Nilon’s celebrated Karvachauth fast in the most unique way
It is imperative for any food brand to continuously feed consumers with delicious food posts, recipes, trivia, food contests across all social media platforms. Nilon’s, one of the fastest-growing processed food company took a bold step to celebrate Karvachauth in the most unique manner. The brand decided to extend its support to all the lovely people fasting by archiving all their food posts for the whole day. The campaign #VirtualKarvachauth was conceptualized by Ogilvy. This was an innovative way the platform can stand up to be responsive in moment marketing.
Initially, people who visited the page were baffled to see no post on the feed. The only post that was visible on the feed was talking about the brand extending its support to the people fasting.
Speaking about the campaign Dipak Sanghavi, Managing Director and CEO, Nilon’s said, “ In a multicultural society like India, a brand truly needs to strive towards building a deeper connection with their consumers. At Nilon’s it has been our constant endeavors to be an integral part of the consumer journey, their celebrations and daily life conversations. Our #VirtualKarvachauth campaign was one such initiative where we have moved away from our usual brand style of capturing moments around food to a contrasting stand of archiving all our food posts and recipes for a whole day to express our solidarity and support to all the lovely couples who were fasting. The overall response from all stakeholders was really encouraging and overwhelming.”
That was not all the campaign was followed by the brand breaking the fast virtually along with the people once the moon was out. All the food posts were Unarchived along with a contest for the consumers asking them to share their Karvachauth experience and memories. The campaign saw support pouring in from all quarters starting with Nilon’s brand proponent Pankaj Tripathi appreciating the initiative and extending his support and wishes along with many other key influencers. Snapshot and links below