Summary:
A brief summary of the campaign
Navratri is one of the most anticipated festivals in India – especially for NRIs & Indian-Origin residents who get to socialize with other people in the community. Due to the pandemic, Navratri couldn’t be celebrated with the same zest this year and it was this sentiment that inspired the campaign.
With an intent of evoking nostalgic feelings around the festive season of Navratri for NRI audiences in the U.K, the U.S & Canada, the campaign aimed to showcase the vivid colours of Navratri 2020 using Ashoka’s range of products.
Problem Statement/ Objective:
What is that the brand was trying to achieve from the campaign?
The objective of the campaign was to bring home the festive and celebrative spirit of Navratri through our feed, to every individual who couldn’t be a part of the celebrations this year. Its underlying objective was to create awareness about the variety of products sold by Ashoka and to increase engagement across social media platforms. Thereby, reaching out to mainly Indians away from home, NRIs, and non-Indians who savour Indian cuisine.
Challenges
1. The lack of organic reach across all social media platforms
This led the brand to focus more on the objective of building brand awareness and getting more followers.
2. The majority of Ashoka’s audience is from the age group of 25-34 & above
This resulted in facing challenges in relating to the Gen Z audience segment in the U.K, U.S.A & Canada.
This campaign looked to tackle these challenges head on by delivering a combination of relatability and love for food through witty and real imagery.
Creative Solution:
Devotees who religiously celebrate the festival of Navratri believe that wearing clothes of specific colour everyday in the honour of the Goddess brings good luck and prosperity. With a varied range of products sold by the brand, the idea was to create associations between the vivid colours of Navratri and our product range which has something in store for everyone; thus delivering the essence of Navratri – dance, bright colours and delicious food, through our creatives and copies.
Execution:
Social Media: Twitter, Facebook, Instagram, Snapchat, any other social media platforms
Navratri celebrations last for nine days and each day is associated with a specific colour, which holds a special meaning. Ashoka celebrated the festivities by adorning their feed with drool-worthy images of food, showcasing vivid colours under the umbrella of #NineDaysOfNavratri on their Instagram handle.
Ashoka’s vast range of products were highlighted using beautiful cut-out illustrations over real imagery of food. The colour and texture of the food were used to fill in as design of the traditional Navratri attire to imbibe the festive spirit.
The campaign #NineDaysOfNavratri was executed on Instagram and Facebook with Instagram being the primary platform.
Results:
Quantitative and Qualitative
The brand was successful in bringing the beauty of Indian culinary culture to life on the auspicious occasion of Navratri, adorning it with images that had audiences drooling over their feed.
The campaign was featured by Social Media Dissect & Creative Ads Co.
The brand witnessed a 20% and 35% increase in engagement for the U.K and the U.S.A market respectively, in less than 24 hours. Cumulatively, the campaign helped us reach upto 12,000 people with 13,500+ impressions on the U.K platform and 3,800 people on the U.S.A platform with 4,000+ impressions. The brand witnessed a 20% increase in the number of followers within the span of the campaign with more user comments and saves
