1. Ask Me Anything – #AskMeGetit

Problem Statement
Introduced in June 2011, AskMe is accessible 24X7 for consumers over every all major cities in India.
Repositioning ASKME as another age shopper brand with its “One Stop Destination” suggestion.

Identified Objectives

  • Drive awareness
  • Build brand remarkable quality with vital & creative arrangements
  • To accelerate campaign reach and generate maximum number of views for campaign TVCs.

A teaser campaign, for ASKME Ranbir campaign only propelled through digital.
A four webisode series was conceptualized and launched on YouTube to announce the launch of new branding campaign featuring RanbirKapoor.

An ad campaign for ASKME for TV as well as digital.
Social Media Activity:
Suggestion to take action post viewing the feature via WhatsApp. Clients were asked to SMS a code to get video straightforwardly on WhatsApp.

Videos run:
More than 10,000 likes on posts and about 200K views on ‘kitne apps the’ which targeted females and ‘tareekpetareek’ for male audience.

Twitter Activity:
AlokNath joined Twitter (@AlokNath) for the campaign and reached around 10K followers in 2 Days.
More than 525 tweets from influencers and 650 retweet on influencer handles.

Youtube Activity:

  • Crossed 500K+ views in one day.
  • Over 2082 subscribers added to YouTube during the activity
  • 1.7 million views on all films
  • Ranked number 2 as most popular video viewed in India


2. Westside Stores – Clubwest Loyalty Program

Problem Statement
With an extensive segment of the Clubwest base slipping by out of the system we were tasked to find approaches to draw in with members who had recently passed out or were nearly passing.
Our insights into passed, or close slip by Clubwest members let us know that a vast majority of these members could be passing because of Westside being not able to adequately convey to members and connect with them.

Identified Objectives
The goal was to engage with members who had quit Westside’s loyalty program-Clubwest and with those members who were going to opt out of the system.

Search for new engagement channels to reach out recent lapsers and the ones about to lapse. The main idea is basically to reach out Clubwest members on Facebook using social CRM and invite them to the stores.

Amid the 1stmonth of campaign we came to 1, 10,431 by means of social reach and 2,70,293 through organic reach; hence coming to an aggregate of 81.4% of the total targetable base.
To state the achievement of the campaign, we coordinated the information of the people to whom the promotions were subjected with those who shopped at the store amid the sale span, from the date the Facebook campaign went live.

  • A total of 7,849 lapsed Clubwest members engaged with the ads
  • Nearly, 737 members were tracked back in stores using POS data. They had raised 1159 invoices.
  • For every Rupee we spent on Facebook, we were able to get a return of Rs 45


3. Cadbury Celebrations – #MeethiMemories

Problem Statement
The brand goal was to make Cadbury Celebrations a significant and preferred gifting decision during RakshaBandhan and replace negligent money gifting option, by establishing not just a box of chocolate – but an expression of emotion.

Identified Objectives
Build Rakhi notability through shopper engagement on Digital, while the product-driven TVC highlights Product Specialness.

The strategy was to influence upon the personalization choices accessible on social media and get an enthusiastic connect while communicating with our young target audience.
Most sisters whine about the gifts from their siblings. This Rakhi, we needed to urge the brothers to give insightful blessings. Any gift around memories is viewed as thoughtful and extraordinary.


  • 37 Mn+ Impressions delivered
  • Campaign Reach – 16 Mn+
  • 400+ personalized illustrations from 20k + entries over 10 days
  • All-day Nationwide Trend on Day 1


4. Dell India – #ConnectedDellSe

Problem Statement
Amid festive seasons, there is a business mess, where every brand tries to command all social and digital platforms. The test was for Dell to emerge and have a distinct, yet capable communication during the festive season, giving an unique involvement at the same time.
Another challenge was making important discussions and increasing the value of every client, without pushing any product specifically.

Identified Objectives
To advance Dell as an entity which gives Easy & Connected arrangements which helps you to stay connected with your friends and family and also using the festive context to strengthen emotional connect.

The whole campaign spread over a period of more than three months across various online properties of Dell India.
Specific campaigns were designed for Durga Puja as well as for Onam to connect with all parts of the country for relevant messaging on local festivals.

Facebook – My Dell Rewards Application
With the thought of associating people with their friends and family regardless of where they are, we made a Facebook APP- Connected Dell Se for users to send customized greetings to their loved ones.

Video Promotion
The #ConnectedDellSe TVC was launched in August offline as wellas on YouTube & Facebook.

Twitter – Listen & Respond
Listen and Respond helped Dell interface one on one with the clients and showcase/prescribe Dell products.It also helped us create mindshare and positive conversations during the festive period.

Online Campaign Results

  • site visits increased by 11%
  • Direct + Organic visits increased by almost 10%Twitter
  • The activity came to 2.9 million clients and earned 96% positive conclusion
  • Total Conversations sparked– 1616
  • Total Impressions: – 2.3 million.

Facebook- My Dell Rewards | Connected Dell Se Application

  • Total greetings sent via app: 5783
  • Unique Users on the app: 632
  • Dell India Facebook users improved by 8% with increase in people talking about by 29%TVC
  • Reach: 8.2 million users
  • Total Views of videos: 3,10,788


5. MTS India – MTS Drone

Problem Statement
The NH7 Weekender, broadly known as the ‘happiest music celebration’ of India is thronged by a large number of people consistently.
Much looked for after by musical artists and music lovers alike; the thought was to add more excitement in the celebration this year.

Identified Objectives
MTS India, the telco that has dependably been an empowering agent of the NH7 Weekender, chose to expand the happiness quotient this year for every single celebration goer.

At the 2014, NH7 Weekender MTS presented the MTS Drone with Thinkscream as its innovation partner. The MTS Drone, the first of its kind at the festival, which, similar to an eye in the sky, went around recognizing the best of the crowd and driving them to their very own minutes of distinction.
Artists also registered themselves for the activity and all the pictures and videos were uploaded on the different social media platforms of the brand.

The drone initiation was a hit with the crowd. More than 10,000 people connected with the drone more than three cities; it checked in 1000+ photos, 300+ features alongside 15 million people came on social.

MTS scored, yet again, in connecting with the right audience – the young, social savvy group who’re always connected to the internet.
10 Social Media Campaigns that Went Viral in 2015 (Part 1)