Omved Therapies’ digital campaign #SmellsLikeDiwali reaches 3.2M users with 716% engagement hike

The entire campaign was conceptualized and executed by Grapes Digital

MUMBAI: OMVED Therapies, India’s first Vegan Ayurvedic wellness brand recently wrapped up their digital campaign called - #SmellsLikeDiwali. Launched during the festival of Diwali, the campaign was inspired by taking into notice how people associate multiple smells of food, rituals and even the smell of new paint with the festival.

They conducted a survey across the country asking a single question ‘What does your Diwali smell like? Allowing them to reach across various demographics to understand people’s thoughts. The feedback was later compiled in a video and was showcased on various social media platforms. The response that received was humongous gaining 18 M impressions over Facebook and Instagram.

This campaign enabled us to touch the hearts of 3.2 M people through social media platforms with 22 posts spanning over 3 weeks. The online engagement peaked at 716% higher than the usual. The campaign alone garnered around 3.3 M impressions just from Delhi chapter. Similarly, the engagement per post, stories, and polls was approx. 67% higher than the usual posts. New audiences too were tapped in via 9 influencers, which successfully garnered a reach of 568K reach and engagement of 21K. The social following massively grew by 31%, hinting a growing increase of interest in the traditional science of Ayurveda.

OMVED Therapies spokesperson stated that “We are glad that our Diwali digital campaign has been accepted so well and reached out to a large audience. During the course of the campaign, the heterogeneity of the replies also showed how pollution too has cast shadows in their story of Diwali. For the first time ever, an online campaign digressed the conversation around pollution and bad smells during Diwali and brought forth a new lens of viewing this festival. We also introduced people to the various diffuser oils and gave them an opportunity to mask off the bad smells and invite auspiciousness into their homes, in the most natural way.” 

Speaking on the success of the campaign, Grapes Digital  Mumbai Branch Head Rajeesh Rajagopalan said, “This campaign presented a fresh perspective to online conversations around Diwali. Only a few campaigns in recent times have employed nostalgia so effectively to bolster brand awareness and trigger a positive message.” 

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