Brand Comm

Abar Pet Pujo

ec_main_acc — Mon, 25 Mar 2019 14:58:23 +0000

Abar Pet Pujo ec_main_acc Mon, 03/25/2019 - 20:28

Abar Pet Pujo

How we co-created a music video around Durga Pujo to make fortune's Kacchi Ghani oil relevant in the Bengali homemaker's kitchen

Social Content
Digital Videos and Films
Influencer Management

Client:

Category:

Background

Fortune wanted to increase its brand love among the Bengali audience by establishing a strong association with their culture and traditions. It aimed to leverage the context of Durga Pujo to achieve the same & maintain its Kacchi Ghani Mustard oil salient in the Bengali Kitchen.

Objective

To bring out the significance of a Bengali homemaker’s kitchen during Durga Pujo.

Insight

The Bengali community has a special bond with food, and Durga Pujo is the time of the year when that bond is celebrated to the fullest. It is also the time when homemakers express their joy and love for their families by preparing and feeding them a variety of delicious delicacies.

Idea

We reinterpreted the story of Durga’s victory over Mahishasura and brought it to the Bengali kitchen.

The idea was to showcase a homemaker, on a mission to sate her husband’s hunger with the choicest Bengali dishes that can only be accentuated with Mustard Oil- Fortune Kachchi Ghani.come out and embrace theirs as well.

Execution

In order to create impact during a time when a number of brands & creators create hyper local content, Fortune wanted to stand out by co-creating with someone who would lend their unique perspective to the idea.

We discovered Sawan Dutta, a popular YouTube vlogger who, over the years, has built a repertoire & niche for herself with a distinctive style of presenting food recipes through music.

The music video narrated the story of a Bengali household during Pujo. However, it came with a twist. The video personified the wife as Devi Durga and husband as Asura who challenged his wife to satiate his hunger monster.

Composed and performed by her, the soundtrack told the story of how her husband, a quintessential Bengali male, has an opinion about everything on food. He playfully challenges her about her dish choices, while flaunting his unbeatable hunger.

Much to his surprise, the power of her ten hands and Fortune Kitchen aided her in preparing numerous mouth-watering dishes, abating his insatiable hunger and finally winning this food battle.

This narrative struck a chord with our audience because of the cultural relevance of the content coupled with Sawan’s unique style of executing the same.

Outcome

On Facebook the video had a reach of 4.7 million, gaining 2.8 million views in a period of 7 days, that too within a very focused audience set.

The audience connect with the content was evident from the 15K shares it got, making the video go viral in the network. It also got close to 1K comments, with various threads discussing numerous topics around the content of the video.

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Content

Solutions

Brand Comm

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No.1 Yaari Patrol

ec_main_acc — Mon, 25 Mar 2019 14:55:44 +0000

No.1 Yaari Patrol ec_main_acc Mon, 03/25/2019 - 20:25

No.1 Yaari Patrol

How McDowell's generated conversations around the consequences of Drinking & Driving

Social Content

Client:

Category:

Background

McDowell’s No.1 whiskey stands for celebrating the bond between friends (Yaar) & the brotherhood (yaari) that stems from this special bond. At the same time, McDowell’s also has a strong “Celebrate Responsibly” philosophy. This necessitates the brand to educate its audience about different aspects of responsible drinking.

Come Christmas & New Year’s Eve, the brands stand on drinking & driving takes center stage. Because as Yaars reunite to celebrate their Yaari, some of them take a detour from the responsible path.

Objective

Create conversations around the consequences of Drinking & Driving in a manner that is relatable to the audience.

Challenge

While the brand understood the importance of the message, the Audience is used to tuning out of such communication, as Public Service ads of this kind are perceived to be preachy.

Insight

Yaar’s have a unique conversation style that can spice up even the most mundane topics of discussion.

Idea

So was born, No.1 Yaari Patrol; A group of yaars that want to convince people to not Drink & Drive through the language of yaari.

