Maxxis Tyres Diwali campaign receives over 1 mn views
Maxxis Tyres, a sub-company of Maxxis Group, the world’s fastest growing tyre company, released its latest digital campaign to capture the mood of this festive season. An integrated digital marketing campaign #Tyohaar ka Humsafar reminds us of the Movement from One place to Another that makes any festive season come alive and MaxxisTyres as a commuting partner.
With this thought, Maxxis Tyres, rolled out its pan India festival campaign, #TyohaarKaHumsafar on 1st Nov 2018 across all its digital platforms. The campaign showcases the celebration of festivities across the length and breadth of the country and the festive journey is incomplete without having to travel around the city, hence one needs to have a companion who is their#TyohaarKaHumsafar.
Commenting on the launch of Maxxis tyres first Digital Campaign, Mr. Bing-Lin Wu, Marketing & Retail Sales Head, Maxxis India said “Our goal is to make touring around the city safer and comfortable for our users in India. Our extensive research and development has garnered trust, not just from the two-wheeler manufacturers and tyre dealers, but also from the end users in a very short time. We have a wide range of tyres in the segment, to deal with different road and weather conditions, geographies and demographics”
Given the important role that tyres play in our day-to-day interaction with the city, it was about time for Maxxis to build an emotional connect with its users. “How and when were the two questions we had to find answers for” says Shradha Agarwal, COO- Grapes Digital, “We noticed a trend. Despite all the convenience of shopping and socializing online; people during festivals actually prefer going places to buy, celebrate and enjoy the festival. This insight became our ‘how’. ‘The when’ was clearly India’s biggest festival marathon, Diwali”.
Every festival is a marathon. From bulk shopping in the old city, to buying authentic sweets from those quaint little shops, to hanging out with friends at a down-town restaurant; festival season is all about being at different places. The brand captured this insight through a festive lens and showcased the consumer’s journey, as they start out, go from place to place to place, before finally culminating as a celebration with their family.
Execution & Impact
The concept was well received by the audience, generating 3.4M impressions on Twitter alone to go with a reach of 1.3M audience. Total views on the campaign video across all digital platforms reached 1M in just 2 days. As the engagement leg of the campaign, users were asked to use the hashtag #TyohaarKaHumsafar and tag their family/friend with whom they celebrate their festival, thus amplifying the campaign further, ensuring a higher reach.
The campaign was well supported with the coverage of ancillary content around the Indian Festive season, thus keeping the conversations and hype sustained throughout the duration of the campaign.