A list of 31 best Indian social media campaigns of quarter 1, 2014

1. Best Indian Social
Media Campaigns
Quarter 1 - 2014

2. 1. Philips Lighting ‘Mumbai In A New
Light’ LED lighting solutions brand, Philips
Lighting teamed up with MTDC
(Maharashtra Tourism Development
Corporation) to illuminate Mumbai’s
most iconic monument, The
Gateway of India, with its advanced
LED lighting systems having a 16
million colour palette. Bringing to
action its message of ‘see what light
can do’, the brand ensured the
event involved everyone in the city
through offline and online ways.
After live streaming the illumination
through a microsite, a Facebook app
was created where fans could
experience the lighting themselves.
Read more on the campaign here.

3. 2. Zoiro Denin #DontStopDenim
For the promotions of Denin,
denim intimates for men, Zoiro,
the designer innerwear brand for
men, had launched a day-long
interactive campaign featuring VJ
Manish as the Zoiro Man. Fans
were given the power to keep him
in his Denin underwear by
throwing challenges for him like
do the salsa, propose to the chair
or dance like a robot. One had to
use the hashtag #DontStopDenim
in their challenge tweets, and in
case the hashtag stream had no
challenges, he would start wearing
his clothes. Read more on the
campaign here.

4. 3. Cadbury Silk ‘#FirstLoveIs’
For the promotions of its limited
edition pack for Valentine’s Day,
Cadbury Silk, the premium
addition to Cadbury Dairy Milk
had launched an adorable co-
creation campaign called
‘#FirstLoveIs’. In the 2-day
campaign, the chocolate brand
asked its community to share
what first love meant to them,
using the hashtag #FirstLoveIs.
The best meanings of first love
were drawn into cute little
doodles, which also display the
Twitter handle of the winner, and
shared with them in real time.
Read more on the campaign here.

5. 4. Cornetto Cupidity Call Centre
This Valentine Day, Cornetto had
launched the Cornetto Cupidity
Call Centre as a dedicated website
and a Facebook app where the
icecream brand’s community
could do something cupid. One
could enter their dedications of
love at the centre, and cupid
would sing it and create the ‘My
Cornetto Valentine Song’. Social
media was leveraged to drive fans
to the call centre; the extensive
co-creation campaign had close to
3650 song videos generated
within a record time of 3 days.
Read more on the campaign here.

6. 5. Asian Paints Speechless mime
videos
As an extension to its ‘speechless’
TVC, Asian Paints had launched
the ‘‘The Royale Aspira Beyond
Words’ Twitter contest. The 2-day
co-creation campaign invited
users on Twitter to share what
made them go speechless. The
best tweets were then converted
into mimes dedicated to the
creator of that tweet and shared
in real time. As per a Campaign
India report, 75 mime videos were
created from close to 11K tweets
received. Read more on the
campaign here.

7. 6. Cadbury 5 star ‘#ConditionSeriousHai’
Cadbury 5 star had launched an
anti-seriousness campaign called
‘Inki Condition Serious Hai’, where
‘seriousness’ is considered a social
disease that needs to be
eradicated with the chocolate bar.
A 5-day blogging contest invited
bloggers to blog about their
encounter with someone whose
condition was serious,
accompanied by Facebook and
Twitter contests inviting the
community to share about
‘serious’ people using the hashtag
#ConditionSeriousHai. Read more
on the campaign here.

8. 7. Kotak Mahindra Bank ‘Jifi’
For India’s first fully integrated
social banking account called ‘Jifi’
designed for the tech-savvy
socially connected generation of
today, Kotak Mahindra Bank
launched a cool social media
campaign. The social bank account
was launched exclusively at a
blogger meet party, and its
benefits were explained through
video stories. While the social
media presence of Jifi has a cool
personality, the account makes it a
point to engage personally with
anybody who has a query on the
banking account. Read more on
the campaign here.

