#MissIndiaWaliFeeling – How Social Kinnect used video to spark interest in Miss India pageant for fbb

Case study by Social Kinnect wherein it created a video to bring alive 'Woh Miss India Wali Feeling' for fbb,, submitted under the category: ‘Best Use Of Video’ for LI Content Marketing Awards 2017

fbb missindiawalifeeling

The Client

fbb, India’s Fashion Hub, has been the face of affordable fashion destinations in India since 2008. With a mission to make India Thoda aur stylish, its philosophy reinstates the fact that it doesn’t cost much to be stylish with fbb. It believes in aspirational value fashion.

From business meeting to casual resort wear, from versatile ethnics to comfortable home wear, fbb creates exclusive merchandise for its audience under it’s own private labels. With a wide variety to choose from, fbb has something in store for everyone. fbb targets a youthful audience in India that wishes to stay synonymous with current trends.

The Agency

Social Kinnect is one of India’s fastest growing Digital Marketing Agency, which prides itself for providing ‘result-driven digital marketing services’ to the country’s top brands such as, HDFC Ergo, Indiabulls Home Loans, L’Oreal Professional, fbb (Fashion at Big Bazaar), LODHA, Zee Studio, Star Gold, Everyuth, Asian Paints and PNB MetLife. Their range of digital services include Social Media Marketing, Digital Media Planning / Buying, Video Production, Search Engine Optimisation, Websites and Application Development among others.

Problem Statement

Miss India as a pageant is losing its value and relatability. Due to so any changes to the format and how the pageant happens, people have lost interest in the same.

Identified Objectives

We wanted to change the feeling and spark the interest in people again through telling the stories of the Miss India girls and how that feeling is common among every girl in India.

The Strategy/Execution

Videos have become an increasingly popular medium to engage with the audience and it was the method chosen to get our message across. But tying every single emotion connected to Miss India together in one video was the task at hand.

With the idea of reaching out to the audience through emotions, Social Kinnect,  took the concept of ‘Woh Miss India Wali Feeling’ and told the story beautifully through the actual contestants.

It doesn’t matter who you are, where you’re from or what you do, as women, we all have that one particular feeling.The feeling of poise, pride and confidence. Celebrate woh #MissIndiaWaliFeeling with fbb Colors Femina Miss India! #MissIndia2017

Fbb – India's Fashion Hubさんの投稿 2017年6月14日(水)

Playing on the thought of every little girl’s dream of growing up and being the best version of themselves, the video highlights how every young girl feels when their dreams come true.


With over 4 Million views, over 60K reactions and 800 Comments, the video gave our audience a new spark to watch the pageant with a whole new mindset.


Audience tends to engage when the concept resonates with them. This observation helped in formulating this video and running this campaign and enabled optimizing targeting and promotions to the right people.