South Indian Bank's Selfie Activation at Thrissur Pooram

South Indian Bank has successfully executed an activation titled ‘Selfie With Pooram’. Thrissur Pooram is one of the largest temple festivals in the world, celebrated in the hometown of South Indian Bank. Characterised by the presence of elephants, display of caparisons and crafted umbrellas, magnificent fireworks and exotic rituals, Thrissur Pooram is a colourful and spectacular celebration of the heritage of Kerala.

Conceptualized and executed by South Indian Bank’s creative agency Blackswan India, Selfie With Pooram was a complete digital contest. The contestants were required to take selfies with Thrissur Pooram in the background and post them on their Facebook pages with the hash-tag #SIBSelfiepooram The best selfies got a chance to win an iPhone and other exciting prizes.

The campaign got overwhelming response in social media and created a buzz among youngsters, meanwhile giving an opportunity for the bank to introduce their products to a wider audience. Thousands of selfies were posted during the 2 days of activation – April 17 & 18.

Pradeep Menon, Co-founder, Head of  Branding & Strategy at Blackswan says “We wanted to reiterate the bank’s image as a next generation bank, through an activation the new generation can relate to. Thrissur Pooram is a vibrant festival being held in the hometown of South Indian Bank and we sensed that it is a great opportunity to leverage the brand”.

The campaign was supported with print ads, whatsapp campaign, local cable TV ads, hoardings & small boards all around the venue of Thrissur Pooram. The activation got good PR coverage as it was for the first time Thrissur Pooram was used in such a comprehensive way to promote a brand and that too with the participation of the Pooram enthusiasts.

Marketing
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