Execution

We teamed up with the responsible yaars to identify their friends who insist on drinking and driving. In return, No.1 Yaari Patrol would reach out to those yaars with a special message.

We identified Instagram as the most suitable platform for this initiative, since ‘tagging’ on Instagram is a popular behavior and a way of expression. This would let the concerned yaars easily tag their friends, giving Yaari Patrol the chance to reach out to the stubborn ‘at risk’ yaar organically. We wanted to keep the TOV light hearted hence Memes, Instagram’s most popular form of communication became the heart of the communication tactic.

The campaign was divided into three phases, launch, engagement and sustenance.

Launch

The objective was to set the context of the campaign with smart conversations and cultural units by calling out the concerned yaars. It was launched on the 24th of December 2018 on Instagram, with Christmas themed content and asked yaars to tag their friends who insisted on drinking & driving. Multiple formats and messages, including statics, videos and GIFs were produced on ‘Road Laws & Signs’, ‘No Bullshit Police’ & other persuasive content that backed the yaar’s concerns. The content garnered attention from the audiences & helped the concerned yaars feel at ease.

Engagement

The tagging game had to be taken forward by catering to the responsible yaar’s concerns. A dynamic, strong meme & conversation retaliation was staged, which resonated best with the tagged yaars. The audiences were educated on D&D laws by presenting them as cocktail shots &a catchy messages regarding busting myths on drinking habits were delivered by police officers and other well-wishers.

Sustenance

The final leg of the campaign aimed at retaining the engaged audience by asking them to share their sun signs on the 31st of December since that’s when everyone looks forward to a New Year, new beginning. McDowell’s responded back with ‘Horrorscope’, sarcastically engaging Insta stories & posts on repercussions of Drinking & Driving.

Outcome

In just 10 days, the campaign generated 5.1 million impressions, and recruited followers to the cause by almost a factor 6X over earlier efforts and ratcheted up 7850+ one-on-one conversations. Overall, the brand produced a total of 28 content pieces and 244 Insta stories as replies, yielding a total 138,000 engagement & becoming the talk of the platform during the period. A first for the topic of no drinking and driving.

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Solutions

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#ReadyForDual

ec_main_acc — Mon, 25 Mar 2019 14:52:40 +0000

#ReadyForDual ec_main_acc Mon, 03/25/2019 - 20:22

#ReadyForDual

#ReadyForDual (How we helped Lenovo generate conversations among their core gaming audience around the launch of the new Legion series)

Social Content

Client:

Category:

Background

Gaming laptops, while known for heavy duty performance, are also associated with their edgy and aggressive design & build. Lenovo intended to break away from this stereotype with their new series of sophisticated and elegant designed gaming laptops- Legion Y730 and Y530; Stylish on the outside, Savage on the inside.

Since they had a distinct product proposition, Lenovo wanted to explore a target audience which was outside the core gaming community, a large cohort which is generally ignored by mainstream gaming brands.

Objective

Create conversation around a new breed of gaming laptops made for a new creed of gamers.

Opportunity

This large clan of gamers don’t necessarily fit the cliché ‘gamer imagery’ and thus don’t get appealed by the usual marketing efforts of brands. We wanted to leverage this opportunity and create content that resonates with this specific segment, tapping into a market that other brands hadn't before.

Insight

These gamers lead dual lives which are mutually exclusive; One known only to their colleagues and the other known only to gamers.

Idea

The idea was to acknowledge and celebrate the dual lives of these non- stereotypical gamers and in turn inspire other closeted gamers to come out and embrace theirs as well.

Engagement

We got three gamers, Shagufta, Chirag and Rishabh to confess their duality on Lenovo’s Instagram page. This immediately struck a chord with our audience,

triggering them to share their personal duality stories with us. Coders, doctors, badminton players and even sailors, hundreds of clandestine gamers, came out and revealed their diverse professions and talked about how they manage to game even amidst their hectic lives.

