheOriginal to
generate seed content
on Twitter.
The selfie
generation is
always connected.
The mobile phone
has become an
extension of their
self and they are
constantly in the
lookout for the coolest
new gadget in the
market. We decided to
introduce the Britannia
bourbon as a new age
mystery gadget called
Bon 6, which was
loaded with the most
unusual features. The
teaser images for the

campaign were leaked
into the media.
The features listed out
in the teasers were
Chocolaty 2.0, Super
Surround Sound, Auto
Charge, Crystal Coated
Body, Friend Finder and
Power Pack.
All the features
were carefully
crafted out to
make it sound
like a gadget,
but these also
doubled up as
the features
of the all new
Britannia
bourbon.
During the
teaser campaign,
users were asked
to join in the
largest Tweet to
unbox launch
event.
An added
challenge to this
was to spread
the word and
grab attention
of the youth
while having
zero digital
presence prior
to the campaign. We
got on board two
celebrities who were
popular amongst the
youth, VJ Bani and
Kriti Kharbanda.
These two celebrities
104
having a good klout

score helped amplify
the communications
further. VJ Bani and
Kriti Kharbanda were
invited to an imaginary
product lab to check out
the new Bon 6 before
anyone else.
videos entertained
the audience, while
continuing to peak
interest. Several
thousand people
registered on the
website for the
unboxing of the Bon 6.
People were so intrigued
about the product, that
#BonTheOriginal
started trending on
twitter organically
couple of days prior
to the launch.
Additionally,
mystery boxes
with the Bon 6
branding were
sent to expert
bloggers, who
instantly reacted
and seeded buzz
about its unboxing
on their social
media profiles and
blogs. Thousands
of people joined in
on the unboxing
day, and tweeted
to unbox the new
mystery device,
Bon 6. The more
they tweeted, the
more it unboxed
on the microsite.
As soon as the
unboxing meter
This sequence was
reached 100%, the new
communicated using
Britannia bourbon
videos, where they
was unveiled. Bloggers
spoke about the feature
soon started posting the
that they looked forward unboxing video on their
to the most in the Bon
social media profiles
6. The carefully shot
to help amplify the
communication.
On reveal, The Microsite design was
changed to communicate about the
product and its new features. Kriti
and VJ Bani revealed the Bon 6, and
asked everyone for their reactions.
Throughout the day, users were
constantly engaged and were asked
to guess what this new product was.
This not only helped manage the
expectations but also got them excited
to figure out what this was. To the
brands delight, the consumers really
took to the buzz and started engaging
with the brand through pictures and
comments.
Finally, the loop was closed for
all the users who touched the
campaign during the teaser phase
via remarketing ads by telling them
that the Bon 6 was actually the new
Britannia Bourbon.
Results
We effectively used bloggers,
influencers and celebrities to
overcome the problem of not having
any presence on digital prior to this
campaign. Just within 3 days, the
Bon 6 campaign garnered huge
participation and following, making
it a huge success. The reactions sent
in by the participants echoed this
accomplishment.
microsite, and 87 thousand user

engagements were generated over
the course of the campaign which
lasted for 4 days.
Observations
The idea was innovative but at the
same time risky. The campaign had
to be intriguing enough to make
them comeback. The creative and
build up had to stay clear of making
the consumers realize that it was
not a mobile launch. So all the
communications during the teaser
phase were carefully crafted.
On the day of the launch, it was
important to steer the conversations
towards the product. Hence it was
important to constantly engage with
the audiences and seed some doubt
in their mind that it might not be a
device launch after all.
Influencers and bloggers were
strategically used to seed
communications to create intrigue, it
was important for them to fire at the
right time to build up the curiosity
amongst the TG. This helped further
since the brand had zero social media
presence prior to the campaign.
Actress Kriti Kharbanda and VJ

Bani were chosen after a lot of
thought considering their social
media presence and their popularity
The campaign reached close to
amongst the youth. The information
2 million people, generating 1.6
going through their social media
million impressions, and the videos profiles helped amplify the reach.
featuring the celebrities were
viewed over 1.3 lakh times.
Watch video case study:
Close to 1 lakh users visited the
105
Flipkart Big Billion Hunt

How Dentsu Webchutney Leveraged
Instagram For A Unique & Interactive
Storytelling Campaign For Flipkart
The Client
The Agency
Flipkart is Indias leading e-commerce

marketplace offering over 30 million
products across 70+ categories
including Books, Media, Consumer
Electronics and Lifestyle. Flipkart is
known for its path-breaking services
like Cash on Delivery, and a 30-day
replacement policy. Flipkart is the
only online player offering services
like In-a-Day Guarantee (50 cities)
and Same-Day-Guarantee (13 cities)
at scale. Launched in October 2007,
Flipkart has become the preferred
online marketplace for leading Indian
and international brands.
Ranked as Indias No. 1 Digital Agency,

Dentsu Webchutney is a member
of the Dentsu Aegis Network and
works with leading companies in
India by developing award winning
and memorable experiences for
brands to connect, engage with and
build sustained relationships with
their consumers online. Dentsu
Webchutney is a team of over 200
digital marketing professionals across
New Delhi, Mumbai and Bengaluru.
Our clients include Flipkart, Unilever,
Coca-Cola, Bacardi, Airtel, ITC, Skore
Condoms, Budweiser and Google
among others.
106
Problem Statement
Flipkart announced
the 2nd edition of its
flagship sale, The Big
Billion Days Sale, to be
held in October, 2015.
The Big Billion Day
Sale in 2014 introduced
Indian e-shoppers
to a sale format of a
magnitude they hadnt
seen before. For 2015,
with over 40,000 sellers
offering products across
all categories, to say
that expectations from
the 2nd edition were
immense, would be an
understatement.
Webchutney was
handed the digital
responsibilities for The
Big Billion Days sale. We
converged to one overarching communication
thought for the sale
The bigger the sale, the
bigger the preparation.
The articulation for the
lead communication
we followed was Abhi
Nahin Toh Kabhi Nahin /
Now or Never.
The 2 major differences
between the second and
first edition of the sale
were:

It scaled up from
a 1 day event in
2014, The Big Billion
Day Sale, to a 5 day
extravaganza in 2015,
107
The Big Billion Days

Sale.
The sale went apponly.
the need to prepare for

a 5 day, multi-category,
app-only sale.
Create a novel social

The communication
media engagement
challenges for The Big
campaign If social
Billion Days Sale 2015
media were roads,
were:
October 2015 would
be 6:00 PM Bangalore
1. A communication
traffic. Every
strategy that
e-commerce brand
complimented the
was clogging the space
magnitude of a 5 day, with media, rich and
120 hour mammoth
normal. With our
sale.
lead communication
fixed, our social media
2. October, being the
engagement campaign
pre-Diwali sale season would have to be
of the year, was filled unique, something the
to the brim with both Indian e-shopper hadnt
e-commerce players
witnessed before.
and offline stores
hosting flagship sales Drive home urgency
of their own.
Abhi Nahin Toh Kabhi
Nahin. With the sale just
3. The sale was
around the corner, our
app-only, so all
engagement would have
communication had
to subtly create a sense
to be smartphoneof urgency that drove
first.
participants to start
preparing for the sale.
Reinforce lead
communication
thought The bigger
the sale, the bigger the
preparation. With a
lot of static and video
content being created
by us around the lead
theme, it was essential
to have one engagement
activity that reinforced
Make the smartphone

the hero The sale
was going to be apponly. Accordingly, our
communication was
going to have to keep in
mind smartphones as
the primary touchpoint.
The Strategy
Marketing 101 The Art
of Storytelling.
We decided to take this gem of a
lesson a step further. What if we
could create a beginning and an end,
but put how a story panned out in
the hands of the people. We wanted
to create an interactive experience
which would strongly remind
participants that The Big Billion Days Sale was right
around the corner.
It was time to prepare for The Big
Billion Days (TBBD).
Platform we selected for hosting
the campaign:
Instagram A visual story-telling
platform that has a very attractive
mosaic-based display format. The
only purpose of Instagram is to tell
stories, through pictures mostly, or
through videos. Key reasons for going
for this platform were:
The mosaic layout of photos is very
attractive to look at.
Tags on Instagram make it easy to
move from one account to another.
So navigation for an interactive
experience was literally one-touch.
It was made for one and only one
platform the smartphone.
Platforms
we selected
for campaign
promotion:
social media, especially Facebook

and Twitter, Facebook 5,000,000 + &
Twitter 5,00,000 +
Hence, we decided to promote the
campaign on Facebook and Twitter
primarily.
The Execution
The big billion hunt reinventing
the Indian instagram landscape
Premise: A use of Instagram as a
creative device. We used multiple
Instagram accounts to create an
interactive user experience.
Scenes (photographs representing
a situation) were represented by
splitting the scene (photo) into an
array of 9 square photo (An Instagram
accounts optimum view displays a
mosaic of 9 photos). So scenes in the
virtual experience were represented
by accounts and the navigation
between scenes was facilitated by
Instagram tags.
Concept: The Big Billion Hunt - A
treasure hunt that gave users a
unique opportunity to explore a TBBD
shoppers house and find his Big
Billion Kit items. These are items that
would make a smartphone-only sale
a much faster and easier experience
for an e-shopper. On finding all items,
participants would be eligible to
win a collective prize of Rs. 50,000
in Flipkart eGVs
(electronic gift
vouchers).
The Story:
Flipkart as a
brand has a huge
follower base on
108
Tarun needs your

help. Explore his
house, end to
end, and help
him find every
missing item
from his Big
Billion Kit.
Theres more win eGVs worth
Rs. 50,000 as
a token of his
appreciation!
The Hunt Objectives:
Exploring the house
of the protagonist,
Tarun, and finding
all his Big Billion
Kit Items so that he
could have his ideal
Big Billion Days Sale
experience!
Commenting on
the photos of Tarun
holding his items
once you return
them to him, with
#TheBigBillionHunt.
Uploading a selfie
on Instagram of you
109

Primary
Scenes: These
are anchor
scenes which
had led
participants
deeper into
Taruns house.
with your favorite
kit item, along with
#TheBigBillionHunt.
Taruns Big Billion Kit
Items:
1. Mobile Charger
2. Portable Charger
3. Internet Dongle
4. Wallet with Debit
Card
5. Shopping List
The Big Billion Hunt
Instagram Account
Layout Scene Mechanism: Each
scene represented one
room/area in Taruns
environment.
Secondary
Scenes: The areas in
the home which had
objects that might/
might not contain a
Big Billion Kit item.
Tertiary Scenes: These
are scenes that show
the interior of objects
and enclosures placed
in secondary scenes.
Taruns Big Billion
tools will be found
in tertiary scenes.
There shall be a lot
of dummy tertiary
scenes (without Big
Billion tools) to make
the user experience
better.
The Big Billion Hunt Instagram

