Following a memorable first quarter marked with the ICC Cricket World Cup and heavy investments in digital content marketing, we witnessed an exciting second quarter, marked with the Indian Premier League and cool innovations in the space of digital marketing in India. Quarter three of 2015 brought to the fore digital campaigns that found different ways to connect better with the end consumer.
Indian brands are on their feet, catering to the ever-evolving consumer behaviour in this fast paced digital age. Sectors ranging from banking, clothing, FMCG and tech have been increasingly focusing on digital as a priority in their marketing pie.
Listed here the 18 of the coolest social and digital marketing campaigns reviewed at LI in the fourth quarter of 2015. Do note this list is unordered, campaigns feature here due to a combination of parameters like innovation, creativity, aligned to brand objective, memorability, consumer connect and engagement, and more.
1. 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 farmer’s 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.
2. 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.
3. 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.
4. Citibank ‘#WhatsOnYourPlate’
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.
5. 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.
6. 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.
7. 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.
8. 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.
9. 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.
10. 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.
11. 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.
12. 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.
13. 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.
14. 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.
15. 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.
16. 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.
17. 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.
18. 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.
The above campaigns have been compiled from the ones reviewed at LI in the fourth quarter of 2015. Do share your favourites from the list.