We made sure to respond to each & every duality story, exactly as their gamer buddy would rather than in the tone of brand Lenovo. The audience resonated with our replies, sparking newer and deeper conversations around their passion for gaming.

Launch

The anticipation built, culminated on the day of the launch with a real-time coverage of the event on various social media platforms. Tweets, insta stories and even a facebook live, we did it all, giving our audience a window into the Launch.

Outcome

In the short 3 day period prior to the launch, the posts on instagram garnered over 1.6 million impressions and had a reach of over 1.2 million. We also had a deep engagement with Dual gamers, creating almost 250 conversations around their duality stories.

The campaign gave the audience a voice & a platform, a chance to be part of the larger gaming community which was missing till then. On the day of the launch, the insta stories were cumulatively seen by of over 65 thousand people and got 528 likes and DMs, where our fans expressed their love and excitement for the new Legion laptops.

The audience enthusiasm about the new line validated the brands decision to break away from stereotypical gaming machines. But more importantly, proved that the thrill of gaming goes beyond gaming dens to boardrooms, cruise ships and everywhere else.

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Service

Content

Solutions

Brand Comm

Client

Lenovo

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Lenovo Service Live

ec_main_acc — Fri, 16 Nov 2018 14:14:53 +0000

Lenovo Service Live ec_main_acc Fri, 11/16/2018 - 19:44

LENOVO SERVICE LIVE

A campaign aimed at molding consumer perception regarding Lenovo services

Digital Videos and Films
Social Content

Client:

Category:

Background

Being a late entrant in the India market, Lenovo placed 3rd in the PC category. They trailed HP and Dell due to a negative consumer perception of the brand. Lenovo wanted to break into the top 2 by focusing on after sales services to build a better brand imagery.

Objective

To improve customer perception of Lenovo’s after sales service to help build consideration for the brand.

Challenge

Lenovo made significant improvement in service parameters, but customers still perceived the brand negatively despite their high scores in quality when benchmarked to competition.

Insight

With the use of deep listening, we discovered that Lenovo service, hidden behind telephones, social media and concrete walls was obscured from the customer’s view and customers only believe what they see.

Idea | #LenovoServiceLive

We opened a window into the world of Lenovo Services to give customers a tangible feel of the effort the service team puts in behind the scenes to engender empathy for the brand. And we did this on a medium infamous for ruining service reputation of brands.

Approach

The campaign strategy was twofold: communicate speed of response & create a layer of transparency between Lenovo’s after sales service support and the end-users. In the first phase of the campaign, to communicate Lenovo’s swift consumer redressal, a series of videos were created that were pushed through digital media & few TV spots under the name #BreakTheWait.

To create transparency, we opened a live window online, over a marathon 48 hours & demonstrated how Lenovo solves service related issues. While the creative strategy was focused on showcasing the depth of Lenovo’s service, the media approach was made to demonstrate the breadth of Lenovo service's responsiveness.

To showcase Lenovo’s expertise, agility, and scale of PC services, we showcased ‘The Journey of A Query'. We demonstrated in real-time how a PC Issue gets resolved at Lenovo Service Centers.

Rahul Agarwal, the CEO of Lenovo introduced #LenovoServiceLive with YouTube vlogger Utsav Chakraborty. People responded with their service requests, and the response management team worked in tandem with the Lenovo service team to give real-time updates in 30 minutes flat.

As queries poured in, Lenovo’s Director of Marketing, Bhaskar Choudhuri, in a mean-tweets-esque setup took on the internet trolls, who in large part are responsible for the negative online perception.

Outcome

We observed a significant lift of 21.3% in brand consideration & 78% in purchase intent. The brand jumped to the No. 2 position in the PC market. The campaign was followed up by on-ground arrangements such as special stock of stand-by machines across eight tier-1 cities, engineers on stand-by for onsite visits, and free-of-charge warranty extensions for select cases.

