How we launched CholbeNa website and facebook page to engage users.

1. CholbeNa: Case Study
How we launched CholbeNa Website and Facebook
page and engaged with the audience

2. Background
Background
•ABP Ananda (formerly STAR Ananda) is raising a clarion call to
Kolkatans who wish to make a difference. Through the launch of the
Cholbe Na initiative, Bengal's No 1 news channel aims to promote
civic awakening in the city thereby converting the 'no's to 'yes'-es, the
Cholbe Nas to Cholbe-s”.
•Cholbena.in website is the platform to discuss how only we can be
the change we seek; thereby cleansing what ails the city.
•The site is linked to other social networking media - Facebook,
Twitter and Youtube leading to the spark of an online movement. One
that would find ways to knock off can't do/ wont do attitudes and give
the lamentable work culture and ethos of negativity in Kolkata a
thorough shake-up.

3. Objective
Objectives
Increase the awareness of the cause among the youth and connect
with the target audience.
To build up a community where followers share their experience about
the “Na” attitude in the city.
Brand CholbeNa as a platform for posting and sharing all city related
issues.
Engage fans on a daily basis on the page, with regular updates,
engagement modules etc.

4. Activities Done
Bi language Website
Website in Bengali and English with Language Select option.
Regular status updates and content
We made regular Updates on the page, driving engagement on the Page and to share
information about our activities for the cause
PicBadge App for CholbeNa
We developed a picbadge for CholbeNa, which anyone following the movement would wear
on their profile Pictures
Game app for website and facebook Page
We developed 2 games for the promotion of the cause. Details of the games would follow in.
slide 6.
Downloads and Audio
Various audios and video files are available to download also you can download some
wallpaper related to this movement.

5. Activities (Cont.)
Targeted Advertising on Facebook
We executed targeted Facebook ads for CholbeNa. The Ad campaign were targeted to
registered Facebook users in West Bengal between the age of 17 and 55, hence reaching
the right audience.
The ad campaign was hugely successful as we over shot our targets and added over 57,000
likes in about 2 months.
Online Forum
We created an online Forum (Blog) where registered users could share their views on how
we should take the cause ahead and share ideas on how to change the “NA” attitude in the
city.

6. Game App
We had created 2 game Application for
Cholbe Na:
Have fun while you remove 'Na' from your
life through this addictive game
This is similar to traditional brick breaking
game. The brick wall is named "Na" and the
idea is to destroy the negative attitude by
breaking the "Na" wall.
Have fun destroying Na using different
weapons
Idea of this game is based on the same
motive as above. Here we have 10-12
different weapons to be used to destroy "Na".
Additionally, the final image of the destroyed
"Na" shows up as a image for respective
used weapon and the same can be used as
Wallpaper or print on tees.

7. PicBadgeApplication
• PicBadge is a meteoric social
platform, allowing people and
businesses to create and share
ideas, activities, events, and
interests on top of profile pictures.
• We created a badge for CholbeNa
which the followers could wear on
their profile pictures showing that
they are following the movement.
• More than 200 followers on the
page wore this badge on their
profile pictures.

8. Take a pledgecampaign
• By submitting mobile number
and names followers could
become members at the
website. We had also
developed an App for
membership directly through
Facebook Connect button
• All registered members would
take the pledge to boycott the
“NA” attitude in Kolkata
• More than 34,000 people took
the pledge on the website.

10. Total Likes on CholbeNa Facebook Page
New Likes on Fa c eb ook Pa g e ( a p p r o x)
2
45000
40000
35000
30000 27,000
25000 21,000
20000
15000 15,000
10000
5000
April May June
*All d a ta a re fro m 1st April, 2012 to 30th June, 2012

11. People Talking about CholbeNa’s Facebook Page
People talking about it (PTAI)
Avg. per week
40,000
35,179
35,000
30,000 28,558
24,137
25,000
0
April May June
*All d a ta a re fro m 1st April, 2012 to 30th June , 2012.

12. Reach of CholbeNa Facebook Page
Rea c h
5000000
4000000
3000000
2000000 16,66,665
10,01,894 54,17,220
1000000 8,78,939
500000
0
April May June
*All d a ta a re fro m 1st April, 2012 to 30th June , 2012.

13. Prepared by
Manuraj Agarwal +91 9748026611
Shikha Bharadwaj +91 9903008687
contact@xgenmedia.com
wlog.thefourdy.com
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www.facebook.com/thefourdy
http://www.linkedin.com/company/232301
http://www.slideshare.net/thefourdy 13