Design Kurkure Diwali Gift Box At Talenthouse (Crowdsourcing Campaign)

An article on Kurkure's crowdsourced campaign for its Diwali gift box design and views on crowdsourced campaigns

Kurkure, the major snack brand from Pepsico India is running a creative crowdsourcing campaign through Talenthouse India, an online portal for showcasing creative talents and working in collaboration with industry experts.

The popular snack brand is inviting all graphic designers, Illustrators or anyone with a creative idea to design their Diwali gift box for this year. Having a design created by you that will reach lakhs of families this Diwali, sounds exciting enough but what’s super exciting than this is – the winning designer will receive Rs. 1 lakh cash incentive and the highest voted design will receive a reward of Rs. 25,000! Now that’s really exciting!

You can participate at the Talenthouse Facebook page here. At the below, there is an option to login with Facebook or you can always login by submitting a short form consisting of name, email and phone. Upon clicking the ‘Click here to participate’ button, you are taken to the Talenthouse website link for the Kurkure design contest.

Talenthouse has its standard format of displaying the required details within two tabs - Details and Participate. Under Details, there is everything one needs to know to create the design and the important dates. Under Participate, you have the guidelines, terms & conditions, helpful tips and also the entry form.

A few crowdsourcing examples:

Talenthouse India has hosted a variety of creative crowdsourcing contests on its platform. Creative could range from film scripts by renowned filmmakers Vidhu Vinod Chopra and Vipul Shah, assistant choreographers for Pony Verma, musicians to remix singer Shaan’s latest track, to brand related ones such as the Pepsi 2012 calendar design, the Airtel friends video contest, the Micromax logo redesign contest, etc. Crowdsourcing seems to be getting really popular by the day and we are seeing more brands preferring platforms like Talenthouse, Tumbhi, etc. for their new product promotions.

But not all crowdsourcing is happening on external platforms, there are quite a few being hosted on the brand’s Facebook page itself. When HP India reached one lakh fans on Facebook, it celebrated by creating a community song where the music and lyrics were crowdsourced from its Facebook community itself.

Recently, Aamby Valley city had invited entries for its Facebook cover page that best brought out the essence of the city through crowdsourcing on Facebook. The winner would get her cover photo featured for two months and a one night couples’ stay at one of its chalets. While a few brands have crowdsourced on their own with a full fledged social media campaign to promote it.

Zomato, the online food and events guide, had recently hosted their TVC contest ’20 seconds to a million’ where participants could win a million rupees for a 20 second video. The campaign had a dedicated website and #20tomillion hashtag to promote it on Twitter.

What’s so good about crowdsourcing?

Cost effective: Firstly, it is the cost-effectiveness involved in crowdsourcing. Imagine a brand receiving hundreds of entries as opposed to a few designs from an agency and that too at the cost of prizes for the winner and maybe the runner-up, and saves avoidable costs by eliminating the middle men altogether.

Added promotions: Besides, the buzz caused by participants in the mad rush to collect votes, is good enough promotion for the brand. The talent hunt contests at the various platforms are all vote-driven though maximum number of votes is not always the criteria for judgement.

More ideas: With every crowdsourcing initiative, the brand gains more ideas and also a feel on the pulse of the community. Crowdsourced campaigns can often reveal to a brand, what the crowd thinks or feels for it.

Social brand: Brands come across as ‘social’ when they open up to new ideas crowdsourced from the community. Being a social brand is very essential to survive in the social age. I believe this to the topmost reason for more brands adopting crowdsourcing techniques.

However, crowdsourcing does come with its pitfalls and copyright accusations and what have you. But, every new idea is almost always strongly condemned before it gets accepted and eventually popular. Crowdsourcing is not only being accepted by the industry but also the preferred way.

What do you think about Kurkure’s initiative? Is crowdsourcing the future?