Malabar Gold & Social Beat leverage Thumbstopper Videos to promote #MenInPlatinum collection

Mumbai - On the occasion of International Men’s Day, Malabar Gold & Diamonds has collaborated with Social Beat, a leading digital marketing solutions company, to roll out a brand campaign to promote its ‘Men in Platinum’ collection. The campaign highlights the dismantling of gender roles and brings light to the men who are simply doing their best at being in their element.

The campaign was launched with curated Instagram grids and engaging stories to get the conversation started. The concept has been further captured by a series of two Thumbstopper digital films which beautifully break stereotypes of what is considered ‘macho’ and appreciate men in all their roles and avatars. The tagline “He is finest in his element” has been created to emphasise on the same. 

Speaking about the campaign, Panisa Shah, Creative Head - Social Beat said, “With the digital ecosystem shifting to smartphones and shorter attention spans of consumers, we wanted to explore shorter video formats. The objective was to drive impact with crisp storytelling. Modern men are not shying away from doing things that are by common perception considered ‘unmanly'. The two films are stories of such men who do not think twice before doing anything for their loved ones.”

The campaign has a distinct visual style where we have looked to shine light on men who are comfortable in their element, unapologetically doing things they like to do.

The videos have garnered a reach of 13 Lakh across Facebook, Instagram and YouTube. The brand’s Facebook page saw a 450% spike in user engagement. These phenomenal results are proof that crafting relatable and emotionally compelling video content can strike a powerful chord among audiences. 

About Social Beat

Founded in 2012, Social Beat is one of India's fastest growing digital marketing solutions company. A Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Delhi& Mumbai. Their expertise with video content, as well as platforms such as Influencer and 22 Languages makes them the ideal digital marketing solutions partner for brands. The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.

With focus verticals of real estate, BFSI, retail, FMCG and consumer apps, Social Beat has over 100 marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, mFine, Kangaroo Kids, Casagrand, Neuberg Diagnostics, Swiggy, Klay Schools, Tata Mutual, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Tata Housing, Royal Sundaram, Isuzu,,, Anmol Biscuits and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.

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