A list of 21 interesting Indian social media campaigns from Q2 2015. Find more details here - http://lighthouseinsights.in/21-best-digital-marketing-campaigns-q2-2015.html/

1. Best Indian Social
Media Campaigns
Quarter 1 - 2015
Social Media
Campaigns
Q2 - 2015
21 Best
Reviewed at

2. #1 Lenovo Mission A7000
When Lenovo launched its A7000 smartphone, it built a story of a geek
who was locked in Istanbul after his lady love ditches him for a bag full of
cash. The lead character Louis Santiago was played by Hollywood star
Johnny Deep in a film named Mission A7000. A news satire website started
a story on how the censor board recommended a ban on mobile phones
after watching Mission A7000, because they felt the lead character was
misusing technology. Later it was revealed to be the handiwork of Lenovo
to introduce A7000. Read more on the Lenovo Mission A7000 digital
launch campaign.

3. #2 Mahindra Gusto #GoGustoRides
For the Gusto, Mahindra Two Wheelers’ first automatic scooter developed
entirely in-house, the brand launched an innovative campaign involving
food lovers in a city. It arranged a food ride #GoGustoRides led by
influential food bloggers that saw a group of food enthusiasts explore their
city’s most famous food joints riding their Gusto. While the first edition
was in Mumbai, the second one was held in Bengaluru making the Gusto a
scooter for fulfilling your ‘gusto’ in life. Read more on the Mahindra Gusto
#GoGustoRides campaign.

4. #3 Pepsi #CrashThePepsiIPL
This IPL8, Pepsi had launched a rather disruptive crowdsourcing campaign
on social media titled ‘Crash the Pepsi IPL’. The contest invited fans to make
a 30-second commercial showing their love for Pepsi, with the promise
that the best ads would be aired during the IPL matches. The brand tapped
into communities of content creators on the internet like bloggers and
Youtubers to help spread the word. Apart from the 30 seconds of fame, the
winners also received a cash prize of Rs.1 lakh. Read more on Pepsi Crash
the Pepsi IPL campaign.

5. #4 Tata Sky Daily Dillagi
For the promotions of Daily Recharge, a sachet size recharge voucher by
Tata Sky where one could avail DTH services for a day, the DTH provider
launched ‘Daily Dillagi’. Instead of a single TVC, the brand launched a series
of episodes where a love story would keep developing in each one, thereby
promoting the voucher’s daily usage. On social media, the brand built
engagement by asking fans questions around the forthcoming episodes.
Read more on Tata Sky Daily Dillagi campaign.

6. #5 Bajaj Allianz Life
Insurance Tax Monster
This tax season, Bajaj Allianz Life Insurance created the Tax Monster, a
character that personified the much-hated taxes to build awareness for its
Fortune Gain and Future Gain schemes. During a three-month campaign,
the insurance brand sought to debunk common tax issues and talk about
how insurance is great to save tax. The brand chose a content-driven
strategy where fans were fed with information in a fun, interactive manner,
using which they had to defeat the tax monster. Read more on Bajaj Allianz
Defeat the tax monster.

7. #6 Britannia #5050Feeling
Britannia 50:50 is a sweet and salted biscuit in equal proportions and the
biscuit brand sought to work around its 50:50 balance this IPL8 with its
digital campaign #5050Feeling. As sponsors of the RCB franchise, Britannia
roped in the RCB players to share their #5050Feeling through short videos.
It asked fans to share their 50:50 feeling with the brand and the best
entries got a chance to party with the RCB players in Bangalore.
Conversations were boosted by roping in social media influencers too while
a microsite served as the hub. Read more on Britannia #5050Feeling digital
campaign.

8. #7 TaxiForSure #MadnessForCricket
Leveraging cricket season this IPL8, taxi service provider, TaxiForSure had
launched its Twitter videos-driven digital campaign #MadnessForCricket,
an extension of its #MadnessForSure campaign. Fans were invited to share
their #MadnessForCricket on their Facebook or Twitter timelines, and two
were chosen to challenge cricket junkie, quiz freak and presenter, Gautam
Bhimani on a one-on-one quiz. The challenges were captured through
Twitter videos and led to real time engagement for the brand. Read more
on TaxiForSure #MadnessForCricket campaign.

