Modern Love Mumbai is inspired by the global phenomenon, Modern Love. An anthology series based on the weekly column published in The New York Times.
Challenge & Objectives:
Get Mumbai, the ever-bustling city to slow down and experience love in all its forms. We set a clear goal – drive awareness, build hype and shape a wholesome campaign for #ModernLoveMumbai
As Twitter is best known for conversations, we aimed to leverage it and get Mumbaikars to share their #ModernLoveStory across the internet. The cherry on the cake? We’d paint the town with their stories & voices via digital billboards
Strategy & Execution:
A tweet from PV India’s Twitter was all it took to get users to tell us their unique idea of ‘Modern Love’. People were quick to jump at the chance of seeing their names in the spotlight. Their warm, heartfelt sentiments went big on 88 digital screens and hoardings across the city, encapsulating the core theme of Modern Love Mumbai.
Impact OR Results
Around 200+ people and more than 36 brands like Swiggy, Durex, boAt, Asian Paints, Mumbai Metro, Royal Opera House Mumbai, Domino’s, participated and shared their #ModernLoveStory. To further amplify the activity, we had our talent and influencers like Ranveer Brar, Hina Khan, Malishka and Abhinav Shukla share their own anecdotes of Modern Love. We further covered the activity on leading aggregators like Social Samosa and Mad Over Marketing.
The campaign garnered a cumulative engagement of 12.6K, while our Digital Hoardings helped us capture 170K+ impressions and a reach of 11.08M.