Environment
Navigation Mechanism: In order to

streamline the storytelling experience
for participants, we created 2
navigation symbols:
Pointing Hand: For navigation
between rooms and areas in the
house.
Bullet in Circle: For opening/
checking objects for a Big Billion
Tool.
Instagram tags were placed on
these navigation icons. So whenever
someone tapped on the navigation
icon in a photo, a tag would appear,
which when tapped would take them
to the next scene.
Instagram Back Button/
Smartphone Return Button: Both
of them served as the icon to go
back to the previous scene. We
didnt want to crowd our scenes
with icons. To largest possible
extent, we wanted to make use of
native Instagram features or native
smartphone features.
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We left no stone unturned in creating

a complete visual storytelling
experience. Each of our scenes were

hosted on one dedicated account.
Thus, including the campaign landing
account, the final gratification
scenes where our protagonist Tarun
is reunited with his tools and the
Flipkart Instagram account, The Big
Billion Hunt experience was built
creating 32 Instagram accounts.
Account Names: Each of the 31
accounts were strategically given
action based names. For example:
search_ground_floor was the
account name for the Ground Floor
Primary Scene. So, when someone
clicked on the navigation icon in the
living room, the tag that would read
search_ground_floor. Tapping
on the tag would take them from
the living room to, well, search the
ground floor scene. This made the
user experience more natural.
Navigation Algorithm
Entry Device Navigation icons that
take participants from one scene to
the next scene.
Exit Device The Instagram Back

icon / Smartphone Return Button.
populated social media platform with

promotional content:
Hence, using the exit device would

enable participants to go back to
the previous parent scene, i.e. from
a tertiary scene to secondary scene
and from a secondary scene back to a
primary scene.
Facebook We released a
sponsored post that incentivized
users with the Rs. 50,000 eGV
bounty. The post showed the
protagonist Tarun sitting on his
couch and looking very glum. This
post redirected users directly to the
Instagram Big Billion Hunt Landing
account flipkart_big_billion_hunt.
Brand Placement in the Big

Billion hunt: So we had a virtual
world. Why not have TBBD brand
properties in this virtual world? It
was our own world after all. We
incorporated visual elements in the
hunt that fit in naturally with our
lead communication and delivered
a sense of urgency about the sale to
participants. The brand properties we
incorporated were:
1. Calendar with TBBD dates marked
in the living room scene.
2. Laptop with TBBD commercial in
the bedroom scene.
3. Rooftop TBBD billboard in balcony
scene.
Twitter We took a phased

approach here. We released
intrigue tweets at around 10:00
AM to create a buzz around the
hashtag #TheBigBillionHunt. Once
the tweeples warmed up to
the fact that something huge was
coming their way, we released
our launch post along with an
attractive campaign image and a
link to the Big Billion Hunt landing
account. Over the course of the
day we released a 6 second promo
video and some support tweets
to keep the excitement going for
#TheBigBillionHunt.
Campaign Launch:
The Big Billion Hunt was launched
at 12:00 noon on 10th October,
2015. Earlier on the same day, we
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Instagram We released one

image on Flipkarts Instagram
page. This was an adaptation of
the Facebook launch post. It had a
tag that took participants directly

to the Big Billion Hunt Landing
account. On the campaign day, no
other post were.
Periscope We used Periscope
to live broadcast the launch of
#TheBigBillionHunt, right from the
Webchutney office. The broadcast
showed the Webchutney team
doing a countdown from 10, and
of course, going crazy when we
officially launched the campaign.
Results
The Big Billion Hunt was an
undisputable hit. Clearly, Indian
netizens were getting tired of the runof-the-mill contests and quizzes as a
means to engagement. In addition to
huge organic reach, we experienced
an unprecedented excitement about
the campaign and its innovativeness.
Participants from all demographics
shared the campaign within their
social network, leading to a very high
organic reach. 5 winners of the Rs.
50,000 eGV bounty were announced
on 12th October on the Flipkart
Twitter Handle, but the property was
kept public on popular demand.
Campaign Launch Date: 10th October,
2015.
Duration of the campaign: 12 hours
12:00 PM to 00:00 AM.
Note: All data presented is for the 12
hours while the campaign was live.
Instagram Participation Data
560 public posts generated with
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#TheBigBillionHunt.
210 Instragrammers successfully
completed the activity (to be
eligible for the prize).
Over 721 followers on the flipkart_
big_billion_hunt account.
Nearly 400 new followers were
added to the Flipkart Instagram
account (@flipkart) during the
campaign duration. Note: Nowhere
in the campaign was it mandatory
to follow the Flipkart account.
The whole campaign was hosted
on different Instagram accounts
altogether. Hence this follower
spike was voluntary and purely
organic.
Twitter Data - For #TheBigBillionHunt
Trended on Twitter on the
campaign day.
3,432 tweets generated.
19,662,324 timeline deliveries.
3,371,505 reach.
Participant Validation
Numbers and graphs can measure
the statistical success for a campaign.
Only user testimonials measure the
audience excitement for a campaign.
And boy, did we have them in plenty!
The best outcome for brand
Flipkart and The Big Billion Days
Sale through The Big Billion Hunt
was the sheer organic popularity it
received. Participants on Instagram
were extremely liberal with their
admiration of the experience
and went on to tag their friends
voluntarily.
Some participants even went a step

ahead and initiated conversations
with their unassuming friendly
protagonist, Tarun, expressing their
solidarity!
e-shopper brought a human touch

that won them over.
Media Coverage
Cross Platform Promotion: No

matter which social media platform
your campaign is hosted on, cross
platform promotion is essential to
ensure holistic participation.
The Big Billion Hunt was hailed by

many industry relevant media
outlets for its novel approach to
storytelling through the use of
Instagram. The first coverage of the
activity was by Mad-Over-Marketing,
less than 24 hours after the campaign
ended.
Role of Influencers: Indias social

media landscape is increasing every
single day. In order to give a large
campaign a fitting promotional
strategy, social media influencers are
key. More importantly, influencers
must be chosen based on the TG your
campaign pertains to.
Observations
Brand Connect: Innovation for

innovations sake is futile. Having
a strong brand connect can
exponentially increase brand recall
achieved through a campaign.
The Big Billion Hunt has been a

great learning experience for both
Webchutney and Flipkart. Here are
our key takeaways:
Potential of Instagram: Instagram
as a visual marketing platform has
huge potential in India. The reasons
are simple. It is free of the random
clutter of content you find on other
platforms like Facebook and Twitter.
Content doesnt start spilling in from
anywhere and everywhere.
Content is King, Always: Innovation

doesnt always mean the creation of
a new platform. Innovation needs
to come into the quality of content.
Only then can organic popularity be
achieved.
Emotional Connect: The Indian

netizen is getting saturated with
standard and repetitive engagement,
which has very transactional content.
The only way to attract people
who are not the usual contest
mongers is to create a unique
storytelling experience that gives
them something to smile about. The
fact that participants were given the
responsibility to help out a fellow
113
Bajaj Allianz Life JFC 6

How Bajaj Allianz Life JFC Season 6
Received 6000 Entries For Its Annual
Football Talent Hunt
The Brand
The brand has been in news for

Bajaj Allianz Life Insurance is
its association with team Mumbai
a leading non-bank promoted
Indians in Indian Premier League and
Private Life Insurance brand,
team Kerala Blasters in Indian Super
with substantially high consumer
League (ISL) in 2014, and also other
awareness scores and consideration
important campaigns like Junior
scores. According to the annual
Football Camp, Junior Talent Hunt,
research report on the brand, Bajaj
Defeat the Tax Monster with Bajaj
Allianz Life Insurance has maintained Allianz Life Insurance. In the recent
its position amongst private players
past, the brand has been quite active
by having a brand awareness of
on social media. The customers
79%, while consideration is highest
feedback received in different forms
amongst non-bank promoted Private
on social media is proactively listened
Life Insurance brands in the country. and responded to by our brand.
114
Problem Statement
Bajaj Allianz Life Insurance
conducted its annual football talent
hunt Junior Football Camp (JFC) for
the sixth consecutive year. This year,
5 youngsters were selected out of the
top 29 talents. The Junior Football
Camp is organized in association with
Allianz SE, the official partner of FC
Bayern Munich.
Allianz went beyond sponsorship

by actually conducting an elaborate
selection process and choosing the
best with the help of professional
footballers. The selection process
considered entries or applications
from across different locations of the
country.
The main objective of having

introduced Season 6 at the online
platform was to provide young,
The camp is held in Munich, Germany talented footballers an opportunity
in the second week of August and
to participate from every nook and
gives youngsters from across the
corner of the country.
world an opportunity to meet and
get trained with the legendary FC
The Strategy
Bayern Munich coaches on the clubs
official training ground. They also got
Youngsters were asked to log on
a chance to attend a match at Allianz
to the website jfc6.in and register
Arena, the unique football stadium
and met football stars from FC Bayern themselves. Bajaj Allianz Life
representatives helped youngsters
Munich like Thomas Mueller and
apply. Once the registration was
others.
completed, the candidates were asked
to play an online football quiz, titled
The camp this year received entries
Whats your FQ? (Football Quotient)
from nearly 6000 youngsters from
post which they had to submit a
across the country through Bajaj
video of not more than 2MB in size
Allianz Life JFC Season 6 microsite.
showcasing their football talent.
Out of these 6000 entries received,
the top 29
talents were
selected based
on their results
of Football
Quotient quiz
and videos
showcasing their
skills.
Identified
Objectives
Through this
initiative, Bajaj
115
Execution
#Daddymycoach
contest was
launched in
connection with
Junior Football
Camp, wherein
the audience were
asked to share
their experience
of the role played
by their father in
coaching them
through thick and
thin situation.
The #KheloBefikar contest was linked
to the Junior Football Camp Season
6 video launched. The audience were
quizzed about their observation skills
and asked question based on what
they saw in the video.
Results
Facebook (Page level):
Total FB fans: 44,670
Total Page Engaged Users: 2,29,100
Total Reach: 48,84,934
Total Impressions: 86,00,475
Facebook (Post level):
Total post reach: 10,09,249
Total post impression: 12,72,571
Total Engaged Users on the posts:
1,46,639
Twitter:
Followers: 5,215
Impressions: 14,57,926
Engagement: 22,188
Observations
During the course of Junior Football
Camp Season 6, the company has
learned a few lessons. We understand
that a complete online activity was
initiated considering the increasing
number of internet users and the
wider reach that comes with it.
However, presence of the activity
both on the online platform and on
the ground will make it a win-win
proposition for both the football
aspirants and the company.
116
A holistic online campaign and

