MUMBAI: Digital marketing agency, White Rivers Media has recently wrapped up its digital amplification activity for Viviana Mall, called #StopAcidSale.
The month-long campaign was a part of the third edition of mall’s property - Extraordinaari, which promotes women empowerment by recognising and honouring the trailblazers who are encouraging their fellow women to scale newer heights. The idea behind this activity was to establish thought leadership among its competitors along with creating awareness against the sale of acid and curb the same.
To highlight the same, the mall hosted a fashion show with acid attack survivors and giving them a platform to share their story.
A two-pronged approach was devised to increase awareness about acid attacks, what causes them, and how to curb them and gather support for the admirable spirit of the acid attack survivors who walked the ramp. The entire activity was promoted massively on Facebook, Twitter and Instagram.
Facebook Stories was used extensively to convey the message. On Instagram too, the Insta-story feature was used with boomerangs, rewind, handsfree and a host of other story formats to create maximum reach. The mall reached out to global body positive brands on Twitter to bring the initiative to light.
On Twitter, the hashtag #TweetASalute was used, which saw participation from more than 300 Twitter influencers, including NGOs and celebrities. Viviana Mall reached out to multiple international malls and urged them to join the movement. This, too, was supported by influencers. The campaign also saw support from ace music producer Sulaiman Merchant and actress Preeti Jhangiani.
This campaign sparked thousands of conversations on social media about vitriolage and why the government should stop acid attacks. People all across geographies started talking about this campaign.
The entire concept was later taken a notch ahead, in association with Bombay Times Fashion Week, where the acid attack survivors walked the ramp at the Bombay edition of the Times Fashion Week.
White Rivers Media CEO and co-founder Shrenik Gandhi says, “We have been associated with Viviana Mall for the past four years and with every campaign we strive to provide them better. With this activity we aimed to take a step forward with Extraordinaari and we are glad we got such a positive response and support from digital influencers.”
Viviana Mall senior vice president for marketing Rima Pradhan adds, “There are 250 to 300 acid attacks reported in India every year, despite laws restricting the sale of acid or other deadly chemicals. Acid is still sold openly in some parts of India in spite of there being various substitutes for it. We wanted to curb the sales of acids in India and are grateful to White Rivers Media for their support in the same.”
The entire activity potentially reached out to more than 2million+ people on Facebook and Instagram and created impressions of more than 10 million on Twitter
