An insightful digital media campaign for Reliance General Insurance amplified via an engaging contest on social media.

1. This presentation
was made with
my mom’s
blessing.
#MaaKiDua –
A Case Study

2. For
Mother’s Day 2019, Reliance General
Insurance wanted to do something
vastly different & engaging than your
generic dose of ‘Happy Mothers Day’
or ‘Don’t Forget to Wish your mom’

3. This very requirement to break the
clutter of emotionally driven
monotonous posts led us to our
Driving Insight :
Finding appreciation for mothers in
one of the most common, yet
overlooked facets of artistic
communication – the personalised
messaging behind vehicles in India

4. #MaaKiDua
P R E S E N T I N G

5. Key Concept
A mothers blessing is one of the most prized possessions in Indian culture.
This can be directly noticed at the back of bikes, cars and vehicles of all
kinds. Not limited by language – these can be found across the country in
regional and national languages – Maa Ki Dua, Mom’s Love, Aai Cha
Aashirvaad and thousands of other variations conveying the same thing :
One’s appreciation for their mothers blessings.

6. Our Approach
Engaging with users across the
country by gratifying them for
spotting any vehicle showcasing
love to their mothers.
Execution Platforms:
Facebook & Twitter
Campaign Duration:
3 Days

7. Creative
Executions

8. Creative
Execution
Announcing the Campaign on Social Media via associating a mom’s love as one
of the reasons for a vehicles protection (the other obviously being insurance). The
thought was adapted into mailers for internal audiences & customers as well.

9. Creative
Execution
Sustenance on Social Channels via Reminder Posts
& Social Channels

10. Audience
Engagement

11. Audience
Engagement
An overwhelming
number of entries
ensured maximum
engagement

12. Audience
Engagement
An overwhelming number of entries ensured
maximum engagement.

13. Campaign
Impact

14. Verified
Profile
Participation
Influencers & Verified profiles loved
the idea and jumped on-board

15. Trending
On Twitter
Virality & wholesomeness of the concept led to #MaaKiDuaContest
trending nationally for a period of 5+Hours

16. Impact for the Brand
5Million+
impressions
3Million+
reach
48hours
20k+
engagement
5+
hours of
national
trending

18. OUR
OTHER OFFERINGS

19. Business Consulting -
Digital Transformation

20. Production

21. Influencer
Integration

22. Media

23. Technology

24. A 201-202,
Rizvi Palace, Hill Road, Off Marks & Spencer, Bandra (W), Mumbai 400050, India.
saheb@agency09.in | +91 7977314717
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