9. #8 Mountain Dew
#NaamBanteHainRiskSe
Mountain Dew, PepsiCo’s citrus flavoured carbonated drink recently
extended its brand ideology to making a name by taking a risk (Naam
bante hain risk se). The brand brought on board real achievers who have
risked their lives to make a name in history. Padmashri Arunima Sinha, the
first woman amputee to climb Mount Everest, all with the help of a
prosthetic limb and a rod in the other leg; Padmashri Shital Mahajan, the
skydiver with over eight world records, and many others comprise the
video driven campaign. Read more on Mountain Dew
#NaamBanteHainRiskSe digital campaign.

10. #9 Frooti #TheFrootiLife
After three decades, Frooti, the flagship mango drink brand from Parle
Agro chose to rebrand with a new logo and visual language. The story of a
mango getting inside a giant Frooti bottle through a 50-second stop motion
animation featuring miniature characters. A microsite called ‘The Frooti
Life‘ provided a taste of the new Frooti Life by featuring the TVC, the Frooti
story, summer recipes using Frooti, games, and more. On social media, the
brand created customised gifs to cheer up folks having a bad time. Read
more on the Frooti rebranding digital campaign.

11. #10 Amazon India #AurDikhao
Based on the insight that the Indian consumer loves to be spoilt for choice
and prefers to check out more options before finally making a purchase
decision, Amazon India had rolled out #AurDikhao, a digital campaign
powered by a two-minute film and loads of social media conversations
asking popular folks to show more from what they’d already had.
Leveraging IPL8, the ecommerce brand also launched the #aurdikhao
contest asking users to tweet what they would like to see more of in this
IPL. Read more on Amazon India #AurDikhao digital campaign.

12. #11 Ford Figo Aspire #WhatDrivesYou
For the launch of its compact sedan Figo Aspire, Ford had kickstarted
“What Drives You?” The objective was to discover the aspirations driving
modern India, much like the new sedan that reflects the needs of the
young consumer. And to discover what young India aspires for, Ford roped
in Farhan Akhtar as an anchor to bring forth passionate stories of real life
achievers that included founder of RedBus.in, co-founders of
Happilyunmarried.com, among others. Each of them shared their story in a
drive-by interview with Farhan while he drove a Figo Aspire. Read more on
Ford Figo Aspire #WhatDrivesYou digital campaign.

13. #12 MRF Tyres #MRFRainDay
After three decades of predicting the rains in Mumbai, MRF Tyres chose to
stay away this monsoon and instead built promotions for its monsoon
friendly tyres. It launched a self-tweeting smart cloud with #MRFRainDay
where a smart cloud answered all doubts about the rain, while the wittiest
questions won gift vouchers. Fans could also send in Dubsmash videos on
the theme song, a chance to win an MRF bat autographed by brand
ambassador Sachin Tendulkar. Read more on MRF Tyres #MRFRainDay
digital campaign.

14. #13 Oreo India #PlayWithOreo
The world’s favourite cookie brand is on a global mission to inspire
imagination and play in consumers’ everyday lives with its #PlayWithOreo
campaign this year. Oreo India embarked on a fun social media campaign
inspiring imagination with the cookie, with a variety of engaging contests:
#DoodleIt – fans were invited to create doodles using the cookie, #PopIt –
fans needed to find innovative ways to pop an Oreo, #PlayIt – fans had to
find new games to play with their Oreo, and others like #DipIt and more.
Read more on Oreo #PlayWithOreo digital campaign.

15. #14 India’s Got Talent
#ChallengePappu
When India’s Got Talent was set to launch on Colors TV, the reality show
sought to create a one-of-a-kind digital engagement strategy through a
character named ‘Pappu’. Pappu was designed as the smartass who thinks
he can do everything and claims to be the best. He made claims to win the
IGT this year, and challenged folks on social media to prove him wrong.
Executed in three phases: Pappu’s introduction, fans challenging Pappu,
and Pappu dropping out of IGT, the campaign ensured engagement with
videos and visuals on Pappu. Read more on India’s Got Talent
#ChallengePappu digital campaign.