selection trial on the ground should
happen simultaneously in order
to make the talent hunt even more
popular. Going forward, our efforts
will be to offer both these platforms
as part of JFC in different parts of
the country to make this a unique
platform for budding football talents.
ShopClues O Bhaisaab
How ShopClues Quirky O Bhaisaab
Campaign Grew Brand Awareness For Its
Sunday Flea Market
The Brand
ShopClues is Indias real bazaar
that brings the essence of local
markets across the country, to an
online platform. The company was
established in the year 2011, as a
fully managed marketplace that
allows buyers & sellers to interact
in an organized manner. It provides
a seamless shopping experience
to customers with innovative
technology, unique products &
117
competitive prices. ShopClues is

a brand which caters to shopping
needs of the Indian masses & allows
merchants across the country to
sell online & reach their potential
customers.
The Bhaisaab campaign was
conceptualized & executed inhouse and was led by ShopClues
social media team. As the campaign
progressed, the team improvised on
the strategy and built more ideas on
the response to the campaign.
Problem Statement
One of the biggest
challenges for
e-commerce players
is to keep up their
traffic and sales
numbers during
weekends. On
Sundays, people like
to relax at home
or go out to shop.
Hence, an online dip
in sales is a common
phenomenon.
ShopClues felt a
need to tap this
opportunity, to drive
sales on Sundays and
took up an uphill
challenge.
To offer unbelievable
price points, quirky
products and the
experience of a local
Flea Market online to
our customers.
To increase the
brand awareness
and popularity of
our weekly property
Sunday Flea Market
among online
shoppers.
To communicate the
USPs of Sunday Flea
Market and build a
unique positioning.
cherry on the cake. The

insight that spurred
this campaign was to
encourage people to
save their time and
money on Sundays with
ShopClues concept
markets and use that
time for other activities.
This resulted into the
inception of Sunday
Flea Market and it
has become a favorite
property among the
ShopClues customers.
People come back for
the irresistible deals and
incredibly low prices. If
you thought ShopClues
has the best deals
anyway, you havent
checked out Sunday Flea
Market yet.
To increase the
To create a brand
website traffic and in
recall and increase
turn the GMV/sales on
engagement with
The idea behind O
Sunday Flea Market.
our customers was
Bhaisaab was to
another challenge
To make Sunday Flea bring a famous Indian
that we planned
Market a habit for our expression of surprise
to solve with this
with a new mascot of
customers & compel
campaign. We wanted
Sunday Flea Market.
them to come back
to come up with
And we present to you
every Sunday.
something innovative
the endearing Omi
and quirky to
Bhaisaab.
To build intrigue
differentiate us
and conversation
from the rest of the
O Bhaisaab! How
around the brand,
players while staying
many times have we
get maximum
in sync with our
all exclaimed this?
engagement and
Brand Tonality. Our
1+1 on Pizza Delivery
brand recall.
brand has a quirky,
O Bhaisaab! Virat
humorous and a mass The Strategy
Kohli Hits a Century O
appeal to it, which
Bhaisaab!
was aptly represented
If you give consumers
by Omi Bhaisaab.
Omi Bhaisaab is a
the right kind of deals
character based out
in the comfort of their
of Kanpur and he is a
Identified Objectives homes, it becomes a
teacher with a witty
118
sense of Humor. As soon as he joined

social media, he was a hit! The idea
was that products on Sunday Flea
Market are so whacky and the deals
are so unbelievable that it makes you
go O Bhaisaab.
be a talking point on various media

platforms. The social media was
going gaga over O Bhaisaab and
national newspapers picked up the
phenomenon that Bhaisaab became,
as a result of him becoming a Twitter
Trend. Consequently, the campaign
was a unique feat for ShopClues,
helping the brand drive sales and
user engagements with a completely
innovative approach. The marketing
crusade is still on!
Omi Bhaisaab hiccups whenever

someone finds a whacky deal!
You know how they say if youre
hiccupping, then someone is thinking
of you. So every Sunday, customers
shop & find awesome deals on Sunday
Flea Market & exclaim O Bhaisaab.
Results
This humorous and quirky angle
is what keeps Sunday Flea Market
OBhaisaab Twitter handle grew
relatable and relevant.
from 0 to 2800 followers in 3
weeks.
Our TVC introduced Omi Bhaisaab
and his Sunday chronicles to our
Engagement rate 4.7%, Retweets
audience, giving Sunday Flea Market
3900, Likes 2000, Replies 17200.
a brand new image! Aflatooni
Products @ Aflatooni Prices is what is Twitter trends for 6 Consecutive
now associated with our most popular
Days: #YoBhaisaabSoCool,
property.
#YoBhaisaabDubs, #DubsmashDay,
A separate Twitter account with
the handle name @O_Bhaisaab
and a Facebook page was created to
drive engagement and create buzz
around this funny character. On
Twitter, activities such as Dubsmash
contests and creative memes using
hashtags like #YoBhaisaabDubs and
#DubsmashDay to #YoBhaisaabSoCool
were started, which caught tweeples
attention
and created
a muchneeded buzz
and curiosity
behind O.
Bhaisaabs
origin.
The campaign
turned out to
119
#KhooniSomvar, #OhBhaisaab
The impact could be witnessed
from the fact that on two
consecutive Sundays, both
#SundayFleaMarket and
#OhBhaisaab trended together on
top.
#YoBhaisaabDubs More than 300
dubsmashes
were shared
on Twitter.
The trend
#DubsmashDay
attracted
people from
across India
to share their
Dubsmashes
with Bhaisaab.
OBhaisaabs Facebook page earned
6600 likes in 3 weeks, with highest
post reach 56000, and total
engagements almost 10000 in all
of 14 posts.
Observations
Brand recall was achieved through
active engagement with our
customers and building a strong
connect with them as opposed to just
presenting a value proposition.
Social media is a strong medium that
amplifies the campaign manifold and
leads to better brand recall.
Quirky and relevant content attracts
more audience and accelerates the
campaign.
Experimentation with newer apps and
platforms such as Dubsmash is an
effective tactic for viral marketing and
the best way to get maximum brand
visibility.
120
Citi WhatsOnYourPlate
How MEC Globals #WhatsOnYourPlate
For Citi Saw Cards Preference Jump To 70
& Generated 100M Impressions On Social
The Client
Committed to India for over 110
years, Citibank N.A., India takes pride
in being a premier locally embedded
financial institution, backed by an
unmatched global network. Citis
presence in India spans 45 branches
across 28 cities and is the preferred
banker to 45,000 small and mid-sized
companies across India. In line with
our commitment to make a positive
difference in the communities we
work, Citi Indias citizenship program
121
targets its strategic efforts in the

priority areas of Financial Capability
& Asset Building, Microfinance,
Enterprise Development, and Youth,
Education & Livelihoods.
The Agency
MEC Global is one of the worlds
leading media agency networks. Our
5,000 highly talented and motivated
people work with category leading
advertisers in 90 countries and we are
a founding partner of GroupM.
Problem Statement
been on top of mind.
Dining platform is a key

customer engagement
platform on Citi cards
that establishes Citi as
the preferred card in a
customers wallet and
influences spends jump
across categories.
The credit card

plays the role of an
important facilitator
in the dining payment
process yet it
continues to remain
in the background.
The financial players
have been focusing
Moreover Citi had 4
on offer percentages
strong but dis-joint
and range more
dining properties. Citi
than the consumer
wanted to integrate
sentiment around
these under an umbrella
food.
association to not just
dominate but be the
To this end, competition
leading player in the
had also amplified
dining-out space.
media spends and
the absence of
Traditionally, in India
a differentiated
dining out at restaurants association in the
has been looked as a
market, evoked an
family outing. However imminent need and
this consumer behavior opportunity for Citi to
has seen a significant
own a differentiated
change in the last 5
meaningful association
years. Today Food is so
and unify its dining
much more. Everyone
offers in an umbrella
wants to be seen as
positioning.
a foodie- the interest
around food has seen an Identified Objectives
explosion.
Consumer interest
on dining has risen
exponentially;
however dining
spends on cards were
not reflecting the
same jump.
Consumers are aware
of card offers at
restaurants, but never
122
1. Make Citi the

preferred card: Drive
Cards Preference to
an all-time high to 67
2. Top of mind recall:
Drive dining
offer awareness
to an all-time
high (>50% )
15% + Ad recall
(avg. is 10%)
3. Increase Citi
card number of
transactions and
spends on dining by
15% -YOY*
(*YOY target as dining
out spends have
seasonal pattern)
The Strategy
Citi did an extensive
consumer research to
understand not just
the data on purchasing
patterns, but also
customers motivations
around dining out. Key
trends discovered:
Experimenting with
food is an interesting
conversation topic in
social circles
Exponential
consumption of
dining content 100%
jump in last 5 years
Dining content jump
led by Mobile &
Videos
Dining is Always On
process: planning >>
sharing experience >>
creating memories
Influencers:
Social media ,food
influencers drive food
preferences
Online & Social Hotspots:
Zomato nurtures the largest food
community in India
journey end to end

