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Best Indian Digital Marketing Campaigns Quarter 4 - 2015
Mahindra #SeedTheRise
Mahindra & Mahindra initiated a massive
digitally-driven crowd-funding campaign
to help improve the lives of our farmers.
Named #SeedTheRise, the initiative got
donations pouring in through digital
amounting to INR 1 crore; this was
matched by Mahindra with another INR 1
crore to add up to INR 2 crore for our
farmers. A fundraising appeal film
featuring actor Nawazuddin Siddiqui,
himself a farmers son formed the core of
the campaign, leading to a donation
website. The initiative also tied up with
food bloggers and chefs across India who
needed to create a dish in homage to the
farmers and live-tweet their preparation.
The social and digital mix also involved
tie-ups with city-specific curation Twitter
handles, live chats with the NGOs and
more. Read all about the Mahindra
#SeedTheRise campaign.
#1
Cadbury Choclairs Gold #SayAaa
For the launch of its new Cadbury
Choclairs Gold, the brand had rolled out
a content marketing campaign called
#SayAaa, the idea was to establish that
the best way to have the new chocolate
is by „Saying Aaa‟. Executed in phases,
#SayAaa involved educating people
about what it is and the different ways of
Saying Aaa, engagement was built by
getting people to Say Aaa in innovative
ways. The campaign made use of a
combination of cute visuals, customized
illustrations in real-time, Dubsmash
videos and more to tell the world it‟s
bigger and more chocolatey. It also
leveraged Facebook Carousel ads in a
creative manner, and built an interactive
web banner on MSN where one had to
hover over a volume button for the brand
character to scream Aaa; Read all about
the Cadbury Choclairs Gold #SayAaa
campaign.
#2
Mufti Jeans #KeepHerHappy
When Mufti wanted to launch its Jogger
Jeans, a new hybrid denim that allowed
freedom and ease of movement, it
demonstrated exactly that by roping in
Parkour experts who ran, jumped,
climbed, rolled over and more, dressed in
the Jogger jeans, for the brand film. To
get millennials talking, the video included
a tongue-in-cheek script too – it was
introduced as a survival guide for guys to
#KeepHerHappy. The minute-long video
starring Parkour professionals describes
the survival guide for guys while
showcasing the comfort of the jeans. A
microsite invited youngsters to share how
they would keep her happy, while the
brand made subtle references to the
flexible jeans. Read all about the Mufti
Jeans #KeepHerHappy campaign.
#3
Citibank #WhatsOnYourPlate
When Citibank was looking at engaging
foodies beyond traditional bank
marketing and making „Dining the new
cool‟. The idea was to tap into mobile
consumers and get them to create their
food journey armed with its Citi Dining
offers. The bank teamed up with two of
the top food influencers, Maria Goretti
and Kunal Vijaykar and influencers on
Zomato, one of India‟s most popular food
search and ordering service for a digital-
led food marathon called
„#WhatsOnYourPlate‟. The two food
influencers drove an online debate to find
out which of the two cities, Mumbai or
Delhi, had the most amazing food. Read
all about the Citibank
‘#WhatsOnYourPlate’ campaign.
#4
Lenovo #GoodWeird
Lenovo wanted to illustrate how its YOGA
products embraced unexpected or weird
design and functionality, so that its owner
could do amazing things with it. It
launched #GoodWeird, a global
marketing campaign that had an India leg
featuring creative folks who did amazing
things with their Yoga products. It created
a series of films that chose creative
storytelling rather than the usual
documentary approach, featuring Eina
Ahluwalia, India‟s first conceptual
jewellery artist; Chef Saransh Goila who
creates his own fusion dishes; fashion
designer Nikhil Thampi. Each of their
stories tells you how their creativity and
the flexibility of Yoga tab can create
something GoodWeird. Read all about
the Lenovo #GoodWeird campaign.
#5
Tata Motors #MadeOfGreat
Last year, Tata Motors became the first
Indian brand to be endorsed by football
star Lionel Messi. To communicate this
association, the brand rolled out
„#MadeOfGreat‟, the core idea of which
emerged from the inspiring thought of
„What drives us from within is what
makes us great‟. Prior to the big reveal, it
embarked on a series of digital initiatives
creating curiosity around “Tata Motors &
Him”. A series of videos that featured the
top guys at the auto brand, stand up
comedians, the agencies involved
weaved stories around „him‟ who was
joining hands with Tata Motors. Later it
launched the #Fantastico Hunt where
fans in four cities engaged in a massive
hunt to find one letter each of the Zica,
the new passenger car under
#madeofgreat. Read all about the Tata
Motors #MadeOfGreat campaign.
