Twitter and Kingfisher co-created Name Targeted videos for IPL fans

MUMBAI: Wouldn’t it be great to have the celebrity you swear by mention you in a Tweet, or send you a personalised video message? Social media platform Twitter understands the influence an actor or a sports star has in our lives, and how by bringing these stars close to their fans, an amazing engagement can be created. Riding on this thought, it had devised a campaign for its long term partner Kingfisher for the IPL season. Conceptualised by Twitter India, the campaign allowed the brand to record the star players from six major IPL teams customised messages with fans’ names in them --a first of its kind marketing initiative in APAC, the social media giant claimed.

To make this possible, Twitter went through its archival data looking out for popular first names. Along with it came each person’s preferences and interests including sports.

“We looked into the data and drew a pattern on it. For example, if there are significant number of ‘Amit’s as Mumbai Indian fans, we would add  ‘Amit’ to the list of people, and Kingfisher would get the Mumbai Indians team to record a personalised message for all the ‘Amits’,” Twitter India Business Head Taranjeet Singh explained the mechanism behind the campaign.

Though Kingfisher’s IPL campaign on Twitter had started along with season 9, it wasn’t until the season gained momentum in its third and last quarters that Name Targeting was initiated. Once started, it was a high frequency campaign that generated close to 500 odd videos dedicated to fans. Given that Vivo IPL 9 was a pre scheduled event, it allowed Twitter and the creative team from Kingfisher to plan a month ahead. Though most videos were shot before the tournament began, some were done while IPL season 9 was running based on the feedback on the campaign.


While team Twitter worked closely with the brand, the campaign required quick response and production of content to keep up with Twitter’s data base in a very short time which was made possible with the collaborative effort of the brand’s creative agency JWT, and digital agency 22Feet.

“We received excellent feedback for this campaign. With the help of the Twitter team, we were able to create something intangible for the IPL fans, and we could feel their appreciation for the campaign in the form of Tweets and messages. Apart from the paid campaign, the videos themselves generated several organic impressions for us riding on the brand power,” shared United Breweries, marketing SVP Samar Singh Sheikhawat.

While the campaign’s scale otherwise required a significant amount of time and monetary investment,  having an existing partnership with Twitter put Kingfisher at an advantage when planning this campaign. Being sponsors for six of the IPL teams also acted in the brand’s favour, as it allowed Kingfisher access to the cricket stars as part of the sponsorship commitment. The initiative was included in the overall budget the brand set aside for IPL 9, which, according to Sheikhawat, could be close to 30 percent of the brand’s marketing budget for this financial year.


This is the second time in a row that Kingfisher has tied up with Twitter India for its IPL campaign. Sheikhawat asserted that this campaign proved to be a great opportunity to leverage the brand’s partnership with Twitter. The fact that the campaign was tailor made for Kingfisher only added to the advantage.

“From day one the response was high for the campaign, with 250 per cent increase in the brand’s Daily Positive Sentiment. Not to mention that the brand interacted with over 85,000 IPL fans over the course of the campaign through the videos,” Taranjeet Singh added.

‘Daily Positive Sentiment’ is a unit or score coined by Twitter that measures the overall sentiments behind tweets targeted at a celebrity, a brand or a handle, or even a hashtag or a campaign.

“Daily Positive Sentiment gives out the general emotion behind most of the tweets on a subject. We use a tool called Crimson hexagon that does the analysis on emotions behind tweets after assimilating certain keywords and other data points,” Taranjeet Singh explained.

In line with Facebook’s reactions the Daily Positive Sentiment score is a powerful tool to gather consumer insight for brands.


When asked if Twitter would be willing to partner with other brands and build a campaign using Name Targeting, Taranjeet Singh responded with, “We don’t work with clients on a transactional basis. We look at their objective and then we come up with solutions on how to shape those business objectives through our platform. If we have a client on board whose communication object requires a campaign and name targeting works to achieve its communication objective, we propose it to the brand. But if its campaign requires other innovations such as conversational videos, tweet camps, and other such initiatives that we have earlier offered our clients, we will suggest those. Or maybe we come up with an entirely new solution.”

In parting, Taranjeet Singh added that the Indian market has become a seat for innovations on the partnership front for Twitter, with many more exciting projects in the pipeline.

Latest Reads
Cycle Pure Agarbathies’s PurePrayer app to help Karnataka devotees connect to the divine

BENGALURU: Mysuru-based Spiritual Products Private Ltd, part of the NR Group and makers of Cycle Pure Agarbathies, has launched “PurePrayer” mobile App and website, a new digital initiative to connect devotees to the divine. In line with Karnataka government’s drive towards safety...

MAM Marketing MAM
PivotRoots bags digital mandate for GoI’s study in India initiative

MUMBAI: PivotRoots, a full service independent digital agency, has bagged the digital media mandate for EdCIL’s "Study in India" initiative. 

MAM Marketing MAM
RIO launches new campaign on Menstrual Hygiene day

RIO-Heavy Flow Pads, the only sanitary pad you will ever need to manage heavy flow, from the Nobel Hygiene family, launched a new campaign today to coincide with the upcoming Menstrual Hygiene Day to raise awareness about the challenges that women face due to heavy flow. 

MAM Marketing MAM
Students of Amity University Launch #ISalute campaign to thank healthcare heroes

During these testing times the medical professionals have been the fabric of humanity, with their tireless efforts and dedication and passion towards helping people. As the entire world is showing their appreciation and gratitude to all the professionals of the medical field in various ways, the...

MAM Marketing MAM
Paytm enables Vodafone Idea recharges for crores using feature phones with their UPI ID

India’s leading financial services platform Paytm is now empowering feature phone users to recharge for their Vodafone Idea numbers with just a valid UPI ID. Along with the telecom major and National Payments Corporation of India (NPCI) to extend this service throughout the country. The move would...

MAM Marketing MAM
Sagnik Ghosh joins Liqvd Asia as managing partner

MUMBAI: Sagnik Ghosh has joined digital marketing agency Liqvd Asia as managing partner. Sagnik will be based out of the company’s Mumbai office and will help build the communication across verticals like media planning, buying, performance marketing, brand strategy, online listening and reputation...

MAM Marketing MAM
Jayant Kapre joins Avon as new MD India

MUMBAI: Avon announced the appointment of Jayant Kapre as the new managing director for Avon India. In his new role, Kapre will be responsible for driving the overall growth for Avon businesses in India.

MAM Marketing MAM
Cosmos-Maya’s next animation magnum opus is a series inspired by Chulbul Pandey, the iconic cop immortalized by Salman Khan in the blockbuster Dabangg, produced by Arbaaz Khan

The Eid announcement is for the first of its kind animation adaptation of a Bollywood blockbuster where the lead character is his own self, and not a child avatar.

MAM Marketing MAM
FoxyMoron wins digital mandate for A.O. Smith

MUMBAI: A.O. Smith has awarded its mandate to digital marketing solutions agency, FoxyMoron. Additionally, the agency will also be contributing towards all above the line marketing activities for the brand. The digital mandate will be handled by the agency's Bangalore office set up in 2015. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required