Leverage content and
personalization to contribute
relevantly to the different ways in
which people engage with food.
Insight: Interesting food conversation

is the new identity maker.
Media Strategy: Always On mobile
led content strategy
Food is an important component of
identity an indicator of a person
1. Create Mobile Led Content
being well-travelled and hence
interesting.
Videos
Immersive cinemagraphs
Big Idea: #WhatsOnYourPlate
Long form content (partner
advertorials)
More often than not, its not just food
Content partnership with Zomato
thats the only thing on your plate.
There are stories, some delightful and 2. Engage Influencer Community
other crazy ones. So, may you never
be out of a great answer for Whats
Food celeb partnership Maria &
on your plate? with Citi dining offers
Kunal
by your side.
200+ social influencer network
Zomato foodie meet
Start the conversation with a
provocative social expression
3. Build Commerce
#WhatsOnYourPlate.
Real time hyper local offer
To create conversations, partner with
personalisation at physical dining
food influencers for
hotspots
content creation.
Targeted offer delivery with
To amplify conversations, embed
custom audience
on existing online dining hotspots Facebook, Twitter, Zomato (Rather
Cross Platform Amplification
than creating a new destination).
Execution Pillars Launch Strategy: Take the category
by storm with an integrated social
1. Create Mobile Led Content
first campaign
Immersive Cinemagraphs- Content
Innovation. Citi becomes Indias first
Outsmart the competition not by
brand to leverage cinema-graphs
media spends but share of relevant across touch points
customer mentions
Insight: Dining being an experience
led journey, the communication
Map the mobile dining consumer
123
strategy had to lead with

immersive experiences
rather than static
content. On an average,
rich media formats
have delivered 2X
more CTR and 5X more
engagement.
So, Citi moved from
static creatives
to immersive
cinemagraphs that
were placed across
paid and owned
touch points such as
Facebook, Twitter,
outdoor digital
screens, e-mailers,
digital banners, ATM
screen etc.
Community
A large scale social cross
platform influencer led
activation
Insight
People love giving
recommendations for
personalities but shared

passion Food. Maria,
The Expert, Loves
Mumbai Food v/s Kunal
The Foodie, Loves Delhi
Food.
Launch
#whatsonyourplate
contest video:
Contest launch
with a video with
Maria & Kunal face
off on Delhi v/s
Mumbai food.
Click to activate cinemagraph
Asked for
dining out- whether

best dining out
a foodie or not you
suggestions on
always know the good
Twitter and Facebook
places to eat in your
Zomato Partnership
city.
Culmination video
(Zomato is Indias largest
covering Citi partner
dining-out content
Delhi v/s Mumbai is a restauraunts
aggregator)
natural conversation
starter. These 2
3. Build Commerce
Insight: Customers dont
biggest metros in
want to know all 2000
India are perpetually Real time location based
offers on the Citi card
engaged in a facehyper- personalisation
but the best offers in
off on a variety of
their city on their card.
issues. This extends
Targeted Offer Delivery
Relevance of content is
to food and each city
at physical dining
critical.
takes pride in the
hotspots. Show the
wide range of dining
customer the nearest 6
Leveraging this insight
options it has to cater Citi dining offers.
a dedicated content
to taste buds.
section on the Zomato
Custom audience
App Home Page was
Citi took the Delhi v/s
hosted- city wise pages
Mumbai never ending
Targeted Offer Delivery:
for all Citi dining offers
duel to the next level
Reach existing Citi
with rating on Zomato
with food influencers.
customers on Facebook
(defined as >3.5).
Started with an
with targeted dining
interesting influencer
offers on the weekend.
2. Engage Influencer
pair - 2 very different
124
Results
Brand Impact
Cards Preference
jumped highest ever
score of 70- increase
by 4% points to
become the best
globally across Citi
cards (IMRB brand
track survey Oct15)
Nov
Jump in dining daily
transaction volume
YOY (~3X over
achievement over
target)
Social Impact
2X higher ad recall
22% (IMRB brand
track survey Oct15)
With over 1.6 MM

video views, 100 MM
Impressions and
16000+ conversations
on social media, our
customers lived up
to their food quotient
and Citi breached the
highest ever Brand
& Social Engagement
benchmarks.
Business Impact
Earned Media
Jump in dining daily

spends YOY (~2X over
achievement over
target). The campaign
also activated 10% of
Citi credit cards base.
Activation defined as
non-active customers
started spending.
Source: Citi internal
data -Duration Sep to
Recognised at several
platforms
Dining offer
awareness peaked to
51 (IMRB brand track
survey Oct15)
125
Observations
This was the first
dining campaign in
which all paid media
was only leveraged
for content marketing.
The combined strategy
of two pillars food

influencer partnerships
and targeted offer
delivery delivered
results.
Strategy of partnering
with leading dining
aggregator Zomato
instead of investing
in creating a new
destination paid off.
Consumers are happy
to consume branded
content if its relevant
and engaging.
Brands shall experiment
with varied lengths with
video content.
Video content was well
received in spite of the
final culmination video
length of ~3min.
There are executional
challenges with new
content formats such
as cinemagraphs
especially to deploy
across physical and
online inventory.
Amazon Diwali Sale

How OgilvyOne Bangalore Created
Engagement By Reaching Out To 16,000
Unique Users For Amazon Diwali Sale
The Client
more valuable to customers, and

customers more valuable to brands.
Amazon India is one of the key
e-commerce companies in the country We have a diverse network of
specialty companies and strategic
and constantly competes with other
partnerships to help deliver the best
retailers and e-retailers during the
Customer Engagement solutions to
sales and the festive seasons.
clients around the world. We are
more than 5,000 employees in over
The Agency
100 offices across 68 cities covering 38
countries. But were at our best when
OgilvyOne Worldwide makes brands
focused on an audience of one.
126
Problem Statement
We wanted to take the
Amazon message of
Dhadaam Dhudoom
Diwali across all social
platforms in an engaging
way, that didnt take
away from the Diwali
message the brand was
trying to drive.
Get the most amount
of eyeballs on social
with campaigns.
advertising expenditure
with all brands upping
their media spends and
a lot of movies prepping
for Diwali releases.
With TV and Print
getting saturated with
ads, most brands now
look to social media to
strike a deeper connect
with their consumers.
On social media too,
the noise tends to be
very high during festive
seasons. We wanted
to take the Amazon
message of Dhadaam
festivities associated
with it. We wanted to
recreate this for our
followers and create the
maximum amount of
engagement and noise.
We approached it with
a mix of seeding content
and an interesting
mix of engagement
opportunities for our
followers.
1. TVC Launch We
were expecting a surge
on conversations with
the launch of our TVC
Engage with a large

number of people
during the campaign
period.
The Strategy
Diwali is one of Indias
most celebrated
festivals. It is the season
of house cleaning,
redecorating, and
shopping for outfits, gifts
and sweets. People buy
cars, white goods, pore
over the latest festive
fashion trends and
decide on what to make
from weeks before.
Over the past few years
with the retail and
e-commerce boom in
the country, Diwali has
also become the time for
offers and mega sales.
It is also a time for high
volume of media and
127
Dhudoom Diwali across

all social platforms in
an engaging way, that
didnt take away from
the Diwali message the
brand was trying to
drive.
We had a campaign
period of about 20 days
and sought to keep our
followers engaged with
a mixture of content
and engagement ideas
centred on Diwali and
common symbols and
and were prepared with

festive looking replies in
GIF form.
2. Fulfilment Center
content We wanted
people to know about
what happens before a
big sale launches, the
kind of preparations
underway. We wanted to
give them a little glimpse
of where all the stuff on
Amazon actually comes
from. Diwali is a time
when our Fulfilment
Centers are at their busiest. We ship

millions of products in the span of a
few days. We wanted to give people
peek into the momentum of the sale.
6. #LightsCameraDiwali Diwali
photostory for the days leading to
Diwali with a theme that was intrinsic
with the festival.
7. #NotgoingHome
#HappyDiwaliFromAmazon Diwali
is about family and being with friends
and loved ones. But there are always
those who have to stay back and
cant be with their family. We wanted
to take this opportunity and make
Diwali special for them and make
these people feel loved. We thought
it was a great way to end the sale, to
Midnight deal are the most exciting
give back to the people and give us a
and also tend to get lost at times. We
wanted an engaging way for people to chance to connect with them.
actually look up the deals, so we gave
them emoji based clues of the same in We started listening in to
conversations on Twitter using the
the hour leading up to midnight.
Spriklr Listening Suite and identified
people who were talking about not
4. Housie People get together for
parties for Diwali and a popular game being with their family. Of the over
100 people
is Housie. We
who we
wanted to
narrowed
recreate housie
down on, 8
on Twitter. We
were based
asked people
in Bangalore
to match their
and were
cart value to
hand
the number
delivered
thrown out by
gifts. These
Amazon every
deliveries
half hour. We
were captured on camera and
drove visits to our website, and also
made people look though our product converted into photo and video
stories. The campaign was received
catalogues.
positively on social, and we got a
5. DIY Diwali on Amazon Diwali is lot of tweets from the gift recipients
and other customers talking about
all about people undertaking small
Amazon.in.
tasks and decorating your home
with rangoli, diyas and lanterns. We
wanted people to show us their DIY.
Results
For this activity we also involved
influencers.
With the Deals on Amazon, there
3. Deal Highlights With hourly
deals on e-commerce websites and on
multiple products, people tend to miss
the juiciest of deals. We wanted to
inform our followers of these in a way
that kept up with the spirit of Diwali.
So, a matchbox would open up every
day with the deal of the day.
128
was a 50% increase in social share

of site visits during the campaign.
With this campaign comprising
above mentioned activities and a
few more we trended on Twitter
for a total of 50+ hours over a
period of 20 days with multiple
hashtags trending on the same day.
We saw 120k mentions across
all social media, 40Mn people on
Facebook, 415Mn impressions on
Twitter and reaching over 16,000
unique users.
Observations
Content from the brand keeping with
the theme of the festivities resonated
well with people.
Content from the brand showing what
actually goes on behind the scenes is
well appreciated.
When the brand takes a few steps to
create a moment of delight for the
customer, it is very well received and
appreciated.
129
Infosys ATPWithInfosys
How Infosys Built Brand Awareness
During ATP World Tour By Sharing Live
Tweets With Key Data Insights
The Client
Infosys is a global leader in
consulting, technology, and
outsourcing and next-generation
services. We enable clients in more
than 50 countries to outperform the
competition and stay ahead of the
innovation curve. With US$9.02 bn in
LTM Q2 FY16 revenues and 187,000+
employees, we are helping enterprises
renew themselves while also creating
new avenues to generate value. We
provide enterprises with strategic
insights on what lies ahead. We help
enterprises transform and thrive in
130
a changing world through strategic

consulting, operational leadership,
and the co-creation of breakthrough
solutions, including those in mobility,
sustainability, big data, and cloud
computing.
The Agency
Push Integrated Communications Pvt.
Ltd.: Creatives.
Infosys Corporate Digital Marketing:
Media planning, campaign
conceptualized and execution.
Problem Statement
tennis fans during the matches.
Build brand connect by leveraging the

partnership between Infosys Limited
and ATP World Tour for providing
data insights pertaining to the top 8
players during the London Finals in
2015.
Campaign #tag: #MoreATPwithInfosys

The insights were generated through
Infosys Information Platform, the
big-data and analytics solution from
Infosys is the Global

