Digital-led campaigns that ticked in 2019
Industry experts pick out their favourite digital campaigns that stood out amongst the rest in the year gone by
It’s time to bid adieu to another year, we at e4m are taking this time to pause, reflect and congratulate the industry for making 2019 a year of creative excellence.
With digital edging into our lives, the mobile becoming the centre of attention and social media playing the role of an opinion maker, campaigns are increasingly being designed with a digital-first approach. Brands now engage with multiple platforms to send their message across. In fact, advertisers and brands are no longer keen on remaining passive bystanders, instead, they are looking at digital-led campaigns to create conversations around their work.
We reached out to digital and creative experts from the industry and asked them to shortlist and highlight digital-led campaigns that they felt shaped 2019. Some couldn’t name just one while others had a clear favourite.
Here is a look at their favourites:
Vishal Chinchankar, Chief Digital Officer, Madison World
Name: "Kuch Apna Sa" of Godrej Nest
“One of my favourite digital campaigns is "Kuch Apna Sa" of Godrej Nest as this campaign was a masterpiece, brilliantly designed using social sign-in to make the customer feel at home. The results were outstanding delivering unheard scale.
Name: "Code Name URI" “This is another brilliant campaign, it’s a classic example of how traditional ideas can be bought alive in the digital world.”
Shekhar Mhaskar, Chief Growth Officer Isobar India
Name: ‘KeralaIsOpen’ by Samsonite, ‘GoodNewsIsGenderfree’ by Prega News, ‘PowerlessQueen’ by the NGO Nanhi Kali, ‘Project Streedhan’ by FCB Ulka.
“There are several, largely because the campaigns didn’t come out of a cookie-cutter. Every brand/ agency has put its best foot forward to create impactful integrated campaigns by way of judicious use of films, social, creative, technology, etc. Topping it all was the apt use of Voice, Video, and Vernacular.”
Vishal Sagar, Creative Director, Dentsu Webchutney
Name: Propah Lady, Puma
From insightful work to innovations & technology, 2019 had it all. It is difficult to pick one campaign over the other, but since I have to, I will go with - Propah Lady by Puma. The campaign thought is not new. We have seen many renditions of the same thought in the past few years. However, the execution is commendable. It is the craft that makes the campaign stand out for me. The campaign articulation is young, fresh and unapologetic. Selection of celebrities is brave and the way they have been presented is quite refreshing.
Anusheela Saha, Group Creative Director, FCB Ulka
Name: Barbershop Girls “I am sure it wasn’t easy after creating an internet storm with the global MeToo inspired ad, for brand Gillette to be back with inspiring digital content. But the ‘Barbershop Girls’ managed to do that. A beautifully captured true story of two women who have debunked gender stereotypes and went on to run their father’s barbershop. It’s the tango between the brand and the story that makes the piece stand out amongst hundreds of pieces of content – on ‘inspiring true stories’.
Name: Project Streedhan
The second pick that is especially close to her heart is Project Streedhan. “How often have we seen Indian women being shown to enjoy a hearty meal. The last time I saw a piece as beautiful as this was when Rituparna Ghosh in Chokher Bali deftly captured Binodini’s joy at secretly eating forbidden-for-widows chocolate. Project Streedhan surfaced during Dhanteras and made a huge impact. An anaemia awareness campaign that wasn’t garbed like a CSR message and maybe that’s why it stood out. The placement – the timing - the message and the digital activation that followed, everything was well thought through.”
Harikrishnan Pillai, CEO and Co-founder, TheSmallBigIdea.
Wondering what this was? Not a typo for sure! It was our Voice of Hunger! Get ready for the #SwiggyVoiceOfHunger challenge. You just need to recreate food shapes through Instagram VOICE NOTES, to win a year worth of food vouchers! 1st challenge coming up tomorrow. Stay Tuned! pic.twitter.com/oZZILkgM0G— Swiggy (@swiggy_in) February 25, 2019
Name: Movie Bala campaign
“The year 2019 saw quite a number of good campaigns, however, my personal favourites are #SwiggyVoiceOfHunger by Swiggy for its uber quirky execution for something as simple as a platform feature and #ShareTheLoad by Ariel for its contextual communication. Another personal favourite is the 'Bala' movie campaign done by us for the spectrum of content created and its impact on the film's chatter”
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Itna pyaar toh Bala ke baalon ne bhi uss se nahi kiya, jitna aap kar rahe hain! ?? #Bala trailer, 10 Million views and Counting! . . . #DineshVijan @amarkaushik @ayushmannk @bhumipednekar @yamigautam #JaavedJaaferi @saurabhshuklafilms #SeemaPahwa @nowitsabhi @sachinjigar @pvijan @sonymusicindia @officialjiocinema @officialjiostudios
Akshay Popawala, Co-founder and Director of Digital Communication/Strategy, Togglehead
Name: #TasteOfMotherhood, Gits
“A special campaign we ran this year was #TasteOfMotherhood, for our FMCG brand Gits. The DVC, which formed a major part of our campaign was one of the first films conceptualized and produced by our production department, Togglehead Studios. The success of this endearing film was soon followed by another campaign film called #ThankYouBhaiya which encapsulated the essence of Raksha Bandhan & Independence Day.”
Name: Pepsi's 'Haar Ghoont Mein Swag'
The others that caught his eye this year were - Pepsi's 'Haar Ghoont Mein Swag' and 'Lay's Smile Deke Dekho,'
“Both these campaigns worked well for brands that function with fierce competition in saturated markets. The latter also sets a phenomenal example of Influencer marketing with smooth offline-online integration.”
Srikant Subramanian, GM Sales, Mirum India
Name: Marathon of Life 2 (MOL2)
“With the huge success of Marathon of Life 1 (MOL1), the brand recognized that there are a large portion of the audiences who relate with running marathons, and how the principles match with investment for the future as well, and in the second edition, the stories deep dive into complex ideas of Values of compounding, and others. With the films again leading from real-life stories, and brand integration both clear, but yet subtle, the messaging drove incredible engagement across digital channels.”
Name: Honest Offline Buying
“Really interesting campaign on getting Youtube influencers to speak to potential customers and educating them about buying the right mattress, and getting them comfortable with buying mattresses online from Wakefit. It also brings out humorously the ways in which offline salesmen often miss sell and don’t provide the right information when it comes to buying a mattress.”
David Appasamy, Head - Brand and Strategy, Social Beat
“Our pick would be Swiggy for leverage digital in launching and amplifying #SwiggyTalentHunt. The event aimed at creating a platform for delivery partners to showcase their talent by uploading videos on popular video-sharing app TikTok. It was a robust social media strategy in 11 languages to reach a pan-Indian audience, which resulted in 44+ million views organically. It was also a unique campaign as it targetting delivery partners and found a unique way of engaging with them”
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