#6
StanChart #SCInsiders
The Economist India Summit sees the
country‟s opinion leaders indulge in a day
of debate exploring key political,
economic and social issues and what
they mean for business. The challenge
for Standard Chartered, Founding
Partner of Economist India Summit, was
to bring the Summit talks to the common
man. So it created #SCInsiders, an army
of four people from diverse backgrounds
– a food writer, a musician, a movie
director and an energy researcher – each
a noted name in their respective fields, to
attend the Summit and share their
takeaways from it, each from their unique
perspectives. They tweeted from the
session with their unique takes, and also
shared facts from the speakers, while
encouraging discussions over Twitter in
real time. Read all about the StanChart
#SCInsiders campaign.
#7
OMRON India #PayWithYourVoice
Last year OMRON India, a world leader
in industrial automation had launched a
beautiful CSR initiative by way of which it
could build the country‟s largest audio
library of poems for the visually impaired.
One needed to read a poem from the
available database or submit one of their
own, though a specially designed site
that recorded it. Interestingly, the first
poem was submitted by brand
ambassador Farhan Akhtar. This year,
the award winning campaign roped in
ecommerce major eBay India to add
value to a user‟s poem contribution. For
every day of the campaign, the first 125
submissions would win an eBay voucher,
using which they can shop on the
platform. Read all about the OMRON
India ‘#PayWithYourVoice’ campaign.
#8
Hero MotoCorp Ride Safe India
Taking forward its „Be a safe Hero‟
initiative, Hero MotoCorp launched the
„Ride Safe India‟ campaign to engage
directly with the social savvy youth and
enhance their road safety awareness with
the help of influencers. It conducted a live
Twitter chat along with Power Drift, an
influential YouTube channel for auto
enthusiasts that has over 145K
subscribers. The chat triggered a healthy
discussion around key issues like the
state of road safety in India, importance
of safety gear and related rider safety
tips, regular check-ups and bike
maintenance, drinking & driving, rash
driving, how to help road accident
victims, how technology can manage
traffic better and more. Read all about
the Hero MotoCorp ‘Ride Safe India’
campaign.
#9
MTR Foods Dishcovery
MTR Foods, a popular brand in spices
was looking to shed off its traditional
image and connect with the new age
consumer who prefers healthy
homemade food. The brand decided to
go long term and build an online
community for vegetarian food
enthusiasts. The content platform named
Dishcovery houses authentic vegetarian
recipes from all across India. To help
build conversations on Twitter and bring
back the magic of the special Sunday
breakfast, MTR launched
#SundayHoTohAisa along with a team of
food influencers. Recipes from
Dishcovery were shared with folks
sharing their #SundayHoTohAisa
breakfast pictures. Read all about the
MTR Foods Dishcovery campaign.
#10
ASUS India #HarPalHappiness
On Diwali, ASUS India had launched
#HarPalHappiness campaign to not just
promote its A-series laptop, but also
„spread happiness‟ while at it. Powered
with a long format digital film at its core,
the tech giant also tied up with the non-
profit organization CRY to develop
computer literacy in CRY supported
volunteer intervention areas. As part of
the campaign, it launched the Happiness
Project, where one had to tell the brand
about someone who really needed an
ASUS laptop. A tweet fuel activity with a
Joy Meter let people tweet for the cause,
while the laptop was promoted to its
relevant TG. Read all about the ASUS
India #HarPalHappiness campaign.
#11
Lenovo Vibe P1 #LenovoPowerPlayer
Prior to the launch of Lenovo Vibe P1,
the smartphone with a powerful battery,
the brand ran a pre-buzz digital campaign
#LenovoPowerPlayer to target the
corporate audience and promote its
powerful, elegant features in an
innovative way. It began by asking young
working men if they were ready to be a
power player, in an interactive video that
led to a microsite. The ones who cleared
the interview could sign up to see the
results, the day matched with the launch
of P1. Best entries won power kits while
folks were invited to guess the device
based on its core features. Social
networks, meanwhile continued to create
buzz about #PowerPlayAtWork. Read all
about the Lenovo Vibe P1
#LenovoPowerPlayer campaign.
