Adani turned #GarvHai digital film into an unskippable social media moment

Sports icons in India get recognition only when they win medals. And, many of them are quickly forgotten until they keep winning more medals for the country. The core idea of this campaign was ‘why we can’t celebrate our athletes in their journey to discover glory for the country’. It came up during a random discussion. Imagine if some of our sports icons today were to travel with us on train or bus. Would we be able to recognize them? This huge divide in encouraging talent and discovering future sports icons by being a part of their hard-fought journey became the central idea of the film.

Mounting the film: For decades, audiences in India have been indifferent to sportspersons.  Our idea was to drive home this point; therefore, unlike other films on sports, we chose an opening sequence that keeps the audience intrigued and guessing.

Social media strategy: We knew that the emotions in the film could connect with a wide age group across audiences, from teenagers to senior citizens. Accordingly, the campaign was mounted across five social media platforms amongst targeted groups interested in Boxing, Wrestling, Shooting, Archery and Athletics. The response was mind boggling. Out of the 3000+ applications received in less than 10 days, nearly three-fourth came from online. We will continue to accept applications till July 15. The campaign has reached out to over 13 million people till now and it will continue for two more weeks.

Outcome:

Video views are over 7 million.

Social media reach break-up:

  • FB: 9643286
  • IG: 1310647
  • TW: 651335
  • YT: 1715417
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