Star Sports' 'Mauka' rides high on Twitter Brand index

MUMBAI: Team India is on a demolition mode eliminating every rival that has stood against the ‘Men in Blue.’ This excitement around the matches has also translated on social media platforms, where fans have displayed their excitement.

Sensing an opportunity here, various brands have been launching innovative campaigns. In week four now, micro blogging site Twitter has released its brand index. This week saw one new debutant with contests by some of the big movers. Meanwhile Star Sports India continues to ride high on the ‘Mauka Mauka’ campaign. Interestingly, this week saw as much conversation during non-India match days as during India game days, which meant there was almost constant conversation on the platform.

Below are the top five tweets and the brand journey on Twitter during the week as well as the actual index.

1) Star Sports India's #MaukaMauka campaign entered its fourth week. Like previous weeks, there was the lead up video for the upcoming game as well as a follow up revealed at the end of the game. This time around Star Sports asked users to Tweet to them with the hash tag #MaukaMauka to reveal the ad on Twitter before it got revealed on TV. The ad itself was on how an Indian win could help Pakistan progress to the last eight. They also continued to provide commentary on the games itself, which ensured that people kept engaging with them through the week too. @StarSportsIndia

2) Alto 800 went down the contest route and managed to debut at number two. Trying to build equity as a potential first car for its target audience they ran smart contests around hash tags like #DebutTips and #AltoFirstTimer. Both were aimed at getting people to engage with them to get tips for first time buyers as well as connect with potential clients. There were prizes up for grabs and that continued to create impact among users. @Alto_800: 

3) HDFC Life continued to engage users around its hash tag #MyTeamMyPride. This week they asked people to predict outcomes, scores and other details of the game to win prizes up for grabs. The hash tag has found a way of rallying fans as well as giving a boost to their campaign. @HDFCLIFE

4) Dairy Milk India was also able to find a great balance between running a contest and exciting cricket fans around their #FansofJoy hash tag as well. For the contest, they asked people questions about the game to test cricket knowledge of their followers. Apart from this #FansOfJoy moments were also prominently shared across national dailies. @DairyMilkIn


5) Castrol Cricket followed what now seems like a winning mode - a meaningful hash tag, a contest and good content – to make Castrol the latest addition to the Twitter Brand Index. They entered with the hash tag - #ClingOnToTheCup. The big idea this week was that they asked people to Tweet to them with their pictures and they would put those pictures up on the boundaries display boards during the Cricket World Cup games. People really got behind the idea, which is essentially another way of becoming a part of the live cricket experience. @CastrolCricket 

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