Best Indian Digital Marketing Campaigns Quarter 4 - 2015

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 farmers 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.

#1

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.

#2

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.

#3

Citibank #WhatsOnYourPlate

When 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.

#4

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.

#5

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.

#6

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.

#7

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.

#8

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.

#9

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.

#10

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.

#11

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.

#12

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.

#13

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.

#14

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..

#15

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.

#16

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.

#17

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.

#18

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