#12
ASUS India #ZennyKiPehliDiwali
Last year, Taiwan based tech giant,
ASUS accepted the government‟s „Make
in India‟ imitative, its ZenFone range of
smartphones was announced to be
manufactured in India. And Diwali looked
like the right occasion to take its India
narrative forward. In an attempt to stand
out from the clutter of Diwali campaigns,
the brand launched #ZennyKiPehliDiwali
with its popular mascot Zenny visiting
India to explore Diwali traditions and
engaged fans with unique fun tasks
throughout the festive season. Fans
could Whatsapp Zenny‟s India mobile
number, take a selfie and much more.
Read all about the ASUS India
#ZennyKiPehliDiwali campaign.
#13
Britannia Good Day #SmileForAGoodDay
Britannia‟s Good Day cookie underwent a
makeover last year, after 3 decades. On
the occasion of „World Smile Day‟, first
Friday of October, the brand kickstarted
an infectious mission of spreading smiles.
People were invited to use
#SmileForAGoodDay or log into the
micro site to share more smiles. For
every smile sent in, the brand donated a
pack of Good Day Cookies to The
Akshaya Patra Foundation, a non-profit
organisation that runs a school lunch
programme across India. It teamed with
celebrities and food influencers to spread
more smiles on digital. Meanwhile, social
media visuals being shared by the brand
featured a Good Day cookie along with a
happy news. Read all about the Good
Day #SmileForAGoodDay campaign.
#14
Amazon India #TryTohKar
Addressing the fears and reluctance of
Indian e-shoppers to buy online, Amazon
India had launched a campaign called „Ek
Bar Amazon Try Toh Kar…Ho kar
Befikar.‟ On the digital front, it teamed up
with Gaurav Gera, the television actor
who shot to fame playing a notorious
female named Chutki in a funny video
series „Chutki & Shopkeeper‟ on
Instagram. In a strategic move, Amazon
got Chutki talking about Amazon in two
videos each with shopkeeper and
Suyyash, both videos went viral. This
was bolstered with a Dubsmash contest
where users submitted their own creative
versions of Chutki‟s #TryTohKar, for a
chance to win vouchers. Read all about
the Amazon India #TryTohKar
campaign..
#15
McDonald’s Battle of Spicy
McDonald‟s India had rolled out „Battle of
Spicy‟ on digital, a 3-month campaign
where customers could decide the fate of
a burger, which one will stay on the menu
– the original McSpicy or the new Indi
McSpicy. McDonald‟s introduced Indi
McSpicy, a desi twist to the international
spicy burger with green chilli sauce made
from locally-sourced green chillies. It
roped in Raghu-Rajiv‟ – the twin brothers
of MTV Roadies fame who indulged in an
intense debate over the fate of the
burgers. A microsite was created for
public voting where participation was
incentivized with vouchers. Read all
about the McDonald’s ‘Battle of Spicy’
campaign.
#16
Ola #PassItForward
Booking app for cabs, autos and kaali
peeli taxis, Ola is also the official ride of
our football teams. In a CSR move, Ola
partnered with Slum Soccer, an
organization that uses football to better
the lives of street dwellers, for an
awareness campaign called
#PassItForward. The campaign involved
social tagging where one needs to share
their football tricks in a video and share it
on Twitter, Facebook or YouTube while
nominating a friend. For every video
submitted, Ola donated to Slum Soccer
to fund Edukick – an upliftment program
in Nagpur. Ola kicked off the challenge
with a video and then passed it to
Amazon, every brand played sport with
participation from the likes of Flipkart,
Myntra, Sportskeeda, Faasos and many
more. Read all about the Ola
#PassItForward campaign.
#17
Centre Fresh Chali Hawaa Mastaani
For the launch of the new fresher avatar
of Centre Fresh, the gum brand from
Perfetti Van Melle chose to go crazy with
Chali Hawaa Mastaani, a campaign to
graphically depict the „level of cooling‟
provided by the fresher liquid filled
chewing gum. Extending the idea on
digital, the brand launched „Hawabaazi‟ –
a series of fun short videos featuring
actor Cyrus Sahukar demonstrating how
the fresher Center Fresh can cool just
about anything. While the TVC showed
an entire film crew feeling fresh with the
cool air blown by the protagonist, the
videos featured even crazier antics by
Cyrus – like a glass of water getting cold
with his blow, people feeling fresh at the
end of the day and more. Read all about
the Centre Fresh Chali Hawaa
Mastaani campaign.
#18
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