Technology Services
Partner for ATP World Tour
and a Platinum Partner for
the ATP World Tour.
1. Build brand awareness
for Infosys Limited
2. Tap into the conversations on
Twitter around London Finals of
ATP World Tour and connect with
tennis fans
3. Have at least one verified handle
from the tennis fraternity follow @
Infosys
The Strategy
Social campaigns around sporting
events are always interesting. Infosys
provided key data insights to the ATP
editorial team for sharing them with
Infosys for getting actionable insights

from structured, semi-structured
and unstructured data. Each insight
was turned into a Tweetpic that was
tweeted out.
Some of the insights were turned
into short 15-second videos that were
tweeted out using the native video
player on Twitter.
Being a real-time working scenario,
the tweets were not scheduled and
were sent out based on the course
that each match took.
Each tweet was promoted for short
bursts of time during the respective
matches, targeting the
followers of the players
of each match, across
geographies.
The campaign ran for 7 days
and the numbers really
speak for themselves.
131
Results
targeting will get you quality.
143 tweets were sent out
Plan your content promotion strategy,

it just requires taking a step back and
visualizing the larger picture. Livetweeting works extremely well to
own an events Twitter conversation
stream.
Over 2.1 million impressions

gathered
More than 33,800 engagements
across the globe
Over 3400 profile clicks validated
the campaign from a brand
awareness point of view these
people wanted to know who
Infosys was.
Over 55,000 media views meant
that a mix of Tweetpics and Twitter
video helped us take those amazing
insights to the fans
Two verified handles from the
tennis fraternity followed us:
@theljubicic he is Federers
coach!
@cilic_marin one of the
youngest players and an
upcoming star
All this was achieved with less
that INR 100,000 being spent on
promoted Tweets.
Observations
The right agency partner is
extremely important. Identify your
demographics during the campaign
and alter it, in real time.Have a clear
content strategy in place for any
campaign.
Content and context matter the most
for success of a campaign. Spending
money can get you quantity, precision
132
Mentos #FarakPadega
How The Glitch Got Chicken
Conversations To Go Viral For Mentos By
Achieving 111M Impressions On Twitter
The Client
The Agency
Mentos started its journey in India

way back in 1999. Subsequently in
2003, it got an Indianized tagline of
Dimaag ki Batti Jala de based on
its positioning of smart thinking.
This line has become a part of
local lingo amongst young people.
A large part of Mentos success is
attributed to its advertising, which is
funny, exaggerated and immensely
memorable. Mentos is available in
mouthwatering flavours such as mint,
strawberry, orange, watermelon and
lime with many more to come.

sphere.
133
Problem Statement
TVCs in themselves
were clutter breaking,
Mentos had moved from the average consumer
a 50 paisa pricepoint to
simply laughed at the
Re. 1. The brand feared
hilarious chickens and
a drop in sales due to the then moved on without
shift in pricing. Hence,
really registering the
the new Mentos was
main communication of
positioned as Bigger,
Bigger, Better, Softer.
Better, Softer, to justify The digital campaign,
the higher price. The
therefore, had to achieve
TVC launch campaign
the two-fold objective
showcased a pair of
of helping consumers
chickens talking about
equate the chickens
trivial things and being
with Mentos, even as it
interrupted by a hand
created awareness about
holding up the new
new and improved
Mentos, announcing
Mentos.
how it was Bigger,
Better, Softer.
The irate
chickens
would hurl a
choice insult
and return
to their
conversation
as the VO went
on to claim
that inko
nehin, lekin
aapko farak
padta hai.
Mentos is now
bigger, better,
softer.
The original digital
mandate given to us was
a simple surround plan
for the TVC, through
which the Bigger,
Better, Softer message
could be reiterated.
However, while the
134
While the chickens
starring in the ad
were never intended
to feature beyond the
original TVC, the digital
campaign decided to
give them a sequel of

sorts. We did this by
taking these plucky
characters online and
letting online users
discover their sparkling
personalities and
acerbic wit.
The Chickens were
now active on social
media and people
began interacting
with them in droves.
Users interrupted
the Chickens online
conversations with
the Mentos message
and were left laughing
at the angry
retorts. Once
the concept
of the TVC
and the main
message had
been firmly
established, we
got ready for
the inevitable
- Revenge of
the Chickens.
Tired of being
interrupted
by Mentos
and its fans,
the Chickens
decided to
strike back and do the
same to consumers.
Finally, a dramatic
twist and a call for
help by Mentos, would
eventually see the fans
restore things to normal
and bring the campaign
to a close.
The Strategy
thread asking Hi, did

you know that Mentos
is now bigger, better,
We created 4 distinct
Chicken personalities to softer? and seeding in
feature in our campaign, the TVC. The Chickens
would respond in anger
giving them everything
and consumers would
from a name and
birthday to
complete
social
media
presence
including
FB profiles
pictures
and Twitter
handles.
Murghi
Rixit, RA
Murgadoss,
Anil
Cucknoor
and Hena Nalini began join in on the fun - when
Hena Malini proudly
actively tweeting and
posting about their lives proclaimed a FB life
event of laying a new
online.
egg, one user casually
The campaign rolled out pointed out that an egg
that size would make a
as follows: great omelette.
Phase I: Chicken,
Interrupted
The 4 Chicken
personalities would
post something, share
and comment amongst
themselves (e.g.: Anil
Cucknoor posted to RA
Murgadoss page: No
one ever asks why that
lady crossed the road,
do they?) when Mentos
would suddenly appear
on the conversation
135
At the end of this phase,

we had achieved what
we wanted - most
people had seen the
consistently seeded TVC
and/or had experienced
the concept of it i.e.
interrupting chickens
with the Mentos
message.
Phase II: Convince The
Chicken
Now that users had
seen how Mentos had

(unsuccessfully) tried to
tell the Chickens about
the new Mentos, both
in the TVC and online,
we asked them for their
help in doing the same
through
FB/Twitter
contests.
Users were
encouraged
to post/
tweet to the
Chickens
with their
most
creative
rendition of
the Bigger
Better Softer
message in
an attempt to convince
the Chickens to try the
new Mentos. The most
creative entries would
be awarded with a gift
voucher; though the
bigger reward was being
singled out and insulted
by the Chicken, for
ruffling his feathers!
Phase III: Revenge Of
The Chickens
The Chickens now took
to YouTube to start
complaining about the
Mentos spammers...
by interrupting users
themselves!
This was achieved by
non-skippable YouTube
pre-roll ads which were
targeted to appear on
the ten most common
keywords for maximum
impact. So for instance,
a user searching for
a music video would
instead see a nonskippable video of a
Chicken singing croakily.
And just at brink of
irritation, the Chicken
would turn deliberately
and say sarcastically
into the camera: Am I
interrupting you? The
Chicken would then
warn the user not to
interrupt them further
and let the video play.

Following this warning,
which obviously went
unheeded, the Chickens
suddenly take over the
Mentos Facebook page!
They hold Mentos
hostage and refuse to
leave until users solve
the riddles they set,
using their Dimag Ki
Batti. Finally, after 8
days of hostage drama
136
and an unprecedented
number of participants
in a contest without
influencers or even
gratifications, loyal
users manage to free
Mentos from the
Chickens, who true to
their word, disappeared
without a trace.
Results
The Mentos
#FarakPadega campaign
(Phase I & II) lasted for
9 days during which
we announced both the
change in packaging
and our avatars, the
Chickens.
During these 9 days,
users interacting
and participating
with the chickens
crossed 950 users,
with conversations
touching 60,000.
The Chicken
conversations
went viral and they
garnered more
than 111 million
impressions for the
campaign on Twitter.
The unique reach
of our tweets
with the hashtag
#FarakPadega was
more than 2.8 million.
The campaign
had its onground
achievements as well.
As the price point
had increased (From
50p to Re 1) Perfetti
had predicted a drop

in its market share.
The campaign was
designed to prevent
that from happening,
by keeping Mentos
alive in its consumers
mind through its
fresh and quirky
communication. In
January, our market
share was 9%,
however by April
our market share
had climbed to a whopping 21%.

An entire 12% increase in just two
months!
Our top of the mind awareness
had taken a big hit due to our
price change, but since the
inception of #FarakPadega, it has
risen across all our key centers.
The communication also helped
drive brand imagery parameters,
pushing them into double digits.
PHASE III: The 14 day campaign was
a completely organic continuation of
the campaign.
Organic impressions for the
campaign on Twitter crossed 5,500.
Observations
Humour is always a nice and effective
way to attract engagement. Mentos
wanted to take this humour and add it
with the quirkiness that the brand is
known for. The whole idea of creating
commercials from the point of view of
the interrupted chickens, and creating
conversations through handles run
by the chickens on Twitter took this
engagement a notch higher.
It just goes to show that a mix of quirk,
wit, humour, and not to forget, brand
philosophy, always does the trick.
137
Westside #StoreAlone
How Hansa Cequitys #StoreAlone
Campaign For Westside Saw A 29% Rise
In End Of Season Sales
The Client
Westside is the department store
business from Trent Ltd, a Tata
Group Enterprise with 85 stores
across 50 cities. Clubwest, the loyalty
program of Westside, was launched
in 2001 with the primary intent
to increase customer satisfaction
and engagement through relevant
marketing programs. To date,
Clubwest has 2.2 million members
that contribute to 72% of the sales at
Westside.
The Agency
Hansa Cequity With a data-driven
138
marketing thinking and strategy, we

help companies build intelligent,
intuitive and real-time customer
relationships. We enable this by
leveraging the power of technology
through proprietary and best-in-class
marketing automation and analytics
platforms. Our data consultants
understand and unify data from
multiple sources. Our analysts and
customer marketing specialists glean
out insights and understanding of our
clients customers or prospects. Our
campaign management and digital
marketing consultants then movein to create meaningful engagement
opportunities in a multi-channel
environment.
Problem Statement
Westsides bi-annual End Of Season
Sale was around the corner.
Westsides aim was to get their
existing Clubwest shoppers back to
the store during the sale season. It
was noticed that people shopping at
the store during the sale complained
about crowded stores, long queues at
the trial room, garments going out of
stock, and several other issues due to
the sales popularity. Westside aimed
to changed this mindset and give its
loyal fans a great in-store experience
during the sale.
Westside Stores wanted to make the
End of Season Sale a memorable
one for some of its loyal Clubwest
members. Westside also wanted
to let their social media followers
know about the sale, thus eventually
increasing footfalls at the store,
not just of Clubwest but also Non
Clubwest members.
The Strategy
The Target Audience
Clubwest members who have
shopped in the previous sale season.
Clubwest members who have
shopped in the past 6 months.
People from the age group of 22 to
45 years who have shown interest in
shopping.
The Big Idea
139
To make the hysterical and overcrowded sale-time shopping

experience a comfortable one for its
loyal fans, Westside did something
really special. Westside created
an opportunity where its lucky
customers could Shop Like A Boss at
the End Of Season Sale. For the first
time in India, 5 lucky customers were
given a chance to shop at a Westside
store, all alone.
The activity
The activity was conducted on
social media platforms, where both
Clubwest and Non Clubwest members
were asked what theyd do if they
were given a chance to shop in an
empty Westside store. This audience
was reached via power-targeted
Facebook advertisements, targeting
especially the Clubwest base and was
asked to participate in the activity by
commenting on the posts.
The most interesting and wittiest
responses were short-listed and 5
lucky winners were given a chance
to shop before anyone else, each
individually, at a Westside store
nearest to them. 3 out of the 5
winners selected were Clubwest
members.
Platforms we chose: Facebook,
Twitter, Instagram, YouTube, In-Store
Creative Elements
On Facebook:
Westsides Facebook updates invited
both Clubwest and Non Clubwest
members to participate in the
#StoreAlone activity, thus showing
them a visual of the joys of shopping

in an empty store.
Facebook
Over 200 YouTube views in 2 days
On Twitter:
People were asked to tweet reasons
why theyd like to shop at the
Westside store all by themselves.
They were asked to use the hashtag
#StoreAlone so that Westside could
track their tweets and replies.
On Instagram:
Similarly, the audience
on Instagram were also
asked to comment with
their answers below
the image of an empty
Westside store.
On YouTube:
Westside also created
a promo video before
launching the activity
to give people a feel of
shopping all alone at
the store, like a boss.
Click to watch video:
Results
29% increase in sales during the
sale in January, 2015 as compared
to July, 2014
8% of the total participants were
Clubwest members
391 entries for the Store Alone
activity
Over 1,00,000 people reached on
140
Increase in over 3,000 Facebook

fans
11% increase in Instagram fans
9% increase in Twitter followers
Observations
This type of campaign
helps to boost sales.
Campaign that involves
fans and followers gains
lot of attention on social
media. Running cost
efficient campaigns
on social media helps
the brand in building
marketing efficiency.
The Frooti Life

