MAM

Isobar, Godrej Security engage Twitter users on Friendship Day

The brand engaged audiences with a personalised tweet response every 30 seconds.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/08/11/Yamla-Pagla-Deewana.jpg?itok=p4mkDjxR

MUMBAI: Isobar, the digital agency from Dentsu Aegis Network India which handles the digital mandate for Godrej Security Solutions, had recently launched a marketing campaign, #StayConnected, to celebrate Friendship Day.

As part of the campaign, Godrej Security Solutions tapped into the usual order of Friendship Day banter and took that on to Twitter. The brand engaged audiences with a personalised tweet response every 30 seconds, leading to nearly half-a-million impressions for the activity. The response from Twitterati was further leveraged when Godrej Security Solutions went on to engage in conversations with brands such as Durex and Café Coffee Day.

Isobar India creative director Ranjeet Kumar said, “We knew that the idea of creating branded, bespoke emojis and ambushing the user's conversation in a pleasantly surprising way will get us their attention. But, until it is personalised at scale with the creative use of digital, it will not have a big impact. So, we developed a custom API over our social listening tool, integrated it with an AI bot that listens, learns and engages with people on friendship day (tracking more than 100 dynamic keywords), and then contextually converses with them. For us, perception change is a long-term goal, and we have successfully kicked it off with a one-on-one dialogue with our TG.”

Godrej Security Solutions vice president and global head marketing, sales and innovation Mehernosh Pithawalla added, “We believe in innovations that make our offerings relevant in daily lives. This activity was nothing but an extension of the same ideologies. Small innovations like these that individuals can relate to, make a serious category like ours a lot more interesting.”

Campaign is based on the insight that 92 per cent of the online population today use emojis to portray an emotion, a feeling or an expression. Not to forget, there are 'select' emojis that we use to identity with our near and dear ones. This gives brands an opportunity to latch onto conversations and become a part of the discussion chain.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/raj.jpg?itok=BCQYMbyD
WATConsult's Rajiv Dingra launches RD&X

NEW DELHI: Rajiv Dingra (previously founder and CEO of WATConsult, a digital agency part of global network Dentsu International) has announced the launch of his latest entrepreneurial venture, RD&X Network -- a deep-tech network that will drive brand, business, media and data transformation...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/patytm.jpg?itok=tlRjBDEM
Indian musicians reinterpret global artists in Paytm Insider’s ‘Jim Beam Originals’

MUMBAI: Paytm Insider’s penchant for creative innovation with Jim Beam’s enthusiasm stirred into the mix has resulted in the creation of the novel musical property Jim Beam Originals. In this series of 10 virtual music experiences, famous Indian musicians will reinterpret legendary international...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/pratik.jpg?itok=1byM_gwk
Faboom Witnesses Significant Increase in its User-Engagement During IPL 2020

NEW DELHI: Indian Premier League 2020 has been taking over the audience with a bang, the buzz for cricket as a sport is only seen elevating by every match. The cricket fever has not only glued the nation to the screen passionately but also has them biting their nails with commendable performances...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/bms.jpg?itok=KNtT9euT
BookMyShow’s new campaign marries entertainment and safety

NEW DELHI: BookMyShow has released its latest campaign film ‘Unlocking Life’ which explores the theme of people revisiting their favourite forms of out-of-home entertainment experiences in the new normal.  The ‘Unlocking Life’ campaign comes at a time when the entertainment sector in the country is...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/rpiya.jpg?itok=q6c7-DMo
CEAT appoints HUL’s Priya Nair as additional director

KOLKATA: Tyre manufacturer CEAT has appointed Hindustan Unilever Limited’s Priya Nair as additional director in the capacity of independent director. Her appointment is effective from 27 October, for a tenure of five years.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/pank.jpg?itok=Fgaa0K-6
Sweet success: How Apis is achieving its B2C goals through IPL

NEW DELHI: If a brand wants to reiterate its positioning or share new positioning; introduce a new product/service or range; induce high brand recall or saliency, the Indian Premier League (IPL) is the perfect platform for it. The cricket extravaganza attracts undivided attention from millions of...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/odisha.jpg?itok=s-LOhv4A
Odisha's rich art & architecture inspires Reliance Jewels new campaign

MUMBAI: Reliance Jewels’ has launched a new ad campaign featuring its new festive collection ‘Utkala Where Beauty Rises’, inspired by Odisha's rich art and architectural history. The film captures patterns and designs that embody the state’s art, tradition and culture, and gives a tour into the...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/alisha_malik_1.jpg?itok=9Rpb8z5Y
For the footwear industry, the other shoe has dropped

Covid2019 has severely impacted the economy at large, with every sector struggling with its own set of challenges. The footwear industry is no exception. In the past few months, shoe brands have witnessed a fall in sales as people have mostly stayed home and are hesitant to step out, thereby...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/3.jpg?itok=amDUEc0t
upGrad promises #KaamKiDegree for MBA aspirants in new ad

Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required