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Pratham Books and Hindustan Motors win IndiaSocial Case Challenge

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Pratham Books and Hindustan Motors win IndiaSocial Case Challenge

Pratham Books’ ‘Social publishing strategy’ and Hindustan Motors’ ‘The great driving challenge’ were adjudged the best social media case studies at the IndiaSocial Case Challenge for the long term and short term categories, respectively. The first edition of IndiaSocial Case Challenge, which concluded last week, brought forward some excellent work done by organisations in the social media domain. The case challenge, an initiative of IndiaSocial, was undertaken in association with impact and Blogworks.

Fastrack’s Fastrack fans and Cleartrip’s brand travel through social media were awarded the second and third winning case studies, respectively, in the long term category, while Dr Mani Children Heart Foundation’s Tweetathon and WWF India’s Earth Hour won the second and third awards, respectively, in the short term category. “IndiaSocial Case Challenge is a first step towards building a strong, knowledge-focused social media community in India. The response to the activity, the rigour has been fantastic,” said Rajesh Lalwani, Principal Coordinator, IndiaSocial and Founder, Blogworks.

The IndiaSocial Case Challenge had invited submissions of social media work in India from brands, private and government organisations, not-for-profits, media bodies, celebrity brands from February 3, 2010 through March 2, 2010. In all, 37 entries were received for this challenge, out of which 27 were in the long term category, while 10 were in the short term category. These entries were then evaluated by an esteemed panel of judges that included Dina Mehta, Co-Founder & Head of Research, Mosoci; George Skaria, Founder, ThoughtSpring and Former Editor, Indian Management; Kiruba Shankar, CEO, Business Blogging; Peter Griffin, Editor, Caferati, Co-founder SEA-EAT and the World Wide Help Group; Pradyuman Maheshwari, Group Editor, exchange4media Group; and Rajesh Lalwani, Founder, Blogworks and Principal Coordinator, IndiaSocial.

‘Social publishing strategy’ case study of Pratham Books made the best use of social media in locating, distributing and co-creating content. By being resourceful and adaptive on social media, the publishing house managed to undertake initiatives like Skype reading sessions, audio books for National Association of Blind, along with facilitating and improving accessibility of their books to audiences. The second winning case study in the long term category - Fastrack fans - went on to show the strength of the medium in driving better and more personalised connection of the brand with the target audience. It used social media to communicate the essence of the brand in real-time and in the manner that is acceptable and easily understood by its customers. The third winning case study by Cleartrip Travel Services Pvt Ltd emphasised on their utilisation of social media in an open manner for strengthening their brand.

In the short term category, too, the winning case studies showed how the medium can convert a small idea into a transforming drive. Winner in this category, Hindustan Motors’ ‘The great driving challenge’ brought together travel aficionados for their launch of new Mitsubishi Cedia sports, while placed second was Dr Mani Children Heart Foundation, which showed how innovative use of social networking site could be used to raise awareness and funds for children born with congenital heart defects. Placed third was WWF India, which showed how one could get the entire country to shut off their lights for an hour through the power of social media.


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