India Circus Launches A Unique Virtual Reality Campaign “#SlaySafe”

India Circus by Krsnaa Mehta, A Godrej venture recently launched their very own range of protective face masks in course of the current pandemic crisis. Since it’s integral to maintain social distancing and create awareness on the availability of the mask which  meet a qualitative standard, attained by India Circus with a 99.66% Bacterial Filtration Efficiency when analysed as per ASTM: F 2101 - 19 standard, Tute Consult, their mar-com agency stitched together a unique launch campaign. The agency curated a virtual reality campaign #SlaySafe, in tandem with the ongoing trend of personalised filters on Instagram, where a design process was duly met ,and blended with plans for accurate messaging and marketing techniques. 

This quirky, yet sensitive approach to social distancing and safety awareness via a digital touchpoint had a two-fold strategy. It encouraged mask usage that would ensure safety and it also created a “try it before you buy it” marketing concept. The personalised filter included a virtual representation of the India Circus face masks, catchy music and the colours of the pride flag in honour of International Pride Month.

A glimpse at the statistics:

22.4K Reach / Opens

35.7K Impressions

2.7K Captures / Mentions

346 Users / Shares

These arrays of face masks from the house of India Circus are eco-friendly, comforting and your new trendy protective gear. Eco-friendly and comforting, because of its unadulterated cotton layers thus making it safe to be reused. It is also crowned to be a trendy quotient because of the color dynamics and motifs used in it.

Krsnaa Mehta, Founder & Executive Director at India Circus - A Godrej Venture, quotes, "The current pandemic definitely made way and increased cautiousness for several safety measures towards a healthy lifestyle going ahead. One of these measures was to wear a face mask, which already became a part of our new normal  and this led to the launch of face masks, from us to you. Now, reaching millions was a question because we wanted our customers to be safe and therefore doing it the creative way, we initiated this Virtual Reality campaign #SlaySafe , giving them a look and a virtual experience of wearing face masks." 
Komal Lath, Founder & Chief Initiator at Tute Consult, quotes, "We needed to communicate the brand promise with trust, empathy and also the core which is the design sensibility. Hence, to reach them in a safe way amidst the current pandemic, and observing the trends in technology, it seemed to be a great strategy fit. This concept to bring a new product line on the table, promoted safety and well being abiding by the social distancing norms. The face of brand communications is changing, digital first isn't a suggestion anymore, it's the only way! And as an industry, we are happy to be one of the early adopters of it."

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