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Mannequin fever grabs international ad agencies; India still to latch on to the craze

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Mannequin fever grabs international ad agencies; India still to latch on to the craze

The latest internet sensation which is doing the rounds is the ‘Mannequin Challenge’, in which people in groups are freezing themselves for a minute or more, often in exquisite and elaborate poses. One person walks through the area, filming the whole scene and sometimes zooming in to close up shots of the ‘mannequins’. According to reports, it started when a group of students at Edward H. White High School in Jacksonville posed as mannequins on top of a table. Since, then it has become a rage and from celebrities to advertising agencies and corporate houses, everyone is eager to take part in the ‘Mannequin Challenge’.

However, the challenge is yet to pick up in India, with only the lifestyle and hospitality brands going for it till now. Brands like Pantaloons, Vogue, Red FM, Radio One, Yes Bank, JW Marriott Juhu and Sahar have picked up the challenge. Among the digital agencies that have done the challenge so far are Schbang, Team Pumpkin and Mindshift Interactive.

International celebrities, Hilary Clinton, Michelle Obama, Britney Spears, Kate Hudson, Paul McCartney and others have taken part in the challenge. In India, actress Sonakshi Sinha and John Abraham took the challenge to promote their latest movie Force 2.

According to data tracked by Mindshift Interactive, the hashtag #MannequinChallenge witnessed a sizeable reach of 3,591,247 and 55,890,507 impressions within three days of its launch on Twitter and Instagram. According to the agency, the trend is gradually picking up, we will get to see more brands and agencies taking up the fun challenge in the days to come.

Here are the videos of few Indian brands and digital agencies taking the challenge:



MindShift Interactive:

Team Pumpkin:


Indian advertising agencies still to pick up the trend

The advertising agencies in India however are lagging in comparison with their international offices, where they have been actively uploading the videos and accepting the challenge. From BBDO Atlanta, Sapient Nitro, London and Chicago offices, Tribal worldwide, Greenlight and others have gone ahead to take the challenge. Last time, when the Ice Bucket Challenge craze happened, the Indian advertising agencies were openly accepting it and challenging their friends in their industry as well. It will be interesting to see if the trend picks up among the Indian advertising agencies in the days to come.

Below are few international advertising agencies who have taken up the challenge:

Red Tettemer O’Connell+Partners:

The Philadelphia based agency posted their own 30-second version of the video on Facebook. The video starts in its elevator and then goes to show how their employees are stuck in a range of freezes.

Sapient Nitro:                          

Sapient Nitro employees across New York, London and Chicago offices have taken the ‘Mannequin Challenge’ and have posted it on their Instagram accounts.

BBDO Atlanta:

The agency launched their own video on Election Day, highlighting the tensions and anxiety of their own employees.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.