9. 8. Experience Commerce “Mission
_i_ing” Experience Commerce, one of
India’s largest independent pure-
play digital marketing agencies
had launched ‘Mission _i_ing’, a
two-month social recruitment
drive to hire creative individuals.
One did not interact with the HR,
instead every team in charge of a
particular department pitched
their requirements through
videos. Apart from showcasing the
creative talent in each of the
teams, the videos gave a better
idea of the work culture, team
challenges and team mates to a
potential candidate. Read more
on the campaign here.

10. 9. HCL Technologies
“#CoolestInterviewEver”
HCL Technologies had launched a
global talent hunt for the coolest
IT professionals through a unique
3-week recruitment campaign on
Twitter - “#CoolestInterviewEver”,
powered by a microsite at its core.
Applicants needed to follow the
company on Twitter and answer 6
questions to register themselves,
while the process of evaluation
and selection was carried out by
HCL HR executives completely on
Twitter, including the one-on-one
interviews with the top five. Read
more on the campaign here.

11. 10. Micromax A94 MAd guessing
game
For the launch of Micromax A94,
with the preloaded ‘MAd app’ that
can give free recharges and bill
waive-offs to the owner with the
points they earn by watching ads,
the mobile handset maker had
launched an interesting ad
guessing contest called ‘Ad
charades’. A microsite powered
with a Facebook login hosted Ad
charades, where one could score
points for guessing the ad
correctly. The top 8 scorers of the
game won the A94. Read more on
the campaign here.

12. 11. Fox Traveller “The Walking Dead”
zombie pranks When the horror drama TV series
“The Walking Dead” was to be
telecast in India on Fox Traveller,
the channel initiated some scary
events on social media. Zombie
pranks were carried out in a photo
booth and the city, announcing
the arrival of the zombies. The
zombie attack videos were then
shared with fans, in addition to
contests on the videos. Fans were
invited to contribute with their
ideas of an Indian zombie and
personalized zombie memes were
created for them. Read more on
the campaign here and here.

13. 12. TONI&GUY #UnlockTheLook
For the promotions of its ‘Hair
Meet Wardrobe’ philosophy,
premium hair-styling brand,
TONI&GUY launched the
#UnlockTheLook campaign, where
it enabled its community to
recreate the season’s catwalk and
street-style looks. A Facebook app
was created where fans could
unlock the 3 statement looks
created using the brand’s styling
products by voting for their
favourite look. They could win
passes to the Lakmé Fashion
Week, along with brand products.
Read more on the campaign here.

14. 13. Center Fresh ‘Yeh Wala’
Center Fresh had launched the
‘Yeh Wala’ campaign in which the
chewing gum brand took a jibe at
how various ads sell products.
Aligned with the brand
proposition of “Zubaan pe rakhe
lagaam“, the message has been
well extended onto social media
with the use of #YehWala hashtag.
A contest run simultaneously on
Facebook and Twitter invited fans
to write funny taglines under a
specific given theme, starting the
tagline with #YehWala. Read more
on the campaign here.

15. 14. Godrej Appliances Women’s Day
DVC
Celebrating the special woman on
the occasion of Women’s Day,
Godrej Appliances launched the
first digital video
commercial (DVC). Breaking
misconceptions that women are
not as tech-savvy, while also
showcasing the brand’s products,
the DVC featured a multi-tasking
woman at ease with technology.
Contests on Twitter asked users to
tag the special woman in their
lives and describe why she is
special using the hashtag
#SheIsSpecial. Read more on the
campaign here.

16. 15. Nokia Lumia 1520 ‘‘The guy who
lost his girlfriend” For the promotions of Nokia
Lumia 1520 as a smartphone to
help you ‘capture and relive your
memories”, the Finnish phone
maker had launched a storytelling
campaign called ‘‘The guy who
lost his girlfriend’. It was the story
of Antonio, a Spanish expat living
in India for the last three years
and his Indian girlfriend, Yamini,
who has split with him. To win her
back, Antonio would ask for
suggestions through his Facebook
page, while useful suggestions
were rewarded with branded
prizes. Read more on the
campaign here.

