Dera Sacha Sauda's Ho Prithvi Saaf Campaign Report
Dera Sacha Sauda’s #SwachhMumbai Drive
• Objective: Create Awareness and drive a Change in the Society.
• Positioning: Dera Sacha Sauda has been a forerunner in the mission
#MyCleanIndia. Guruji along with his volunteers have already cleaned
27 major cities of the country in just a few hours on the day of the
• Key Messages:
– Cleanse the planet Earth, to remove Diseases and Curse!
– Guruji along with his volunteers have already cleaned 27 major cities. On
Oct 28th it’s gonna be Mumbai – 28th City!
– Mumbaikars, get ready for a Clean Mumbai.
– Clean Mumbai Drive under the leadership of Guruji and in the presence of
the Governor of Maharashtra, Celebrities, Business Tycoon and
Campaign BIG Idea
• Introduce Dera Sacha Sauda’s….
– Three Change Agents – Arise, Go-Forth and Conquer.
– Arise: He’s the one who has been Sensitized. He isn’t ignorant
anymore. He uses Social Platforms to spread awareness.
– Go-Forth: He’s the one who’s involved. He has a broom in his hand
& he’s passionate about a Clean India & a Diseases-free India.
– Conquer: He goes an extra mile. He spreads the message amongst
peers, lobbies with local change agents & works with Government
bodies at the National level.
– It’s YOU – You have to ARISE… passionately GO-FORTH and
Engagement on Facebook
Introduce… Reinforce… Encourage
• From Oct 24 to Oct 28
– 57 posts (status update + picture posts + links + cover photo
update + event creation)
– 914,519 impressions recorded over 5 days (lifetime recorded
impressions are higher)
– 404,891 unique people saw one or more post over 5 days
(lifetime reach is higher)
– 64,375 active engagements recorded over 5 days (lifetime
engagements are higher)
• Ad Campaign (Ran from DSS existing FB Ad account)
– Page LIKE campaign was created and promoted to people
residing in India. 3555 new page likes were recorded.
Engagement on Twitter
Seeding… Discussion… Encouragement
Twitter Engagement Plan
• From Oct 24 to Oct 28
– Over 50 unique tweets were created (event promotion + live
discussion + live updates)
– Two hashtags: #HoPrithviSaaf & #AriseGoForthConquer were
used & both trended; over 300 new followers recorded on Oct
• Live Discussion & Trend Creation
– 18 tweets with 10 questions were planned beforehand to engage
– As per Trendsinalia India - 3,377 users and 3,971 tweets (3710
RTs) in 2 days made #HoPrithviSaaf a Trending Topic in India.
– As per Trendsinalia India - 43,002 people could have seen
#HoPrithviSaaf since its 1st mention until it became a Trending
Topic. Many more would have seen it after it became a Trending
Google Ad Campaign
Recorded 1971691 impressions & 2900 engagements