Presents

India’s First Digital Dusshera

 OVERVIEW OF THE CAMPAIGN

• An on-ground campaign integrated with social media for Dusshera

• The huge screen installed at the 5 malls encouraged people to use

#GoodOverEvil and share stories of their act of kindness and this interaction
from users enabled them to burn the Ravana in the real time

• Every user who interacted with the campaign got

featured on the LCD screens in the Malls along with their
message

• This national campaign encouraged people irrespective of their location to

eliminate a Virtual Ravana thus enabling the usual celebration without harming
the environment
 OVERVIEW OF PERFORMANCE

TOTAL TOTAL TOTAL TOTAL

TOTAL REACH
ENTRIES ENGAGEMENT TWEETS IMPRESSIONS
21,047,136
1,16,605 3,54,640 1,16,113 105,361,191
 What did we do on Day 1?

Launch Of The Post and Cover

Media Push
Microsite Reveal

Winner Hashtag Going

Announcements VIRAL

Influencer Engaging With

Trending
Activity The Users
Launch Of The Microsite
Post And Cover Reveal
User Entries
Influencer Activity

Verified accounts tweeted with our hashtag

Papon RT’ing our tweets
 Winner Selections

Over 38 winners were selected across 5

malls!
Day 1 : Twitter Trending

Trended for over 6 hours

#GoodOverEvil goes viral!

With 44k + tweets, the hashtag was picked up by

Twitteratis and was going viral till late night
How did we sustain the campaign on
Day 2?
Day 2: Twitter Trending
Keyword trended for over 3 hours
Day 2: User Entries
Facebook LIVE in all malls
 KEY HIGHLIGHTS
• Easier process of participation
• Influencer push on Twitter to maximize buzz and increased SOV
• Continued and hourly winner selection promoting participation
• Facebook LIVE increasing contest reach
• Regular interaction with participants
• Use of generic hashtag there by increasing relatability.
Thank You