17. 16. VIP Skybags #BackIsTheNewFront
For the promotions of its latest
backpack collection for the youth,
VIP Skybags launched a quirky
campaign called ‘Back is the new
front’. While the commercial
showed a new world where
youngsters were doing everything
backwards including cycling, to
show off their stylish backpacks,
the same was extended on to
social media with reverse selfie
contest. One had to show off their
unique style with their backs
facing the camera. Read more on
the campaign here.

18. 17. Tropicana
‘#BreakfastwithTropicana’
Tropicana from PepsiCo wanted to
focus on making Tropicana 100%
fruit juice as a critical constituent
of the breakfast. It launched the
#BreakfastwithTropicana
campaign where food aficionados
and influencers from the digital
world were invited to a breakfast
meet with a personal invite that
included a basket of Tropicana. A
#skippedbreakfastbecause contest
was launched that invited fans to
share their excuses and reasons of
missing breakfast. Read more on
the campaign here.

19. 18. Quikr Maximum Selling Price
(MSP)
Online classifieds marketplace,
Quikr had launched a cool
campaign for the promotions of its
new feature called ‘Maximum
Selling Price (MSP)’, a pricing
guide that will benefit both buyers
and sellers on the platform by
determining the fair value for a
used good. Quikr launched fun
contests inviting users to interpret
the Maximum Selling Price for
annoying people in their lives
where the best tweets won gift
hampers. Read more on the
campaign here.

20. 19. Godrej “Dance to my tune”
This Women’s day, Godrej created
the world’s first women only web
experience, “Dance to my tune”
where women could get their men
to do anything – clean the house,
whip up a meal, do the laundry,
etc. while they just sat on the
couch decked up in a leather suit
and poked fun at their men. One
needed to login through
Facebook, upload the two pictures
and select a chore. The video
showed the man using Godrej
products to complete his chore.
Read more on the campaign here.

21. 20. Mirinda ‘Pagalpanti League’
Mirinda, the orange flavoured soft
drink brand from Pepsico, had
launched the ‘Mirinda Pagalpanti
League’ as an evolution to its
signature attitude to craziness.
Brand ambassador Asin appeared
in a series of ads where people
played crazy games like playing
ping-pong using hand-shaped
‘bats’ fitted on top of their heads.
The brand invited fans to share
their crazy ideas in the form of
text or audio or video using the
hashtag #WhatsYourPagalPanti.
Read more on the campaign here.

22. 21. eBay India ‘Way too Fab’
When eBay India, one of India’s
leading online, turned 9 in March,
it launched a 9 day long birthday
celebrations campaign called ‘Way
too Fab’ that included party
games hosted on a dedicated
microsite. One could log in with
their Facebook or Twitter accounts
and play a different game every
day to win eBay coupons, gifts,
etc. With fun games like Spin the
Bottle and #WTFSelfie, the brand
managed to create a fun virtual
birthday bash for its community.
Read more on the campaign here.

23. 22. Zee Café House of Cards premiere
For the premiere of political
drama “House of Cards” on Indian
television, Zee Café built an
exclusive website targeting
working professionals. The
website featured exclusive
snippets, original wallpapers and
life lessons to be learnt from the
drama, apart from a personality
test. One could also get their
‘Masters in Manipulation’ degree
by going through short videos,
that are informative snippets from
the show meant to enhance one’s
political moves in life. Read more
on the campaign here.

24. 23. MTS India Digital Pujo Awards
MTS India had launched the ‘MTS
Digital Pujo Awards’ in Kolkata,
one of its most important circles.
A microsite was created where
festival organizers created their
profiles and registered their
pandals. Multiple RFID enabled
LIKE-O-METERS and booths were
set up at the biggest pandals in
the city, using which visitors could
vote for their favorite Pujo
pandals by flashing RFID bands
linked to their Facebook accounts
in front of the LIKE-O-METERS.
Read more on the campaign here.

