Successful Social Media Campaigns In India

Kotak Jifi: Building the World’s First Social Media Bank

Kotak Mahindra Bank recently launched the first ever integrated social banking account called ‘Jifi’. Jifi is designed for the tech-savvy socially connected generation of today. Jifi integrates social media platforms such as Twitter and Facebook with mainstream banking for secure and seamless on-the-go information. It allows creation of account by signing up via Facebook or email to get an invite. Account updates can be received on Twitter as Direct Messages. The account does not have minimum balance requirements. The banks twitter handle @kotaksync sends out the messages on account updates, thereby eliminating human intervention and maintaining confidentiality.

Jifi was launched in a blogger meet in Mumbai, Bangalore and Delhi where the audience Tweeted using the hashtag #jifiIsHere. The campaign was launched with drumrolls, starbursts and Champaign showers.

Kotak offers social loyalty points for inviting friends, liking and commenting on Facebook, one year free subscription to Kotak MoneyWatch to keep a check on investments and on-the-go information via mobile apps.

The campaign received a Gold award for ‘Use of social media in a campaign’ at the 2014 Campaign India Digital Crest Awards.

Philips Lighting Mumbai in a new Light

Philips Lighting teamed up with Maharashtra Tourism Development Corporation (MTDC) to illuminate the Gateway of India on completion of 100 years of its foundation. The Gateway is a symbol of resilience of Mumbai and Mumbaikars and thus to celebrate the event Philips decided to reach out to Mumbaikars, to share their love for the city. The visual makeover began on January 24, 2014 as a part of a joint effort of Philips and MTDC to illuminate the monument and to promote tourism, with Philips advanced LED lighting system consisting of a 16 million colour palette.

Philips with the help and design of Avian Media created a microsite ‘Mumbai In a New Light’ powered with social sharing features. The event was streamed live on the microsite and also people were encouraged to share ideas to light up the Gateway of India. These ideas could be shared on Twitter and Facebook using the hashtag #MumbaiInANewLight. Selected ideas were read out during the event at the Gateway. Philips also used its Facebook page to gather ideas. After the Gateway ceremony a Facebook app was created for fans for experience the lighting themselves. People could share their ideas on Twitter using the hashtag #MumbaiInANewLight and win goodies.

By participating in this project, Philips has branded itself in the most ingenious way.

Titan’s Emotionally Charged Campaign: Joy of Gifting

Titan, in an extension of its brand proposition – ‘Joy of Gifting’, sought to return to the signature tune of Titan Watches around a simple theme – a farewell gift.

The ad film features a classroom packed with students and an aged professor writing on the blackboard. He is then presented with the book labelled “Farewell Prof’ with a message from students. When the professor open the book he finds a Titan watch inside.

The ad film was initially put on YouTube and received more than 160,000 views within a short period of one month. The ad film was also launched on social media websites. Titan launched interesting activities on social media to engage people with its signature tune.

A link on the YouTube page would take viewers to a contest where they could hum a tune or play a tune on a piano and share it on sites powered by Facebook and Twitter. On Twitter, Titan launched a contest to share gifting ideas through #TitanJoyOfGifting. The most moving ideas would win Titan watches themselves.

Well timed around holiday and wedding season in December, the campaign managed to create a place in the heart of Titan fans. The use of social media further strengthened the participation of people and the brand perception.

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