MTS India Calls For Support For Luger Shiva Keshavan With #IndiaForShiva For #Sochi2014

Review of '#IndiaForShiva' social media campaign by MTS India, where fans can show their support by tweets, images or videos using the hashtag


This February will see the 2014 Winter Olympics unfold in the Russian city of Sochi. Shiva Keshavan, the country’s sole luge athlete, who has been representing India since 1997 is once again in the news for his Luge awareness campaign ‘India for Shiva’. Luge, the fastest and most dangerous of the 3 Olympic sliding sports, sees lugers racing supine and feet-first on a sled at speeds of over 140 km per hour. But, there isn’t much awareness for the sport in India nor for the Olympic contender.

Last year, the athlete with many Asian and international records to his name, had launched this unique social campaign ‘India for Shiva’ where he had released a video through a website. The 1.42 minute video sees him sledding down at speeds of over 100 km/hour on an unmotored sled down the notoriously dangerous Leh-Manali highway. The deal was that each fan who shared the video could feature on his Olympic racing suit.

Cheer for Shiva to win a trip to Sochi!

With the nearing Sochi Olympics this year, the ‘India for Shiva’ campaign has grown. One of India’s growing telecom service brand, MTS India, also Shiva’s supporter, has launched a cool social campaign to enable fans to cheer for Shiva. Designed and executed by digital agency Brandmovers India, the campaign is powered by a microsite (image embedded above) with social sharing options. Fans can cheer for him using the hashtag #IndiaForShiva on Facebook and Twitter.

Moreover, there is an exciting incentive for fans - the one to cheer the loudest with the help of images, videos and blog posts stands the chance to win a trip to the Sochi winter Olympics!

The telecom brand has been pushing the campaign through social networks, especially the global townsquare Twitter. The Twitter stream of MTS India seems to be flowing with cheers for Shiva. In fact, the brand also ran a Promoted Trend for ‘IndiaforShiva’ yesterday on the occasion of India’s Republic Day to maximize social buzz. Apart from encouraging Twitter users to participate in the campaign, the brand has also been tweeting interesting bits of trivia on Shiva.


An Unmetric analysis of the MTS India Twitter handle for the last week (Jan 20 to Jan 26, 2022) highlights the distribution of conversations with the use of hashtags. While #IndiaForShiva sees a decent share in the conversations by the brand and users, #Sochi2014,  #trueIndiansuperhero and #Shiva also figure in Twitter conversations of the last week.

In addition, the MTS India Facebook page has also shared about the campaign on its wall.

#IndiaForShiva for MTS India

The #IndiaForShiva campaign moves beyond being just another promotional one on social. The brand’s support for Shiva Keshavan and the lesser known Luge game, has added the right thrust for a patriotic brand recall. An elegantly designed microsite powered with social sharing options coupled with the experiential prize of a paid trip to Sochi Winter Olympics 2014, will surely work for MTS India.

Apparently, MTS India has been quite the experimenter with brand endorsements. Ever since it roped in singer Shraddha Sharma, a YouTube discovery and Fake IPL Player, an anonymous cricket blogger who shot to instant fame during IPL, to endorse its  broadband services, the brand has been on a youth connect journey. For the NH7 music festival, MTS created the first ever music video made with Instagram photos taken by folks at the fest.

Hoping you have sent your cheers to Shiva, and sharing the video that is sure to convince you right away, if you haven’t cheered yet:

Disclosure: Unmetric is an advertiser at Lighthouse Insights.