Bottomline Media's new campaign for Washington Apples timed for perfection

SS Associates, India representative office for Washington Apples appointed Bottomline Media Pvt Ltd to conceptualize and execute a Digital Detox campaign around a new take on mental and physical health with its #DigitalDetoxChallenge

Bottomline Media Pvt Ltd worked on the strategy to create a perfect mix of influencers across genres to build a well rounded campaign on Instagram and Twitter platform.

Tanaaz Bhatia, CEO, Bottomline Media, says, “Keeping in mind the pandemic, the need of the hour is reducing the screen time and exploring oneself. The central idea of the campaign was to promote individuals to digitally detox for one hour everyday where the only “App” is the Washington “App”le.”

Few celebrities who participated in this challenge were the Four Bollywood wives - Bhavana Pandey, Maheep Kapoor, Seema Khan and Neelam Kothari, actors like Neha Dhupia, Angad Bedi and Pooja Ramchandran along with fitness enthusiasts like Snigdha Ravi, Tanya Kapoor and Deepanwita Bera, lifestyle bloggers content creators like Laxmi Reddy, Niki Verma and Sweta Renukumar, chef Parth Bajaj, mom bloggers like Saru Mukherjee Sharma, Surbhi Dhal, Vidya Shashank and more.

The influencers speak about how it is necessary to digitally detox every day in order to take care of our mental and physical health and use that time with the family, express gratitude to your loved ones, reinvent or even reset their lifestyles. The challenge was caught trending on Twitter with #WashingtonApplesIndia where various people participated to encourage a healthy digital detox with Washington Apples.

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Sumit Saran, India representative of Washington Apples said, “We are very happy with the results. Our promotions in the past have mostly revolved around direct messaging to the consumers about how good Washington Apple are. This was the first time we communicated indirectly through a cause (digital detox) that impacts all of us. We managed to touch a chord and found an immediate consumer connect.”