25. 24. Titan – Joy of Gifting
Extending its brand proposition
‘The joy of gifting’, Titan Watches
had launched an ad to strengthen
the brand’s association with
gifting around farewells. Social
media was leveraged to enable
the community to be a part of the
Titan signature tune with
interesting contests. A website
was built where the community
could share their very own version
of the Titan tune by either
whistling or humming or playing it
on a piano. Read more on the
campaign here.

26. 25. Lay’s Best Buddies Season 2014
Lay’s, the potato chip brand from
PepsiCo India had rolled out a
brand new communication line for
2014 with the launch of ‘Lay’s Best
Buddies’, as part of strengthening
its brand philosophy – ‘Pal banaye
magical’. The new ads were
released as a series of episodes
telling the story of brand
ambassador Ranbir Kapoor and his
college buddies, and shared on
social media. Read more on the
campaign here.

27. 26. Philips & MTV StyleTurf couple
selfies
Cashing in on the popularity of
selfies, grooming brand Philips
teamed up with MTV to bring a
one-of-its-kind selfie contest for
couples called the StyleTurf.
Couples needed to style
themselves, click a selfie and
either upload it onto the StyleTurf
microsite or share on their social
networks adding the hashtag
#StyleTurf. While the winning
couple could feature on MTV,
Philips created a strong visibility
across multiple social networks.
Read more on the campaign here.

28. 27. Star Movies Action
‘#UltimateIronManFan’
For the TV premiere of Iron Man 3
on Star Movies Action, the
channel had launched the
‘#UltimateIronManFan’ contest. A
microsite was created for the
#UltimateIronManFan challenge.
While there were daily prizes of
movie merchandise, the
‘#UltimateIronManFan’ to answer
the question flashed during the
premiere won the grand prize of
an LCD television. Read more on
the campaign here.

29. 28. Zee Studio ‘TweetUrFlick’
As a mark of social democracy, Zee
Studio had launched
#TweetUrFlick, an initiative which
allows the viewer to pick the
movie they want to watch from
the choices given to them via
Twitter. The announcement was
made through an interesting
teaser activity led by the hashtag
#TwitterElectionsComingSoon,
where with the help of visuals, the
channel asked questions related
to Hollywood movie stars. Read
more on the campaign here.

30. 29. Garnier Pure Active ‘Lights Camera
Action’
Skin care brand, Garnier Pure
Active had created a series of
animated videos of the iconic
scenes from yesteryear Bollywood
films. Scenes were taken from
classics like Sholay, DDLJ and
Ghulam in which the characters
are seen suffering from pimples
and are finally rescued by brand
ambassador, Alia Bhatt who
recommends the new pimple
fighting product. Coupled with a
blog, the story visuals and
contests, the campaign managed
to reach out to its TG. Read more
on the campaign here.

31. 30. Bharti AXA The Working Patient
Bharti AXA General Insurance
company launched the ‘Working
Patient’ campaign with a series of
interesting videos for the
promotions of its new plan – the
Critical Illness insurance policy.
Storytelling through funny videos
of a critically ill chemist, a
professor, an air-hostess among
others was shared along with the
#WorkingPatient contest that
encouraged the community to
share their personal stories of
having worked despite being
critically ill. Read more on the
campaign here.

32. 31. MTS Internet Baby ‘Born for the
Internet’
For the promotions of the MTS
3GPlus network, the telco had
launched the MTS Internet baby
who is born for the internet. The
baby is shown cutting the
umbilical cord at birth, taking a
selfie and posting it on Instagram,
creating a video on YouTube
among other digitally savvy
behaviours. The film was first
premiered as a leaked bit torrent
before being shared on social
networks or television. Read more
on the campaign here.

33. lighthouseinsights.in
@lhinsights