Mumbai: Pepsico’s energy drink Sting partnered with short video app Moj for the "#StingMachaDe" campaign to host the ultimate hashtag challenge to promote "Life ko electrifying dance banao; Jhalak Dikkhla Jaa par apni jhalak dikhao."
The campaign featuring ace choreographer Melvin Louis and popular actress Ashnoor Kaur garnered over four billion views and close to 11 million shares. The five winning creators, Vishwamitra Kingrani, Chainveer Singh, Kunal Sulekhe, Chayan Suthar, and Anjali Mamgai, got a chance to feature on the popular dance reality show Jhalak Dikhhla Jaa.
Grooving to the tunes of the peppy and full-of-energy Sting audio piece, Moj creators created quirky, refreshing content in tune with the brand’s proposition of energising your day-to-day life. The short videos by the creators depicted them performing mundane tasks with no enthusiasm, which dramatically changes to an energetic, electrified, and entertaining state with the help of Sting. Taking the campaign to the next level, Moj designed an exclusive AR filter using body-tracking technology, which added an extra zing to the videos created. This innovation helped boost user-generated content and, thereby, the campaign’s popularity.
Moj creators Ridhima Jain, Aadil Khan, Sohail D and June Paul were roped in to amplify the engagement and further inspire the pumped-up users to churn out quirky, fun content. The campaign was hyped by big celebrities such as Karan Johar, Krystle D’Souza, Mohak Narang, Shehnaz Gill, Zaid Darbar, Janat Zubair, Avneet Kaur, Hina Khan, and Riyaz Aly on their social media.
Talking about the success of the "#StingMachaDe" campaign, ShareChat & Moj Udit Sharma chief revenue officer said, "Moj is today the preferred platform for young India to discover and create content. By tapping into our massive influencer ecosystem and creatively leveraging our innovative lenses, our partners have figured out truly engaging ways of reaching out to their audiences at scale. The "#StingMachaDe" challenge is the latest one that reflects this partnership's true spirit. Sting was able to engage millions of users through a creatively designed campaign that garnered billions of views and gave the opportunity of a lifetime to our creators to groove with TV stars and participate in a reality dance competition."
"The most critical thing for Sting is to catch the pulse of the ever-evolving newer generation and share its message in exciting formats that gen-z and millennials relate to. Short video platforms like Moj help connect with Indian youth in ways that they are most enraptured by. We are thrilled with the response this collaboration has generated in a short period of time, making some new records in the process," said PepsiCo India senior marketing director of energy, hydration, & flavours Naseeb Puri.
Brands often look for innovative solutions to stand out in the highly competitive market. Short videos, in general, have proven to be an effective marketing channel to deliver impactful messages in a short time. Moj has expanded its advertising and monetisation avenues over the last few months. With close to 300 million monthly active users, Moj has attracted major brands across FMCG, edutech, and gaming, such as Dettol, Sugar Cosmetics, Classplus, PlayerzPot, Realme, and Manyavar, that have implemented the hashtag challenge as part of their overall campaign and benefited from the platform’s wide reach.
