Contests2Win Digital has powered a Facebook application for AkzoNobel India to promote their paint brand Dulux, where users who run the app can play Holi with friends and family directly from Facebook. The app comes with a number of options – you could plant a ‘tika’ on someone, or leave their profile completely drenched in colour, and while you can’t change someone else’s profile picture, the application runs it through some basic image manipulation and presents a coloured up version, which can be shared on your friend’s wall.
The application was created for Dulux by Contests2Win Digital, and features prominent branding by the paint company, without dominating the message, and by offering a fun engagement service, the goal is to spread using the viral effect on Facebook.
Rajgopal Menon, COO, Contests2Win, said, “In India, festivals are social occasions where friends and family get together. The app takes Holi to the digital realm and lets users connect with their loved ones during Holi, regardless of geographical boundaries. It communicates the association of colors and emotions with the festival. Dulux is all about colours and this made the extension to Facebook with our concept almost like a marriage made in heaven.”
Karanpreet Bindra, Brand Manager Dulux, said, “Dulux is the leading paint brand in the world and we were looking at leveraging social media to create strong association of colors with our brand and helping our target audience connect with their loved one’s across the world on this colorful festival through this application. With nearly 21 million people on Facebook in India, every brand owner looks for that perfect idea on Facebook. We thought that the idea C2W Digital came up with is indeed very interesting and saw a lot of potential in this medium. We call this Holi 2.0.”
Today, being digital is not an option but a necessity for brands, and as more of them immerse themselves on social networks, innovations like this one, and creativity which ties in with a brand identity are going to be critical in ads like this being memorable, and it in the future it is going to be a must to think of new ways to use a medium which is starting to mature and stabilise.
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He joined the company in 2016 as Head of India and South Asia at Discovery Network