Indians are often quick in adopting global trends. When selfies became the rage last year, people on this side of the continent caught up fast. It also helped that mid-segment smartphones were the hot selling gadgets in India; last quarter of 2013 saw the highest growth of smartphones in the country.
This steep growth of smartphones coupled with various other social factors led to a rise in the selfie phenomenon in India. From becoming the ‘in’ thing for self expression to being endorsed by celebrities and politicians alike, selfies have invaded almost all aspects of our social life.
A handy smartphone with an essentially front facing camera and a basic data plan, and you were armed to shoot and instantly share your selfie with the world. And there are variants too -
Be it the helfie (picture of your hair), the welfie (workout selfie), the drelfie (drunken selfie), or even items of furniture – shelfie and bookshelfie, or the bold belfie (picture of your posterior), the human race started getting innovative when it drilled down to sharing new kinds of selfies. This year also saw a ‘dogfie’, which is a selfie with your dog!
While 2013 brought in some fun selfie promotions on social media, 2014 has seen some new avatars in the simple selfie. Here, we revisit some fun and some weird selfie promotions in India:
1. PM Modi sets the stage
Earlier this year, when the country was voting for its future Prime Minister, BJP’s PM candidate Narendra Modi (who is now the PM) posted a selfie of his inked finger and created history. Throughout his election campaigning, the social media savvy leader had been posting selfies that caught up fast. In fact after he won, he posted a selfie with his mother which is now amongst the top 20 most retweeted tweets in India. Additionally, a whole digital campaign was also run around #SelfieWithModi where fans could upload their photos on to a mosaic site.
Sought blessings from my Mother pic.twitter.com/OegXhartLx
— Narendra Modi (@narendramodi) May 16, 2022
2. MTV & Philips #StyleTurf
Beginning of this year, personal grooming brand, Philips India teamed up with youth brand, MTV India to bring a one-of-its-kind selfie contest for couples called #StyleTurf. Couples needed to style themselves, click a selfie and share it using the hashtag to qualify for the first round. The most stylish couple selfie won a date to a 5-star hotel and grooming products from Philips, apart from the chance to feature on MTV. The campaign was supported through a microsite and social buzz in addition to offline events to find India’s most stylish couple.
Know a good looking couple? RETWEET and let them know. This could be their chance to be on @MTVIndia with #StyleTurf pic.twitter.com/0ncdH0LJ4W
— Philips Style (@StyleTurf) January 17, 2022
3. #DoveSelfie celebrates real beauty
Beauty brand Dove that set a benchmark in the beauty industry 10 years ago when it launched its campaign for real beauty, celebrated the real beauty in every woman this Women’s Day. It invited women to shed their inhibitions, take a selfie and show the world how beautiful they were through the #DoveSelfie contest on social media, a month-long theme-based campaign.
4. Pond’s gets you selfie ready
Skin care brand from HUL, Pond’s promoted its White Beauty BB+ cream with the #PondsSelfieReady campaign. Girls needed to share their selfies using the campaign hashtag on Facebook or Twitter to feature in the online selfie wall of fame. The 30 best selfies won a chance to feature on a Pond’s billboard across 6 cities, while others won product hampers in the six-week campaign. Interestingly, the campaign was accompanied by ‘The Selfie Song’ in addition to having a microsite.
5. Reebok invites workout selfies
As part of the ‘Live with Fire’ India campaign by Reebok, the fitness brand invited fans to share their workout selfies, calling it the ‘moment of fire’ selfies. One had to capture their moment of fire with a selfie and post it on their Facebook profile or Twitter page using #LiveWithFire, the brand’s global marketing mantra. Participants could win Reebok tees and have their workout selfies featured on the brand’s social media properties.
THE WINNING SELFIE from Sunday for #LiveWithFire #selfie contest is Farman Ali! You get a Reebok t-shirt! pic.twitter.com/htLBvYYdkd
— Reebok India (@reebokindia) April 30, 2022
6. Skybags conceives the ‘reverse selfie’
Luggage brand Skybags did a twist to the selfie by introducing the concept of a reverse selfie. In a campaign to promote the brand’s latest backpack collection for the youth, it designed a new communication mantra – Back is the new front’, and launched the reverse selfie contest. Here one had to show off their unique style with their backs facing the camera either with the help of a mirror or getting it clicked by someone. The reverse selfies helped emphasize the new brand mantra of #BackisTheNewFront.
The first winner is @tanmaymahajans for this awesome Man vs The Wild reverse selfie. Congrats! #BackIsTheNewFront pic.twitter.com/dLSrTZvpUY
— Skybags (@InSkybags) March 14, 2022
7. Dettol’s #Handfies promote handwashing
For Global Handwashing Day, soap brand Dettol introduced ‘handfies’ - a picture of your clean hands. For every handfie shared, the brand pledged to teach a child healthy handwashing habits. As part of the campaign, Dettol India ran #Handfie as a promoted hashtag on Twitter along with bringing in celebrities to share their handfies.
Karishma Kapoor shared a #handfie for a #swachhindia. Support the cause and share your #handfie pic.twitter.com/DdLwUZTT8B
— Banega Swachh India (@swachhindia) October 10, 2021
8. Share a Magnum selfie when you are #LostinPleasure
Magnum, the premium ice cream brand from HUL got its brand ambassador Kareena Kapoor Khan to urge consumers to get #LostinPleasure through a selfie campaign. The month-long contest asked people to send in their selfies with a Magnum ice cream stick in hand, and a creative reason to why Magnum gets them lost in pleasure. The top 5 most creative and good looking selfies won a chance to meet Kareena and take a selfie with her. These winning selfies with Kareena were featured in the Times city editions too.
Only 5 #LostInPleasure Magnum selfies get to recreate one with Kareena! So Participate NOW on: http://t.co/lr5NgDDDD7 pic.twitter.com/M6YvaHRGlS — MagnumIND (@MagnumIND) November 5, 2021
9. NatGeo introduces ‘Dogfies’
For the India launch of ‘Ceasar to the Rescue’, National Geographic Channel introduced a ‘Pose with your dog’ contest as part of the campaign. The contest essentially meant a selfie with your dog or a ‘dogfie‘. The most adorable dogfies won goodies for the dogs.
Who cares for the the camera when I can see my cookie jar @inNatGeo #PoseWithYourDog pic.twitter.com/D6zy2Wmcaq — anirban adhikary (@anirbanadhikary) August 20, 2021
10. Centuryply’s ‘Felfie’ for those who love their furniture
Plywood makers, Centuryply launched a ‘felfie’ campaign to pay tribute to our favourite piece of furniture. One had to click a felfie with their favourite piece of furniture and upload on to the campaign website. One could hope to win tablets, smartphones, digital photo frames and more prizes for sharing their felfies using #CenturyPlyFelfie.
11. Clarks India engages with ‘Shoefies’
Footwear brand Clarks India teamed up with fashion designer Rina Dhaka for its latest campaign called ‘Shoe Diaries’. Women were invited to share their shoe stories and stand a chance to win vouchers from Clarks. Shoe diaries basically involved sharing a picture of you and your shoe selfie on to the microsite.
Instant noodle brand, Maggi invited ‘breakfast selfies’ as part of its promotions for Maggi Oats noodles, but the pictures were unsavoury and not fit for human consumption.
Selfies are hopefully done with in this year, but we never know what the world has in store for 2015!