Dentsu Webchutney’s Instagram innovation for Mivi gains traction

Dentsu Webchutney recently created an engaging activity for consumer electronics brand Mivi to create awareness about their range of wireless earphones. Called #EndTheTangle, the activity on Mivi’s Instagram page invited users to untangle a pair of tangled earphones using Instagram’s ‘Save to Collection’ feature. 

To kick-off the activity, a pair of tangled earphones was uploaded on an Instagram grid. If users saved the images in the right order, they could untangle the earphones in their profiles’ ‘Saved’ folder to win 5 Mivi Conquer Wireless Earphones. Dentsu Webchutney’s innovative use of Instagram resulted in an outpour in response, with over 15,000 entries in 3 days. 

Commenting on the activity, Viswanadh Kandula, CEO & Founder,, said, “We wanted to change how audio brands interacted with their audience on the Internet, and at the same time, how the audience experiences our products. The current generation looks at exciting experiences around product launches. With #EndTheTangle, we managed to capture our audience with an experience that perfectly captured their everyday struggles. Since we have exciting products in the pipeline for 2019, Dentsu Webchutney has gotten us off to a flyer.” 

GD Prasad, Client Services Director, Dentsu Webchutney, Bangalore, said, “The insight was dead simple – people dislike untangling earphones. The team has delivered a lot of Instagram innovations this year and we’re glad to see people participating with enthusiasm on each and every one.”


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