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Solutions

Brand Comm

Client

Lenovo

Award

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Cult Of Phab

ec_main_acc — Tue, 16 Oct 2018 09:34:13 +0000

Cult Of Phab ec_main_acc Tue, 10/16/2018 - 15:04

LENOVO PHAB

How Lenovo Launched the PHAB- Phone+Tab globally along with creating awareness about the form, features and functionality.

Social Content
Influencer Content

Client:

Category:

Background

Lenovo were looking to launch their latest product, the PHAB, a portmanteau of phone and tablet on a global platform. But the brand faced skepticism in terms of consumer acceptance of the new form, due to its mammoth 7-inch size.

Objective

To launch the PHAB and subsequently create awareness about its form factor & build advocacy amongst the influencers to facilitate consumer inclination towards it.

Challenge

The brand had to create a category within a category, a combination of a phone & tablet with a screen size of an unusual 7 inches.

The Idea | Don't be drab #GoPhab

We wanted to showcase that using multiple devices for different needs wasn’t considered ‘cool’ anymore and the way to go was to use a device that provided the best of both worlds. hence they created content based on their experiences which appealed to distinct sets of audience.

Approach

The entire launch campaign was divided into two major phases, reveal & reach and so was the content, specific to each bucket.

Reveal

The idea was to create familiarity around the product’s form & functionality, hence this phase was about creating awareness among potential users. The campaign produced creatives that focused on how consumers need not own multiple devices for different functions, since PHAB presented best of both worlds (PHONE+TAB).

Reach

Since the combination of phone & tab was an unexplored segment, we looked at instilling enough knowledge regarding the same. It was essential for the PHAB to be differentiated from competing products, hence this phase aimed at more interactions with the market. We created snippets on advantages of having a bigger screen and creatives on the diverse set of consumers that can use the PHAB due to its multiple features.

But it was also essential to drive the above mentioned by influencer endorsements. So we created ‘The Cult Of PHAB’, a platform where 30 influencers, from distinct backgrounds, with different phone usage patterns and requirements were offered the opportunity to spend a week with the device and try it out for themselves. In return, they created content based on their experience which appealed to distinct sets of audience. This content led the audiences to the Cult of PHAB site where they could view influencer thoughts, as well as sign up to receive one for testing.

Outcome

The stage by stage execution enabled Lenovo to break through the market gradually while also enabling consumers develop an inclination towards the form. Many who visited the Cult of PHAB site signed up for product testing. The social experiment proved to be a qualitative product sampling; where the brand managed to create an inclination towards a newer & bigger screen size along with acquiring a record of usage patterns of distinct professionals who utilized the same to create content.

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Solutions

Brand Comm

Client

Lenovo

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Dishcovery

ec_main_acc — Tue, 18 Sep 2018 11:49:24 +0000

Dishcovery ec_main_acc Tue, 09/18/2018 - 17:19

DISHCOVERY

How we helped MTR create a platform that became the go-to destination for authentic Indian cooking recipes

Social Content
Community Platforms
Advocacy

Client:

Category:

Background

MTR, a brand known for their expertise across regional cuisines, wanted to differentiate themselves from competition by providing consumers with authentic cooking content. Considering their legacy & heritage, MTR believed that they were innately capable of providing audiences with the most credible and authentic ways of preparing delicacies.

Objective

We had to build a strong association between MTR & authentic ways of preparing traditional cuisines.

Challenge

Digital platforms weren’t as wide spread and that posed a challenge to reach out to our TG seamlessly.

Approach

Consumers like it when sources help them with authentic & credible information about a subject, a need that reflects the most in the F&B category. Thus, Dishcovery was born.

We aimed at building a one-stop-shop for homemade, authentic Indian recipes. It regularly served the TG with kitchen tips & access to regional recipes. In order to create visibility amongst the TG, relevant content such as kitchen hacks, food trivia, snackable recipes, etc. were pushed out on social media platforms.

