A list of 28 interesting 28 Indian social media campaigns from Q2 2014. Find more details here - http://lighthouseinsights.in/28-interesting-indian-social-media-campaigns-of-quarter-2-2014.html/

1. Best Indian Social
Media Campaigns
Quarter 2 - 2014

2. 1. Café Cuba coffee revolution
Following a sensational
introduction last September, Café
Cuba , the country’s very first
coffee flavoured carbonated
beverage by Parle Agro, created a
coffee revolution this April. An
interactive website narrated the
origin of the drink, where the
narration was done in MS DOS
type. A user was asked to press
the required key and enter, to
proceed in the story whereas
visuals and animated figures were
formed entirely of keyboard
characters. Read more on the
campaign here.

3. 2. Channel V “Know your VQ”
To connect with youngsters and
first time voters in the country,
Channel V had launched the
“Know your VQ” campaign during
the Lok Sabha elections. Powered
by a site and supported through
its social platforms, ‘Know your
VQ’ served as a complete guide to
the elections, where one could ask
questions, apart from testing their
VQ and sharing the interesting
visual content pieces with their
friends who are first-time voters
too. The use of double entendre
formed a unique feature in its
videos, text and images. Read
more on the campaign here.

4. 3. ICICI Bank “Magic Pencil Project”
For the launch of ICICI Bank’s
Creative Masters Drawing contest,
where participants could
contribute to a social cause with
their drawings, the brand
launched the Magic Pencil Project
which promised to give away
magic pencils with which one
could bring their imaginations to
life. A site was created along with
a blog, and platforms on YouTube,
Facebook and Twitter to generate
curiosity on the Magic Pencil
Project. Read more on the
campaign here.

5. 4. Head & Shoulders India
#ZindagiMiliDobara
For the promotions of H&S
shampoo for men, the shampoo
brand from P&G launched
‘#ZindagiMiliDobara’. The contest
hosted on a Facebook app sought
to find two men who deserved to
reclaim their lives and treat them
with a 5-day trip to Brazil. Men
needed to submit a 2-minute long
video or a 300-word writeup
describing why they deserved the
trip. The brand also had videos
submitted by comedy content
creators, The Viral Fever to add to
the humour. Read more on the
campaign here.

6. 5. Old Spice India ‘#WhatsInTheTub’
With Old Spice introducing
supermodel Milind Somen as the
face of the brand last year, it also
set about defining the new
‘mantastic’ smell. To reiterate the
magic of smelling mantastic, the
deodorant brand had launched
‘#WhatsInTheTub’ campaign this
April, where Milind was featured
in a tub wearing only the
mantastic smell. ‘Mantastic’ movie
posters were shared on social
media where the tub replaced the
main lead. Read more on the
campaign here.

7. 6. Signature Selfie mobile app
To associate with young
trendsetters, Signature launched a
selfie campaign purely through
the Signature Selfie mobile app.
Fashion photographer Atul
Kasbekar chose the most stylish
signature selfie who won a private
portfolio shoot with him. The
mobile app had many helpful
features to create the perfect
selfie like – 5-second timer, glam
filters, pro tips, effects, airbrush,
etc. The campaign roped in
fashion bloggers and celebrities
with a unique theme for users.
Read more on the campaign here.

8. 7. OMRON India and NAB ‘Your Voice,
Their World’
OMRON India and NAB, Delhi
wanted to create the world’s
largest audio-library of poems for
the visually impaired, through
their campaign ‘Your Voice, Their
World’. A website powered by
Facebook login and mobile apps
were created where users had the
option to record a poem, upload a
recorded one or just vote for
poems by others. The campaign
roped in Farhan Akhtar, Anupam
Kher, Atif Aslam, Sona Mahopatra,
Rahul Bose and other
personalities to contribute. Read
more on the campaign here.

9. 8. Pepsi India IPL7 @ThatPepsiIntern
Pepsi, the official sponsor of IPL7
had brand ambassador and actor
Ranbir Kapoor join Pepsi as an
intern to bring all the thrill and
action from IPL to cricket fans.
Beginning with the Twitter handle
@ThatPepsiIntern, sharing live
tweets on the IPL. The campaign
went on to fire him and
announced 15 internships through
social media. These interns won
an all expenses paid trip to UAE,
VIP access to the matches and
close encounters with celebrities.
Read more on the campaign here.

10. 9. Nokia X Fastlane ‘App coach’
During IPL 7, Nokia India had
launched a campaign for the
Nokia X Android phone focusing
on Fastlane – a screen that gives
you instant access to your most-
used apps. Users were invited to
suggest apps to Shah Rukh Khan,
the owner of KKR IPL team and
also the App coach, through the
brand’s Facebook page. If their
suggestions matched with SRK’s
Nokia X Fastlane, they won a
chance to meet the actor and his
team. Read more on the
campaign here.

