Innovative Campaigns October & November

Citi Bank

Citi Bank - #WhatsYourDiwaliDelight

Campaign type - Integrated online and offline

Concept - The campaign focused on individuals who place festivals and family high on their list but owing to work commitment are unable to make it home or give loved ones the needed time.

Citi Bank - #WhatsYourDiwaliDelight

Channels used: Offline medium tieups - Amazon, Snapdeal, Flipkart, Apple, Reliance Digital, Shoppers Stop and MakeMyTrip. Online - To spread the campaign on social media Citi launched two brand videos on YouTube, Facebook & Twitter.

Contest: Contest was around ‘Digital Gifting’ on social media. Users had to tag their loved ones and share how they are planning to make their Diwali delightful.

Key achievements: In less than a week the videos gathered more than 4 million views. Executed on both Twitter and Facebook, the campaign delivered more than 260 million impressions and achieved an enormous reach of more than 25 million. Due to huge participation on Twitter #WhatsYourDiwaliDelight was constantly trending on top in Twitter in India and even started trending globally on the final day.

Sony LIV

Sony LIV - #LIVThisDiwali

Campaign type - Facebook app

Concept -SonyLIV created an exclusive movie “Chhoti Khushi” for Diwali, making it the first ever OTT platform to create content. The FB App allowed people to share their personalized greetings with their family and loved ones. The greeting could then be posted on their Facebook and Twitter profiles as well as shared on the walls of who the greeting was made for.

Sony LIV -#LIVThisDiwali

Channels used: Facebook, Youtube

Contest: Paid promotion

Key achievements: The “Chhoti Khushi” video went viral during the Diwali week with it being one of the most viewed video during the Diwali period.They received more than 500 tweets to their handle and more than 1100 retweets on their tweets.325+ personalized greetings sent to their loved ones wishing a very auspicious Diwali.On Twitter, Sony LIV’s follower base increased by 1800 during the campaign.

Shaadi.com - #FastForHer

Campaign type - Microsite - http://www.fastforher.com/

Concept -The brand has launched its 2016 Karva Chauth campaign that’s calling upon husbands to fast for their wives too! A dedicated website has been created for the campaign which is basically keeping a track of the conversations and the number of fasting pledges taken by men

Shaadi.com - #FastForHer

Channels used - Microsite - http://www.fastforher.com/

Contest - A week prior to the festival, the brand had been sending out teasers on its social media pages. This was followed by fun illustrations and puns about food and love, announcing the #FastForHer contest. Couples have been invited to share their selfie/video for a chance to win a bunch of prizes.

Key achievements - The counter shows more than 6.24 million pledges taken.Celebrity husbands took the pledge to fast for their wives while tagging their friends on social media to do the same and carry on the chain.