Outcome

The initiative appealed to the consumers and earned followers & subscribers who then shared it further with their individual social circles, helping MTR establish itself as the home to authentic content.

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Solutions

Brand Comm

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Soulfull

ec_main_acc — Tue, 11 Sep 2018 12:14:15 +0000

Soulfull ec_main_acc Tue, 09/11/2018 - 17:44

SOULFULL FOODS

A digital platform that was SO FULL OF GOODNESS

Social Content
Web & Mobile Design

Client:

Category:

Background

Soulfull was a newly launched brand in the cereals category that was directly competing with giants like Kellogg’s & Baggery’s. Soulfull’s Chocofills made with Ragi, a cereal made especially for kids, was slotted to be the hero product to launch the brand on digital. When it came to kids, the brand believed that breakfast, apart from being an important time for a wholesome meal, is also the best time for inculcating the right values in them.

Objective

We had to differentiate Soulfull from the competition by revamping the existing website & harmonize content across platforms, keeping in mind the core consumers.

Challenge

Soulfull had a dichotomous set of values & promises; it believed in ‘going back to the roots’ while promising to deliver to the needs of today’s generation. Striking the right balance was the biggest challenge as the brand story would comes across as dull if not communicated the right way.

Approach

The main communication to relaunch the brand across all platforms was #SoFullOfGoodness to drive home the value proposition. Superheroes appeal strongly to kids & vibrant colored comic books create a playful environment. This personified the thought of ‘So Full of Goodness’ which dictated the warm & clever copy. The tone of voice had to endear the brand to mothers. Hence, it was set to be friendly, clever and light hearted, radically different from competing brands.

Outcome

The rich, evocative visuals complemented the home page story that engaged mothers and led them to empathize better with their kids. With a consistent voice across their social platforms, website and e-commerce, Soulfull was able to create a unique brand imagery amongst mothers and managed to successfully differentiate from competition.

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Service

Experiences

Solutions

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Pet Pujo

ec_main_acc — Tue, 11 Sep 2018 12:13:45 +0000

Pet Pujo ec_main_acc Tue, 09/11/2018 - 17:43

The Pet Pujo Song - Fortune Foods

How a piece of vernacular branded content from Fortune Foods went viral in local communities of West Bengal and spread across the world.

Digital Videos & Films
Media Planning

Client:

Category:

Background

Fortune Foods wanted to connect with communities in Bengal to mark the arrival of their most important festive season – the Durga Puja. The festivities are usually marked with huge social gatherings at Puja Pandals and family reunions at home, leading to a spike in food consumption.

Objective

To tell a relatable story to the Bengalis and weave in three brands (led by Kachchi Ghani) in the story.

Challenge

While Navratri/Durga Pujo was all about clichéd nostalgia or renaissance, it was essential to abandon the same and stand out.

The Idea | The Pet Pujo Song

Food is not just the part of the celebration. It is the celebration. We drove home this message by collaborating with a popular YouTube vlogger, Sawan Dutta. The story was about how her love for food creates a tension with other rituals.

Approach

The video amplification strategy was based on touching the database of 6 lakh Bengalis on WhatsApp to seed and flame the video in peer-to-peer networks. This was followed by promoting the film on social channels by not just using the brand page, but also cross leverage the reach and authenticity of the influencer's page.

Outcome

The vernacular treatment & relevant content led to widespread reactions and comments on Facebook & YouTube posts. Further, Fortune conversing in a vernacular language led to more people joining in the conversation. 80% of the conversations around love for the product & brand were in Bengali.

To measure the impact of the campaign, we conducted a Post Campaign Dipstick Study on Facebook retargeting audience (sample size of 118). Repeated exposure through multiple platform resulted in high brand recall.

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Service

Experiences

Solutions

Brand Comm

Client

Adani Wilmar

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Pitch to her

ec_main_acc — Mon, 10 Sep 2018 12:54:04 +0000

Pitch to her ec_main_acc Mon, 09/10/2018 - 18:24

Lenovo #PitchToHer

Lenovo partnered with YUWA, a non-profit organization that uses team sports to empower girls from rural India.