16. #15 Grant’s India #TheAwesomeJob
Premium whisky maker, William Grant & Sons has set its eyes on India as a
lucrative market and was looking to introduce more brands in the country.
Instead of hunting for a celebrity to endorse the brand, Grant’s launched a
people-powered digital campaign to find the ‘Grant’s India Brand
Ambassador’. The campaign was titled ‘The Awesome Job’ and it was
awesome because one could not apply for it, only friends could nominate
and help one to move ahead, reflecting the brand’s ideology of ‘Stand
together’. A microsite served to contain the progress and updates on the
contest. Read more on Grant’s India The Awesome Job digital campaign.

17. #16 Nivea Men #BanBodyOdour
For the launch of its New Body Deodoriser that claimed to control the
formation of body odour, Nivea Men set about on a humorous route on
digital media. Prior to the launch, it released a hilarious appeal video to
‘Ban Body Odour’ featuring the likes of comedians Suresh Menon, Jose
Covaco and others. While the funny video created pre-buzz on social
networks, the new product was launched amidst bloggers who further
amplified the campaign, and helped spread product awareness. Read more
on Nivea Men #BanBodyOdour digital campaign.

18. #17 Caprese #CapreseStylist
For the launch of its 2015 Spring Summer Collection, Caprese, the ladies
handbag brand from VIP called all women on social media to play stylist for
the Caprese Girl. The brand posted images of an outfit along with shoes,
accessories, etc. and then asked fans which bag from the new collection
would go with it; participants needed to check out the new range on the
website. Caprese also roped in fashion bloggers to blog about their
favourite bags from the new range. Read the Caprese SS’15 launch
campaign.

19. #18 Johnson Tiles Red Ramp Project
Bath tile maker, Johnson Tiles wanted to sensitize the Indian society
towards making public places disable-friendly. The brand launched the
‘Red Ramp Project’ wherein a ramp was built on Kiri beach in Goa.
Disabled people could visit the beach via the tiled ramp and feel the waters
lapping at their feet. A campaign video was created with three protagonists
who had varying physical challenges. The film showed how this ramp
helped them fulfil a long awaited dream – to visit the beach. Red more on
the Johnson Tiles Red Ramp Project campaign.

20. #19 Reliance General Insurance
#DarkTravelTale
Reliance General Insurance wanted to generate interest in its travel
insurance plans among young India, but do it in a way that is memorable,
and not preachy or intrusive, and creates the need for travel insurance. The
brand chose to co-create a graphic novel along with its community called
‘Dark Travel Tale’, which also became the world’s first Twitter-curated
graphic novel. Fans were given a starting point of a story and needed to
imagine the worst that could happen while travelling abroad, to take the
story forward. Read more on Reliance General Insurance #DarkTravelTale
digital campaign.

21. #20 Baggit #PlayTheLifeGame
Bag maker, Baggit decided to rebrand after three decades in business and
launched its Spring/Summer collection reflecting the new brand voice. A
website was created to display the new collection along with buy buttons,
and a host of interactive videos showcased each of the bags in the new
collection and what mood they would go with. Women were invited to
watch the video and nominate their friends on social media who were in
any of the said moods, using #PlayTheLifeGame. Read more on Baggit
#PlayTheLifeGame digital campaign.

22. #21 Fair & Lovely “Confidence”
Fair & Lovely, the fairness cream brand that most social media comedians
love to hate for its regressive advertising focused solely towards
associating ‘fairness’ with ‘success’, took a complete U-turn in its latest
campaign. The TVC did not focus on fairness as a parameter of success as
well as the beauty bloggers who were roped in for the digital initiative, did
not promote its skin benefits. Instead, beauty and fashion vloggers created
videos sharing tips on communication, hair, dressing and also talked about
the role of confidence at work. Read more on Fair & Lovely women
empowering campaign.

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