RR Kabel does the #AkalmandThing

RR Kabel, the wires and cables arm of one of India’s leading multi-company business group, the RR Global Group, was all set to launch its TV campaign. But what hit the audiences across India first was their adaptation on the digital platform with an exciting interactive campaign. LIQVD ASIA is the digital agency for RR Kabel.
The campaign started with a bang with a YouTube masthead blocked for the day to take the user to microsite which was loaded with fun. New Twitter handle dedicated to the campaign was created where various Akalmand conversation were held with people online encouraging them to take part in the Akalmand quiz. A twitter quiz contest is currently running with the hashtag #AkalmandThing - where a winner will be awarded vouchers worth INR 10000.

Commenting on the campaign Kirti Kabra, Director, RR Kabel said, “The campaign focused on the conversation around “Doing the AkalmandThing” Taking this thought further, on digital we directed our overall communication to the same theme #AkalmandThing.”

Kirti further added, “You see the video and reach the microsite where you are given multiple options to pick ‘what kind of Akalmand character you are?’ based on a simple questionnaire that had quirky questions and creative answers, you get a score. All leading to you getting a certificate in doing the  #AkalmandThing which people could share on their social handles and challenge their friend’s.”

RESULTS/AMPLIFICATION:

Conversation around the relatable topic of #AkalmandThing that appeal to individuals helped the campaign to become viral. In a single day, the #AkalmandThing hashtag with 50M impression and TVC with 100M impression managed to be the most spoken topic despite of it being the festival day. Hashtag Akalmand Thing trended for more than 4 hour with various brand like Raymond, IIFL etc. taking part in the Akalmand conversation on Twitter. The campaign had almost 2M people visiting the microsite and taking the part in the Akalmand quiz.

Speaking on the digital campaign Rashmi Putcha Co-Founder & Director, LIQVD ASIA said, “We used a multi-screen approach using digital primarily to extend reach and garner engagement. The idea was to use the digital medium to not only drive interactions but to also capture rich analytical data that would provide actionable insights for further optimization of the campaign." 

Spearheading the creative at LIQVD ASIA, Dharmesh Shah, National Creative Director stated, “Since the TVC was yet to be released; we wanted to create a lot of buzz and excitement around the launch before the actual launch. The campaign had to be interactive and imaginative. Who doesn’t think they are akalmand, and who wouldn’t want to prove it with a certificate that can be shared with the world. The entire communication was designed around this need for us to show off!”

AGENCY CREDITS:

AGENCY: LIQVD ASIA

CREATIVE TEAM: Ashutosh Pagare, Tushar Malankar, Shanta Gaitonde, Neha Pednekar and Harshal Trilokekar

ACCOUNT MANAGEMENT: Rashmi Putcha, Jyoti Jain

WEB DEVELOPER: Amit Shah, Manish Sharma, Javed Mohammed, Bilal Shaikh, Payal Sonawane and Vivek Salve

SOCIAL TEAM: Mallicka Singh, Vaibhav Vermani