How Digitas LBis Digital Induction Of The
Frooti Life Led To 32.2M Impressions
The Client
Frooti is one of the oldest and largestselling mango flavoured drinks in
India. After sticking to the same
packaging since the brand first
started in 1985, it was time for this
legendary mango drink to refresh
its packaging, and maybe the whole
country as well. Keeping that in mind,
Frooti introduced an all new look and
established #TheFrootiLife a magical
and surreal world, where amazing
141
things happen.
The Agency
Over the past 6 years, DigitasLBi
has focused on helping our clients
transform their business for the
digital age. We have evolved the
clients businesses through solutions
that arise from business expertise and
understanding of the digital space;
by delivering a long term perspective
and measurable results.
Problem Statement
Frooti renewed its positioning,
changed its packaging, and we had
to take this new look & feel of the
product to the digital audience.
To live on social and digital media,
the brand needed to tweak its tone of
voice, make it more cheeky and witty.
And it was important to straddle a
delicate line where it never came of
us patronizing or over-smart.
Create curiosity around the new
look and feel of the brand and also
generate conversations around the
change.
Induct the audience into the new
brand proposition of The Frooti
Life.
The Strategy
The new Frooti views itself as a brand
that is innocently naughty. The new
campaign is
a peek into
this separate
world where
magical
and surreal
things can
occur, which
we call The
Frooti Life.
This highly stylised world is shown
through our TVC and our campaign
which brings in miniatures that
interact with the larger-than-life
Frooti packaging and mangoes.
142
The main platform for conversations

was Twitter where we needed to get
people to see the world that the brand
was trying to creare. With the help of
social listening, we engaged in realtime conversations by responding
to them with statements in our tone
of voice using relevant (well, in our
world) accompanying visuals from
the new design language. With some
study of peoples profiles and tweets,
we wanted to show how the brand
was cued in to their passions, so they
could associate with the brand as they
had done before.
Influencers played a big role, as their
conversations were leveraged to show
how exciting The Frooti Life can be.
We also rode on current trends and
tactical conversations to give people a
peek into the new tone and the whole
worlds of The Frooti Life.
This helped us segue into the second
phase, where we wished to show
Frooti as the same, playful brand
but with edgier humour. So, we
executed a campaign with the aim of
turning peoples day around. How?
Anyone with
a bad mood,
off morning,
or the plain
old blues was
welcomed to
The Frooti
Life with
open arms. A
crate of Frooti
with personalised messages saw
many craving a taste, some sending
The Frooti Life to their grumpy
friends, and others hogging it all for
themselves.
Each tweet, response, and message

that went up via Frooti was crafted
in a way that established the tone of
voice for the brand witty, cheeky,
irreverent, and knows how to have
fun.
Click to activate GIF
Results
The campaign had an amazing
response and this saw it achieve
an estimated reach of 32.2 million
impressions from 6,780 mentions by
4,330 users apart from TV and PR
driving additional conversations.
Observations
The brand not only delivered quality
over quantity conversations, but
also reached out to the right kind
of people. More importantly, by the
end of the campaign, it got everyone
talking about it to talk highly about it.
Watch case study video:
143
Star Plus Sumit Sambhal Lega

How Trivones Humorous Content Strategy
For Star Plus Ensured A Healthy Launch For
Sumit Sambhal Lega
The Client
Trivone Digital Services Pvt. Ltd.

is a new age content marketing
Star Plus is a Hindi language general
and digital media agency which
entertainment television channel
focuses on creating gripping content
based in India. The channel is a part
to drive conversations and build
of 21st Century Foxs STAR India
communities on the web, across
network. It showcases a mix of family diverse demographics, domains
dramas, comedies, youth-oriented,
and platforms. A fast-growing
reality shows, shows on crime and
Indian company working in the
telefilms the channel. The channel
Digital Media, Content Creation
has also distributed worldwide by Fox and Syndication space. With over
International Channels, subsidiary of 200 years of combined experience,
21st Century Fox.
Trivone in the Digital Media space
creates promising content with the
The Agency
help of marketing experts.
144
Problem Statement
Sumit Sambhal Lega is an adaptation
of an American TV series, Everybody
Loves Raymond. Therefore, pushing
the content on digital was quite
challenging.
The campaign could have resulted in
misogyny as show revolved around
the ladies of the house being against
Sumit. The shows DNA was humour
and special interest had to be given to
not make the digital campaign mencentric.
Ensuring the content will fetch in
chunks of interesting conversations
and digital media impressions.
Sumit Sambhal Lega had strong
competitors like, Meri Aashiqui Tum
Se Hi and Comedy Classes. Hence,
managing to pull this campaign on
digital was a taxing task while having
such good shows on the same time
slot.
An appeal to audience with a concept
of men-centric humorous content
without pushing away female
audience.
Increase digital followership of the
show and also drive tune ins.
Create a
unique
campaign and
identity for
each character
of the show
while aligning
145
it to not just the plot of the show

but also the STAR Plus brand as a
whole.
Portrayal of the pain of every
man when he/she has his mother
and wife around in a humorous
manner.
Drive engagement and
conversations on all the social
media platforms.
Promote show launch and
maintain the interest and more
importantly the humour during the
sustenance phase.
Boosting the engagement rate
and ensuring the campaign runs
smoothly.
Creating original content across all
formats.
The Strategy
Pre-launch
Introducing characters in a very
unique way with funny nick names.
E.g. Maya Walia aka Bitter Half
Every wife is a loving wife, but as
years pass, she turns into a bitter
half. Concentrating on our content
creativity, we managed to pull off the
beginning of the
campaign pretty
well. Conveying
the story of
every man stuck
between his
mother and wife
through GIFs,
memes, comic
themed creatives, puns

and interesting videos.
Collaborating with the
internet king Being
Indian and spreading
dard on You Tube. To
mourn every mans
pain and spread more
#HarMardKaDard we
pushed engaging videos.
The promos and

web exclusives of
Sumit Sambhal Lega
carried the concept of
#HarMardKaDard pretty
well. Engagement rate
just spiked up when
we featured. Creating
exclusive digital
content and execute
hashtag strategies
#HarMardKaDard.
Launch day
Facebook, Twitter,
Instagram consisted
of sheer pain of Sumit
with GIFs, memes,
video memes, creatives,
dialogue creatives
etc. On You Tube we
published pre-rolls and
web exclusives.
Use of colloquial and
light-hearted tone to
get people involved
conversations.
Influencer alignment
Interacting with
industry influencers
active on social.
Continuing engagement
after every episode.
With first of its kind,
Video Memes were
introduced to spread
Going LIVE and real

time by staying in tune
with the best practices
and the upcoming
trends on digital.
Post launch
The dialogue creatives
bespoke the best funny
moments of the previous
episodes. Use of humour
to exploit the characters
to drive engagement.
Selfie uploads by the
cast on our channel
created excitement
amidst the users. This
was to beef-up candid
Making optimum
content on Instagram for usage of platforms in
Sumit Sambhal Lega.
a strategic manner.
146
humour in the most

innovative way.
Collaborating with biggest stars

to promote the show the best way
possible
Indian users on Facebook and Twitter

like humour and want the same.
Engaging content consisting humour
and easily understandable content
is what the user can instantly relate
Results
to. Someone elses pain is definitely
your source of entertainment this
#HarMardKaDard stood to be an
innovative concept. Users on digital belief has certainly helped us to pull
could easily relate to and joined in the campaign #HarMardKaDard
successfully.
the chain of conversations.
We received overwhelming
response of users who could
actually relate to the quirky and
engaging content pushed by us.
Heres the case study video:
Over 300 thousand likes on

Facebook and Instagram, 1 lakh
views on You Tube and creating
impressions on over 39 lakh
Twitter users, we were certain
about a fact that #HarMardKaDard
campaign was indeed successful.
Sumit Sambhal Lega had 11,546
mentions resulting in 78 million
potential impressions. Close to
8,200 mentions happened after
the show started (10:00 p.m.)
which indicated very healthy
second screen behaviour. In
comparison, Badtameez Dil had
2808 conversations at launch while
Tere Sheher Mein had 2568 and
Everest had 2774 conversations
respectively.
The competitor channels, Colors
and AND TV started with video
memes after a week of publishing
of video memes by us on Star Plus
pages.
Observations
147
Havmor #FunnWithFriends
How Prodigitz Media Leveraged
Friendship Day For Havmor With UserGenerated Dubsmash Videos
The Client
The Agency
Havmor is an Ice Cream brand.

