Challenge & Objectives
Challenge: To break the clutter and be relatable on every topical opportunity.
Objective: To maintain the brand proposition of being Krazy, and yet generate shareable content.
Popular public sentiment cased in a rhyme scheme has higher retention value. Hence, we came up with different types of ‘Dohe’ – relatable content packaged in a couplet form.
Strategy & Execution
Singles Ke Dohe
While most brands celebrated ‘love’, we made singles fall in love with our content. We stuck to our brand proposition of being krazy and off-beat to bring ‘Singles ke Dohe’.
Quarantine Mein Phasa Shayar
Lockdown was an opportunity to reintroduce the Dohes. Dalgona to Ludo to Zoom calls, we addressed the most popular public sentiments via a set of shayaris under the pen name of ‘Quarantine mein phasa shayar’.
Dosti Ke Dohe
Friendship’s Day – a marketer’s home ground. How do we stand out? We wrote short narratives that describe funny, witty and modern-day friendship. ‘Dosti ke Dohe’ included the most in-things like Netflix, PUBG etc.
Impact OR Results
Cumulatively the campaign helped us reach 610K+ people with 835K+ impressions. Engagement wise we garnered 2200+ saves and 54.8K+ likes.
Overall followers increased by 308 people during these campaigns.
Over a period of time, we changed the brand’s tonality/perception to a fun, quirky, krazy and youth-centric brand. Post the Dohes we have noticed people anticipating the Krazy twist in almost every post that we do.