Digital Videos & Films
Social Content

Client:

Category:

Background

Lenovo was to launch its newest smartphone, the A6000 in the sub-10k category. The brand/product wanted to differentiate from competition while also making a grand entry into the market.

Objective

We were to craft a cause marketing platform for girls in Jharkhand, that would invite the brightest minds to intern with YUWA and bring their ideas to life.

Challenge

The challenge was to put the YUWA girls under the spotlight where people would recognize them for their exemplary achievements and not look at them through the keyhole of misery.

Approach

The aim was to adopt technology to arrive at simple life hacks that empowered girls; this required ideas beyond the conventional ones. Socially conscious & aware youth were called out to #PitchToHer- a platform where they shared interesting tech-based ideas and hacks to help transform lives at YUWA. The reward was a month-long internshrip at YUWA during which they would help bring their ideas to life. On social, we asked users to come up with things India could achieve #WhenGirlsAreFree.

Outcome

The 'Pitch To Her' web asset became a hub of interesting ideas and discussions. This theme of digitally-empowered young women resonated with the audience. #WhenGirlsAreFree generated nearly 7 million impressions on Twitter and trended nationally for several hours on 14th and 15th August

More than 5000 pitches came in, of which 1300+ were featured on Pitch to Her site. The top three got a chance to bring their ideas to life working with the YUWA team and girls at Hutup, Jharkhand.

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Award

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A6000

ec_main_acc — Mon, 10 Sep 2018 11:58:16 +0000

A6000 ec_main_acc Mon, 09/10/2018 - 17:28

RanbirHitsA6 - Lenovo

A phone launch that got Ranbir Kapoor to break the internet with the newest smartphone in town

Social Content
Influencer Content
Digital Video & Films

Client:

Category:

Background

Lenovo was to launch its newest smartphone, the A6000 in the sub-10k category.

The brand/product wanted to differentiate from competition while also making a grand entry into the market.

Objective

To create a brand campaign that would help establish the product as the leader of the sub-10k category while also building conversations around its power features.

The Challenge

The goal was to earn a place as the leader, outsmarting established competitors such as global rival Xiaomi.

The Idea | #RanbirHitsA6

We created immense buzz by launching Ranbir Kapoor simultaneously on 6 social platforms using the A6000 as the de-facto device of communication.

Approach

Titled #RanbirHitsA6, the idea was to create buzz by launching Ranbir Kapoor simultaneously on 6 social platforms using the A6000 as the de-facto device of communication. The 'X' factor of the idea was that Ranbir Kapoor did not even have a presence on social. We plotted to persuade him to ‘play ball’ with Lenovo A-6000 on social media: 6 crazy hours with the A6000 during which we wanted to hit the ball right out of the park. With the premise of a commercial shoot, Ranbir was portrayed to be shooting for the launch TVC of the Lenovo A6000. While the supposed shoot, Ranbir interacted with a massive number of his fans on various social platforms at a very personal level.

Approach

With the premise of a commercial shoot, Ranbir Kapoor was portrayed to be shooting for the launch TVC of the Lenovo A6000. While the supposed shoot, Ranbir interacted with a massive number of his fans on Twitter, Facebook, Instagram, Vine, Tumblr and even Snapchat, all at a very personal level.

#RanbirHitsA6 managed to trend not just in India, but also across the world. In addition, every content piece had the Lenovo A6000 glued on it, ensuring there was an immediate connection with the product.

Outcome

The entire social media fraternity went wild with his blockbuster appearance. Fans completely let loose their thoughts and feelings for their most desired Bollywood Superstar. News articles of his appearance were sprawling all over the internet. Each tweet and post got close to 300+ Likes and retweets. All in all, the initiative ensured that Ranbir truly broke the internet, while Lenovo successfully broke the Smartphone Market.

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Client

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