11. 10. MasterCard India ‘World Beyond
Cash’
In a significant move to engage
the growing youth of the nation,
MasterCard had launched ‘World
Beyond Cash’ in India where
students and young professionals
were invited to submit their ideas
for a world beyond cash. A
Facebook app was created where
participants could submit their
ideas in the form of poems,
essays, illustrations, flowcharts,
videos, etc. Read more on the
campaign here.

12. 11. Gillette India “#MyRoleModel”
For the promotions of special
edition India razors, Gillette India
paid tribute to fathers in
#MyRoleModel campaign. An
extension of its global ‘Inner Steel’
campaign, Gillette roped in former
cricketer and brand ambassador
Rahul Dravid to convey the
message of fathers as the first role
models in a child’s life. The idea
was extended onto social media
with the #MyRoleModel blogging
contest and Twitter contests that
triggered conversations around
the campaign hashtag. Read more
on the campaign here.

13. 12. TrulyMadly “BreakingStereotypes”
TrulyMadly, a modern day
matchmaking service that finds
suitable matches using science
and technology, launched the
#BreakingStereotypes campaign
that sought to break stereotypes
existing in the country. It ran a
social experiment where it asked
boys and girls to share how
they’ve faced generalizations
while growing up, and curated
these stereotypes into interesting
visuals that could be shared on
social networks. Twitter contests
helped fuel the message further.
Read more on the campaign here.

14. 13. Cadbury Dairy Milk
“#MyFavDairyMilk”
Cadbury Dairy Milk transformed
its four flavours as part of a brand
revamp exercise, and launched
#MyFavDairyMilk during the Lok
Sabha elections. Riding on the
election fever in the country, the
chocolate brand also invited users
to vote for their favourite flavour
at the microsite. There was
campaigning for each flavour and
Twitter contests dedicated to each
of them. A mobile app was built to
engage users with fun games
around the flavours. Read more
on the campaign here.

15. 14. Famebox “American Swan Beauty
& the Blogger”
Online talent platform Famebox
had launched a web reality show
called “American Swan Beauty &
the Blogger” this April. The teams
comprised of a fashion model and
a blogger, where the model drove
up the glamour quotient, and the
blogger created social media buzz
with real-time updates, pictures
and behind the scenes videos. The
campaign leveraged a combination
of its website, Facebook and
Twitter, to drive eyeballs to the
Famebox YouTube Channel for
fashion. Read more on the
campaign here.

16. 15. Britannia NutriChoice Nutrijig
Britannia NutriChoice wanted to
strengthen the brand’s proposition
that good health can be fun. The
health snack brand teamed up
with IPL team RCB for the Nutrijig
campaign this IPL7. Cricket fans
were invited to record a jig onto
the webpage or Facebook
timeline, while best jigs were
rewarded with a chance to meet
the team. Fans could get
autographed RCB posters by
simply tweeting about the hashtag
or downloading them via the
website. Read more on the
campaign here.

17. 16. Micromax Unite 2
“#DeshkiDictionary”
For the promotions of Micromax
Unite 2 that supports 21 Indian
languages, Micromax Mobile
launched the #DeshkiDictionary
contest, where one could define
or nominate their own slang word
to create an Indian slang
dictionary. A microsite featured
the word of the day and the user
generated definitions for it, while
interesting visuals described the
slangs on social media. The best
entries could win the Unite 2.
Read more on the campaign here.

18. 17. Fox Traveller “Go Places”
This June, Fox Traveller set on a
transformation to Fox Life with a
new brand philosophy of ‘Go
Places’. Weeks prior to the
transormation, the TV channel
braced its fans or the new change
through teasers and Facebook
challenges. Fans could participate
in the Go Places challenge and win
a free surfing trip. Addiitonally,
they could create a bucket list on
Facebook to help keep a track of
the things they wanted to do.
Read more on the campaign here.

19. 18. Viber & YUWA “#VibeTheGoal”
During the FIFA World Cup,
messaging app Viber partnered
with YUWA, an organization that
uses football to change lives, for
‘Vibe the goal, its CSR initiative.
Viber would donate to Yuwa every
time someone used its messaging
app to send a message, create a
group, chat with friends or share
stickers with them. The campaign
used a microsite and social media
to drive users onto the mobile app
and spread the campaign hashtag.
Read more on the campaign here.

