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Lakme, the beauty product brand from the Hindustan Unilever stable, has been quite bullish on digital media in recent times. The brand has taken to social media in a big way for its flagship property, Lakme Fashion Week Winter/ Festive 2013.
The social media campaign has been executed by Webchutney. Commenting on the campaign brief, Meghana Bhat, Executive Creative Director, Webchutney said, “For Lakme Fashion Week, the brief required us to get the audience to participate and experience the Fashion Week in real-time with live updates, backstage footage and content that would engage and bring out the entire event in a unique manner.”
She further said, “We decided to involve three key social media to achieve the same – Facebook, Twitter and Vine. The six-second Vine videos enabled us to provide the right amount and quality of content to give Lakme followers a glimpse into everything that goes on at the Fashion Week and we were pleasantly surprised with the response we received.”
Exchange4media takes a look at how the three-phased campaign unfolded.
To read about the campaign in detail, click here.
Why I can't stand urban 20- somethings
by Meghana Bhat, ECD
This probably makes me sound like an old disgruntled person envious of the age, beauty and promise of immortality that these kids wear on their sleeves or skinny jeans. Well, obviously I am, and I’m going to go right ahead and rant (yes, kids this is how that feels!) Sure, growing up in the sunshine of India’s millennium boom must have been nice. Children of yuppies, living in a time of plenty, of great possibility, these kids have it all. Brands love them, economists love them (demographic dividend and all that) and of course they love themselves. But I’m not sold. Maybe because I work so closely with their kind, I’ve become wise to their entitled ways. Yeah, yeah… they’re not all bad, but I’ve identified a few choice specimens who tick me off on a daily basis.
1. The Indian ‘Hipster’: Less than 5% body fat, skinny jeans and nerd glasses and of course an iPod full of indie Indian music – the hipster trend has arrived in India. Except that ‘rejection of mainstream culture’ apparently translates to exact copying of the ideal of the American hipster. While we’re on the subject, somebody please kill Bollywood kitsch.
2. The ‘I’m awesome because I exist’ believer: There should be a law that limits how much one person can ‘believe in himself’. Agency heads, you know what I’m talking about. The ‘Give me a promotion because I’ve actually managed to not get fired for an entire year ‘– types. Or the 20-something intern complaining about ‘I’m being undervalued/
The unsettlingly hilarious new viral sensation has made its way to Webchutney.
Watch the Delhi office shake the Harlem way!!
As these 5 young creatives complete their first year at the House of Chutney, we decided to find out what made them stick around this long.
Shray Chawla (Junior Copywriter, Webchutney Delhi)
If there was ever a superlative of 'craziest' then I would use that to describe the year I've spent at Chutney. The exposure right from the start was amazing with my first ever campaign being the 5th Airtel Delhi Marathon.
Epic Chutney Moment - I'm a non-alcoholic who likes to be around drunk people. Don't ask why because I am still trying to figure it out. Jokes apart, I was at an after office hour party when Sattvik asked me, “Why don't you drink?”. And that was the start of a long conversation which ended rather abruptly because he thought that he was trying to sell 'drinking' to me.
I'm sure he doesn't remember this conversation.
Advice to budding copywriters-
- Write well to write well.
- Deadlines are like women. You may not understand them, but you have to accept them and that too with a smile.
We are hiring again. And this time we're on the look out for a Client Servicing Director, Account Manager and an Account Executive to join the Mumbai Servicing team and Social Media Executives to work with the creative. All positions are full time and based in Mumbai.
We all love to love Roger Federer. A shining beacon of athletic achievement and sportsmanship, he is the quintessential Good Guy Greg of Tennis. We just had to give him a kick-ass Chutney tribute.
So, on the 28th of December, 2012, we released The Life and Times of Roger Federer, a graphic novel for iOS to celebrate his life and stellar sports career.
Webchutney is proud to present 'Peeloo'- an Interactive Loo Service.
You saw a glimpse of this at the Yahoo hack, but the real deal is live now. What we've tried to build (and succeeded) is an interactive loo service which removes the queue from the loo.
Here's how it works
This project took months of research, testing, development and hits & misses to come up with, and we are glad today to have succeeded in doing the same. We are sure that this is only the beginning in experiential digital advertising from the house of webchutney.
Big Shout out to the team that made this possible
Gurbaksh, Abhishek Saxena, Hemant, Mandeep, Akshay Raheja and Sattvik!
Check the website out here