Havmor is a neologism for have
more which means the customer
gets more value for money and more
taste to relish from the brands ice
creams. Riding on the humongous list
of clientele, the company today has
become one of the leading ice cream
brands in western India.
Prodigitz Media Our creative

minds deal in everything but the
ordinary. Equipped with an extensive
understanding of the digital space we
provide optimized experiences across
all digital channels. Combining the
distinct aspects of digital marketing,
we ensure your brand receives
proper recognition.
148
Problem Statement
campaign was to connect with Indian

youth millennial today to show them
that in this fast moving life, they can
have more fun with their friends this
friendship day.
A friend is the first person who is

called when in trouble. Friendship
is a beautiful relation without any
limits or rules. Friendship day is a day
dedicated to that precious jewel who
The Strategy
stands by your side always. It is a day
where people meet all their old and
new friends and show how much they In todays fast paced lifestyle, people
dont get enough time to move
mean to them as friends.
around with friends and have fun. As
individuals, they dont get to indulge
However, we live in an incredibly
as much as they want to, in varied
busy and stressful world with
lifestyle choices such as eating out,
constant flows of activities,
going for movies or watching sitcoms
information, and people. While
with friends.
people always try to find outlets
of escape with friends from the
hustle and bustle of the madness
of everyday life, important matters
always take the priority. In all this
clutter, people also tend to forget the
importance of friends and family and
work-life balance.
Havmor wanted
to use this perfect
occasion of
Friendship Day to
let yourself loose
and have fun with
your friends. The
challenge was
to find a clutter
breaking path to
build the right
connect and
engage with the
fast moving and
dynamic millennial of youth to have
fun with their friends.
Havmor as a brand symbolizes of

having more of everything, hence
we sought out to create a platform,
where the youth audience could
engage with the brand and can have
more fun. Dubsmash was the new
rage after selfies all over the globe.
We decided to leverage the appeal

that Friendship day has with our
audience by marrying Friendship
day with Dubsmash. Thus was born
#HavmorFunnWithFriends.
The objective of the #HavmorFunn
To add more fun to the entire activity,
149
we roped in professional voiceover

artists to record sound bytes with our
own personal twist.
We identified and created content
that the youth could identify with:
Famous movie dialogues
Tongue twisters
Timeless sitcom moments
We asked users to choose any
soundboard from our Dubsmash
channel Have More Fun and submit
their entry with a unique hashtag
#HavmorFunnWithFriends across
our social media platforms such as
Facebook, Twitter and Instagram.
Users could also visit our microsite/
Facebook tab to view various dubs
which were auto collected through
Twitter and Instagram together in a
common gallery.
The #HavmorFunnWithFriends
campaign not only allowed the users
to have fun but also created social
circle within the Havmor community
page.
Results
With 300+ Dubsmash entries, users
had maximum fun with friends.
More than 400+ followers on
Twitter and 128 followers
increased on Instagram.
The hashtag
#HavmorFunnWithDubsmash
took Twitter by storm and trended
nationwide for 4 hours.
150
The campaign was able to bring

the true fun of the friendship by
creating 500k+ impressions on
Social Media.
Digital News Portals like Social
Samosa covered the campaign and
it was also rated as one of the best
campaigns of Diwali.
Observations
Requesting photographs, images
are a pass; users like to experiment
with new platforms. Dubsmash as a
platform worked for us as it let the
users innovate and had the fun element
associated with it.
Cross platform usage is the key to
building an effective social campaign.
Ride Along With MRF

How Experience Commerce Achieved
1.4M Screen Views & 6 Minutes Avg Stay
Time For Ride Along With MRF App
The Client
MRF started as a rubber balloon
factory with a funding of Rs.14, 000
way back in the 40s and is now a
multibillion legacy that produces
quality tyres used all around India
& internationally along with a
presence in paints & coats, toys,
motorsports and cricket training. It
was not until 1952 when it changed
course and turned to tread rubber
manufacturing. Thus began its
glorious reign as the undisputed
leader in the tyre making industry.
151
The Agency
Problem Statement
MRFs involvement with Cricket

began way back in 1987. Be
MRF Tyres joined hands with
it through setting up of Pace
International Cricket Council as a
Foundation to sponsoring iconic
Global Partner for the ICC Cricket
cricketers like Sachin Tendulkar,
World Cup 2015. As a part of their
Brian Lara and Virat Kohli, MRF
marketing initiatives, MRF tyres
had just taken their association
wanted to reach out to cricket fanatics
with cricket to the next level by
across the country by providing
partnering with ICC.
something unique for the fans to be a
part of during the ICC Cricket World
There was huge enthusiasm among
Cup.
cricket fans in India, especially
thanks to the fact that the
Indian team were the defending
champions.
To highlight MRFs expertise in
cricket owing to its involvement
with sport for over two decades
To uniquely to reach out to as
many Cricket fans in India while
the World Cup matches were being
held in Australia
To activate MRFs Digital presence
as the Global partner of the ICC
Cricket World Cup 2015
A deeper analysis on the

behavioral pattern of an average
cricket fan showed us that the
consumption of cricket content
though primarily happens through
the TV but fans actively engage on
a second screen platform to show
their interest, passion and opinion
on a real time basis.
Since the World Cup was hosted by

Australia and the match timings
were early in the morning, viewing
The Strategy
Live matches were considered to
be a problem as majority of the
Campaign for MRFs Digital Activation
digital users would either be in
around the ICC Cricket World Cup was
their schools/colleges or offices.
aptly named Ride Along With MRF
which was in sync with the Brands
Campaign Thought
communication of Theres a lot
riding on us.
The main thought that drove the
campaign was to create a platform
Before we started off with the
where cricket fans could engage
campaign here are some of the
real time while the matches were
Background information and insights being played in Australia. Thus came
that were taken into consideration at
the campaign Ride Along With
the time of strategizing.
MRF which literally gave the fans a
medium to engage real time and win
Background/Insights
big.
152
Strategy
to join the Ride Along With MRF.
Launch Ride Along With MRF Fan

Engagement App
An extensive Launch campaign was

executed with the use of Social Media
platforms of Facebook, Twitter and
Vines. MRF Brand Ambassador Sachin
Tendulkar formally launched the
App. Videos and call outs of Sachin
Tendulkar inviting fans to join the
Ride and cheer for team India was
pushed out across all Social Media
platforms.
Extensive use of Social Media

platforms to reach out to more
cricket fans to download the App
Real Time content creation during
Live matches to engage with fans
Team of Opinion Leaders to engage
with App and seed App based
content on Social Media
Conduct daily challenges and
contests to keep the fans energized
and motivated
Execution
Indian cricket teams Matchdays used

to be the tent pole events for the
campaign duration. Team of content
creators would engage in creating
Live content to get the fans engaged
via the App. Type of content would
depend on context and situation of
the match. For example if Indian

team is not performing well a call out
for Pray for your team would be
pushed for fans to click and button
and join other fans to pray alongside.
In case any particular player showed
great skills in turning the game, a
real time meme using caricatures
of the player would be pushed out
absolutely real time.
A Social Media and content creation

team was drafted to execute the
project. The content creation team
was responsible for creating In
App real time content ranging from
polls, trivia, score updates, memes,
quiz etc. The Social media team was
responsible for propagating the
concept, platform and was given the
task to get more and more cricket fans A team of Social Media Advocates
153
was formed. This team had a fair mix

of Cricketers, journalists, twitteratis,
parody accounts, Sports content
leaders etc. This team of Social media
advocates would engage with the App
on a daily basis while an India match
was on and would share Live content
on various Social Media platforms for
more and more fans to discover the
App.
time of more than 6 minutes.

This App became hugely popular
during the ICC Cricket World Cup
and rose to 6th spot in Top Free
Sports App on Google Playstore.
On Social media the campaign
managed to gain attention of
genuine cricket fans all across the
world. While there was natural
growth in popularity of
both Facebook and Twitter
pages of Brand MRF,
specific content on both the
platforms reached out to
millions of people. Of the
noteworthy content Sachin
Tendulkars Video message
inviting fans to download
the App reached to more
than 1 Million people with
more than 16k views.
These Advocates would also open

doors for discussions around the
Overall the campaign received
match by using Live Polls and
more than 2.3 Million impressions
situational trivia. With cricketers and
across Twitter and Facebook. There
key opinion leaders from Cricket open
was a total of 14,592 interactions
doors for discussions, lots of fans
on across all social platforms with
all across the country would engage
the #RideAlongWithMRF. Few
real time on social media using the
external agencies rated MRFs
#RideAlongWithMRF.
Results
The central platform
for the MRF Ride
Along campaign was
the Fan Engagement
App. By the end of
the World Cup, this
App was successfully
downloaded by more
than 57,000 people across the
globe, with more than 1.4 Million
screen views and an average stay
154
brand campaign as one of the top

6 campaigns executed by Sponsors
and Partners during the ICC Cricket
World Cup.
Observations
Though second screen phenomenon
had arrived in India, we tried it out
effectively for a campaign exclusively
for cricket for the first time. Due to
audience consumption pattern it was
realized that only India matches got
good traction.
The launch campaign centered on
Sachin Tendulkar gave a massive
push to the campaign. Many hardcore
cricket fans immediately joined the
app moments after Sachins personal
video inviting fans to join the App.
Effective usage of Social media
influencers like RP Singh, Dinesh
Karthik, Cheteshwar Pujara, Fake IPL
Player, Gautam Bhimani, Sportskeeda
etc helped to reach out to more and
more cricket fans who would be
looking out for interesting content
around the World Cup.
Contextual and situational content
really helped fans to stay engaged
with the App, real time content as
per situation of the match appealed
to the fans and a high stay time on
an average points out to effective
communication strategy.
155
Kurkure #WhySoSweet
How The Glitch Reached More Than
23.9M Across Digital For Kurkure
#WhySoSweet
The Client
Indian actors.
Kurkure is a crunchy new-age

namkeen snack brand which
symbolizes light-hearted fun. Over
the years, Kurkure has journeyed
effortlessly from being a snack with
a twist to becoming an integral part
of Indias teatime menu and an
embodiment of endearing human
imperfections or tedhapan.
Launched in 1999, this perfect
namkeen snack, developed entirely
in India, has come to be identified
with fun and lovable human quirks.
It developed an even stronger identity
through associations with well-known
The Agency
156