20. 19. Vespa India ‘Do you Vespa?’
Iconic two wheeler brand Vespa
launched its global campaign “Do
you Vespa?” in India in a different
way. Focused on building
aspiration for the brand, Vespa
asked fans to create stories that
personified the Vespa spirit on
Twitter, after taking a cue from the
new TVC. While Vespa India
provided the opening line for the
story featuring any one of the
character in the ad, participants
had to take it further with their
tweets. Read more on the
campaign here.

21. 20. Oreo Orange Creme
“#OreoBesties”
For the promotions of Oreo
Orange Creme, the cookie brand
launched a series of activities that
reinforced the friendship between
Oreo cookie and Orange crème by
calling them #OreoBesties. Fans
were invited to share their wacky
selfies with their best friend using
the hashtag. Visuals with the two
asked fans to guess what one said
to the other. Live customised
visuals were created out of fan
tweets that described their
#BestieBond. Read more on the
campaign here.

22. 21. HomeShop18 “Shopping
Makes Me Happy”
Ecommerce platform
HomeShop18 launched a
campaign to reinforce its
‘Shopping Makes Me Happy’
mantra featuring two animated
cats, a father-son duo. A microsite
displayed the TVCs and offered
fun activities to engage fans with
memes inspired by Bollywood and
shopping confessions. Each of the
cats had a Twitter handle of its
own and a unique personality too.
Read more on the campaign here.

23. 22. MRF Tyres “MRF Rain Day”
The MRF Rain Day campaign by
MRF tyres that has been
predicting rains for the past 30
years in Mumbai, while asking
Mumbaikars to change to MRF
tyres well before the rains, went
digital this year. A dedicated
microsite kept track of the rain
clouds starting from Kochi in
Kerala to Mumbai. Fans were
invited to predict Rain Day and
win prizes, in addition to sharing
pictures of the first rain. Read
more on the campaign here.

24. 23. Pond’s India “#PondsSelfieReady”
For the launch of its new summer
face care cream, Pond’s India
launched the ‘Selfie Ready’
campaign. Users needed to upload
their selfies on to the campaign
website, or share on Facebook or
Twitter with the hashtag
#pondsselfieready. While 30 of
the best selfie pictures would be
featured in billboards across 6
cities of India, 100 chosen ones
got product hampers. All selfies
featured on the virtual wall of
fame at the microsite. Read more
on the campaign here.

25. 24. Micromax Mobile Canvas Doodle 3
promotions
For the Canvas Doodle 3
promotions, Micromax Mobile
had launched a campaign to drive
home the message of ‘Can doodle
without limits’ to highlight its
doodling features. An animated
TVC highlighted how anything was
possible with a little pig, while the
story was continued further on
social media. Users were invited
to share whacky or funny
situations for the piggy, while the
brand created doodles out of
them. Read more on the
campaign here.

26. 25. KFC India ‘So Veg So Good’
In a bid to tap into the vast
vegetarian consumer segment,
KFC India had launched the ‘So
Veg So Good’ campaign with a TVC
featuring comedian and actor Vir
Das. Prior to airing the TVC, the
social media pages of KFC put up
content highlighting Das’s new
found obsession with KFC, and
invited the community to guess it.
Also, fans were invited to express
their reaction on KFC coming up
with veg options using memes.
Read more on the campaign here.

27. 26. Philips AquaTouch
“#BladeyConfessions”
Male grooming brand Philips had
launched an amusing campaign
for the AquaTouch. The brand got
the common razor to confess to
his crimes in a confession video, to
reveal his true identity of being a
hurting villain guilty of causing
nicks and cuts while shaving. The
campaign website
‘#BladeyConfessions’ featured
user confessions, while people
were asked to #forgivetheblade on
Twitter. Read more on the
campaign here.

28. 27. Za India launch
For the launch of Za in India, to be
available only in metro cities, the
skin care brand initiated a
campaign to connect with the
urban metropolitan woman. Along
with roping in influential beauty
and makeup bloggers to review
the brand products and
communicate its efficacy, the
brand created a Facebook
community around fashion, health
and beauty tips. A Facebook app
enabled a fan to know her BFFs
and also spread the word. Read
more on the campaign here.

29. 28. Lifestyle Stores #StylePlay
Lifestyle Stores had launched its
Spring Summer campaign
#StylePlay to highlight the
season’s trends. Conceived on the
insight that consumers today
preferred to recreate different
looks with the same pieces of
garments. Users on Twitter were
shared two different looks created
from a single outfit and asked
where they would wear these to,
while the brand blog described
how to wear a particular outfit in
two different ways. Read more on
the campaign here.

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