Cornetto, Set Wet, Lays, Happydent,
Mentos, Askme, Jack Daniels amongst
others. Today, with offices in Mumbai,
Delhi and Bangalore, The Glitch is a
name to reckon with in the creative
arena.
Problem Statement
September to November is the
season of festivals in India spanning
across states. The calendar starts
with Ganesh Chaturti, going into
Durga Puja, Navratri, Karwa Chauth,
Dussehra and finally culminating
with the festival of lights, Diwali. The
competition for maximum Share of
Voice (SOV) is intense during festive
periods with brands such as Cadbury
owning the lions share of spending
and conversations. Kurkure is known
for making life and festivals Chatpata,
but this festive season, Kurkure
wanted to be the most talked about
brand on digital.
The challenge for Kurkure was to
create something that has great
shareable potential and something
that users genuinely want to interact
with.
to become relevant to consumers

during this period and decided to
focus on this over-sweetness and
formality. The brand did so by
challenging this behavior by asking
users WhysoSweet? and asking
people to be themselves and be
Chatpata
The Strategy
To amplify the proposition of
WhySoSweet this festive season,
Kurkure looked not just at the
behavior of consumers during this
period but also at the pre-dominant
digital behavior. Kurkure worked
closely with Google to find these
digital insights and chose the insight
that the brand then proceeded to own
throughout the festive season.
A key insight for the festive season

was that the most searched keyword
in India were greetings, greeting
cards and e-cards. Kurkure wanted
to own this space by providing its
Festive occasions call for long awaited own set of greetings with a chatpata
reunions with friends and family
spin on it. We did this by designing a
with large quantities of sweet boxes,
microsite that acted as a hub for the
chocolates and dry fruits being gifted Not so sweet greetings.
to each person.
Each festival
On the
also has its own
microsite, each
set of nuances
user would
and behaviours
first login
which leads to
through their
unnecessary
social handles
displays of
(Facebook or
affection that are
Twitter) and
extremely sweet
would then
often bordering
be presented
on diabetic!
with options
Kurkure wanted
157
to personalize
their
caricatures. The users

could personalize as per
their profile pictures,
the present on-going
festival and language.
The users could then
use these caricatures
Along with this we

amplified each festival
by creating and
using various video
pieces across digital,
seeding the idea of
WhySoSweet. We
the festive season.
created and seeded

12 vines (6 sec videos
running in loop) of
Boman Irani, Farida
Jala and Kunal Kapoor
highlighting certain
over-sweet nuances that
every Indian uses during
rules the content game.
We also created
and seeded 3 short,
stop motion videos
that focused on one
protagonist and all the
things they do during
this time. The campaign
was very strong in using
and understanding the
consumer behavior
across different
platforms like Facebook,
Twitter and Instagram.
Each of the video pieces
were created keeping
the same in mind.
Kurkure, has been one
of the leading brands to
get onto Instagram with
2 videos showing how
micro-content today
to personalize their
chatpata e-greetings.
More than 20 greeting
options were made
available for the users
for each festival. The
greetings could then
be shared on all social
handles via microsite
itself inviting more
participation from their
friends and family.
Kurkure also had TVCs
(made by the mainline
creative agency)
amplifying the campaign
in 3 languages that
spanned Hindi, Bengali
and Tamil with a CTA
directing users to the
microsite.
158
Kurkure also setup a

Command Centre during
this period to talk to
consumers and latch on
to real-time trends. The
multiple stakeholders
across media, brand and digital got

together to roll out creatives and have
a WhySoSweet take on each and
every trend across the 6 days.
Kurkure also broke records at
PepsiCo India by amplifying the
campaign across the digital space
using interactive banners on Youtube,
Hotstar and other high traffic digital
properties. All these various content
pieces were used to ultimately drive
traffic to the microsite. And we
amplified across social channels
through festival specific contests,
which saw massive engagement.
Result
Understanding simple insights during

the festive season mixed with user
behaviour and how it has changed
across the various platforms made
this campaign the blockbuster it
turned out to be. We not only asked
the users #WhySoSweet, but also
provided the answer by directing the
users to a singular hub, the microsite,
for all the users to share Chatpata
e-greetings across platforms.
The communication across the
platforms covered the gamut, whether
it be vine videos, stop-motion films,
topical posts or interactive banners,
leading to greater visibility and
engagement across social media
platforms.
The campaign was met with

overwhelming response across all
social handles. The Command Centre
creatives that gave a Chatpata twist
to the trending #CokeNawaazi with
our own #WhySoSweetNawaazi
trended on Twitter.
The statistics were no less
overwhelming

The total video views across these
content pieces was around 4.33
million

Engagement totaled 4.82 million
Campaign reach were more than
23.9 million across the digital
sphere
More than 367.8 million
impressions driven as a result of
the engagement and amplification
Observations
159
Asus Zenfone 2 Launch

How BC Web Wise Ensured The Zenfone
2 An Integrated Digital Launch For Asus
India
The Client
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.
The Agency
160
BC Web Wise is a full service digital

agency best known for its strategic
brand solutions and world-class
creatives. We are amongst the few
independent agencies in India with
a vast and reputed client portfolio
including Hero MotoCorp, Hindustan
Unilever, Pidilite Industries, ITC,
Godrej Consumer Products, IDFC,
and Emami amongst several others.
BCWWs digital solutions range
from website development and
online marketing to media planning
and buying, and extend to mobile
platforms and web-based outdoor
digital installations.
Problem Statement
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 brand;
thereby paving way to
the consideration set of
the consumers.
segments, while keeping

the brands global
communication See
What Others Cant See
at core.
The Strategy
Targeting fans
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 scifi movie, The Unseen
teased the audience by
showcasing portions of
the phone in out-of-theworld, space thematic.
Targeting the masses
To launch the ASUS
ZenFone 2 through a
high-impact integrated
digital campaign
across various touch
points connecting
with different TG
161
While we created
curiosity and excitement
on brands social
properties with The
Unseen, another
campaign was executed
days before the launch
attracting a larger mass
of audience, creating
a cookie pool for
retargeting.
Agent Z, featuring
bollywood star Saif Ali
Khan was launched on
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 signup for updates on Agent
Z and watch the premier
live online. On the day
of premier, Zenfone
launch was showcased
live on the link, with Saif
unveiling the phone to
the world.
Targeting the
influencers
A big bang launch
would be incomplete
without influencers
creating content for
the brand. Enter
#Zenfone2NightWalkers
A night photowalk
in association with
Mumbai Instagrammers
that smartly weaved
in the Low-Light
Photography prowess of the Zenfone

2.
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.
Results
Pre-Launch
The Agent Z microsite received
2,283 registrations, 84.65L +
impressions, and 1.15L clicks.
Trending all India on number 2
#CantWait4Zenfone2 4000+
tweets, 695 participants.
Launch day

ZenFone 2 witnessed a huge spike
on Google Search.
Trending all India on number 1
#Zenfone2HasArrived - 5000+
Tweets, 500 participants.
Trending on Facebook Organic
Trend for ASUS Zenfone 2.
Post launch
200 Instagrammers participated in
#Zenfone2NightWalkers
Observations
For product segments that target
162
a wider mass of audience, tailored

engagement ideas for different
groups work the best; the only
condition being that the core brand
communication is kept consistent To
See What Others Cant See.
Dell SeekhoDellSe
How Gozoops Seekho Dell Se Helped
Position Dell All-in-One PC As An Efficient
Learning Tool For The Family
The Client
Dell India - Customers are at the
core of everything we do. We listen
carefully to their needs and desires,
and collaborate to find new ways to
make technology work harder for
them. In all we do, were focused
on delivering solutions to enable
smarter decisions and more effective
outcomes, so our customers in India
can overcome obstacles, bring their
ideas to life and pursue their dreams.
Above all, we are committed to the
superior long-term value they need to
grow and thrive.
163
The Agency
Gozoop - A Global Digital Marketing
Services and Product company of
150+ passionate digital intrapreneurs
serving over 80+ of the worlds top
brands like Mumbai Indians, Dell,
Ferrari, Asian Paints, Discovery
Channel, Mad Over Donuts,
ITC, Myntra, among others across
India, Dubai, Singapore & New York.
5 year old Gozoop ranks No. 1 in the
Professional Services Industry &
also makes it to the list of Top 100 Best
Places to work for in India in 2015.
Problem Statement
Rote learning is one of
the biggest hurdle in
the Indian Education
System. There lacks a
skill based education
system where many
educational institutions
and groups encourage
mugging up in order
to pass students
through grades but
do not emphasize on
real understanding &
learning of concepts.
Dells Back to
School campaign
SeekhoDellSe comes
from the observation
that learning by rote
can often feel like a
punishment. It is dry,
repetitive, uninteresting
and quite mindless. It
may lead to results, but
not great learning.
The central idea of the

Dells Back to School
campaign was to show
that with technology
learning can now be
more engaging & fun,
so that kids can actually
understand what they
are learning for better
application in life.
fun interesting and

interactive learning.
The content for the
campaign was a mix
of offers and the idea
messaging- The new age
way of Learning with
Dell AIOs & Desktops.
To showcase how
Education often gets
learning can be made
reduced to books,
fun with the help of
dry hard work, and
Dell technology, we
mugging. Takes away
conducted a social
curiosity, interest and
experiment with a
involvement. Studies are bunch of kids.
Create a highly
impactful and targeted
campaign messaging
that rises above the Back
to School clutter with
the target sale.
Position the Dell All-inOne PC as the most fun
and efficient learning &
engagement tool for the
kids and the family.
The Strategy
164
seen as a punishment.
Learning should be
immersive, interesting
and fun that helps
develops the childs
uniqueness. Thus
arrived the idea:
Learning the AIO (All
in One) way. We looked
at shifting routes from
boring, regimented,
uninteresting, rote
based learning to
These kids were divided

into two batches, the
first batch was taught a
concept using traditional
learning methods
whereas the second
batch were taught using
interactive technology
on Dell Inspiron All in
one Desktops.
It proved how kids
learnt better when they
were taught using the

Dell Inspiron AIOs &
Desktops, in comparison
to the traditional
teaching methods.
This video was also
shared on Dells social
media channels where
is garnered positive
reactions from parents
and fans alike.
In order to promote the
video on social media,
Dell launched
a property
AntiRoteDay
where users were
to pledge against
the use of rote
learning and say
yes to interactive
learning with
Dell technology
by sharing their
unique slogans for the
campaign.
Results
This activity was a
trending topic in
India on Twitter on
the day of its launch
and generated a total
of 2,196 tweets and
timeline deliveries of
1.3 Million.
Scoopwhoop platform
was leveraged for
AIO/Desktop sell outs
content marketing in
in Dell Exclusive
the firm of retrospect
Stores improved by
articles, like 13
34% since program
things we all did in
launch.
school during Exam
Season
Estimate 2.1% QoQ
On Facebook it
reached 84,800
people with over
470 people sharing
their slogans for
share improvement
(IDC results awaited)
6500 End user
registrations on the
consumer promo, Anti Rote day.
thats 90+ consumers
availing offer every
The social experiment
day!
video received
appreciation from
Observations
our Facebook fans
with over 20000+
The idea of
views on Youtube
incorporating
and Facebook with
technology in learning
no paid efforts/
resonated with both
promotion.
parents as well as the
#AntiRoteDay Social
media activity
received tremendous
This activity
traction on Facebook
generated 100%
and Twitter and
positive conversations
trended in India the
organically, there was
day of its launch.
no paid promotion for
this social activity.
Sales Performance:
165
younger audience.
The entire campaign
was received with a
whopping 100% positive
sentiment.
166

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work from the published entries.

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