The Webchutney Blog » Work http://www.webchutney.org Agency? Who? Us? Thu, 29 Dec 2011 07:39:02 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 Case Study: Biwi Ho Toh Aisi – Bharat Matrimony http://www.webchutney.org/work/case-study-biwi-ho-toh-aisi-bharat-matrimony/ http://www.webchutney.org/work/case-study-biwi-ho-toh-aisi-bharat-matrimony/#comments Mon, 16 May 2011 09:07:16 +0000 Shweta http://www.webchutney.org/?p=708 Synopsis
When a young man in India hits his mid -20′s, wedding bells start to ring in everyone’s minds. But for him making a choice isn’t exactly easy. Everyone around has an opinion on who, why and when he should marry which can be very confusing. And between 12-hour work-days and living with the parents, his social life is virtually non-existent.
India’s No 1 Matrimonial Site – Bharat Matrimony realized that for these young men (who number in the millions) the barrier to using the site wasn’t the lack of options, but rather the confusion about who to search for! So we created biwihotohaisi.com (or my kind of wife.com) for Bharat Matrimony – India’s No 1 Matrimonial site to give these confused bachelors some virtual clarity
Objective
To reach out to young bachelors and create awareness + preference for Bharat Matrimony
Strategy
Bharat Matrimony- being India’s no 1 matrimony website – offers a wide range of possible matches for men & women. Young bachelors face a lot of pressure to get married in their mid 20’s. With no time and possible family disapproval, dating isn’t the best option. And in a typical Indian family, everyone’s got an opinion on the ‘right person for you’. So we realized that having options wasn’t the problem, young men were just confused about WHOM to search for.
Creative Idea
BHTA (biwihotohaisi.com) was created as a simple & fun way to find out what kind of wife you want. Men could choose from 4 ‘types’ of wives – the girl next door, the assertive type, the bubbly child-woman or the modern Indian lady.  Once he makes his choice, he starts to receive daily ‘reminder’ calls on his mobile from his ‘virtual wife’ just like a real wife would do for her husband. The calls displayed each ‘wife’s’ character and would be sent to the user’s phone based on the timing he sets. Once he’s sampled all of his virtual wives, our guy could also unsubscribe from the service if he wanted by smsing ‘DIVORCE’ to 53030.
Result & Recognition
Thousands of shares & buzz on multiple platforms worldwide including Korean forums!
Print Media Coverage: Featured in TOI, HT, The Guardian & several others
Electronic Media Coverage: Picked up for a TV story by Associated Press
Winner of Mobile Campaign of the Year at WAT Awards, 2011
Winner of Media Innovation Award (Silver) at the BBC Campaign India Digital Media Awards 2011
Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-biwi-ho-toh-aisi-bharat-matrimony/feed/ 4 Case Study: Amar Prem – MakeMyTrip http://www.webchutney.org/work/case-study-amar-prem-makemytrip/ http://www.webchutney.org/work/case-study-amar-prem-makemytrip/#comments Mon, 16 May 2011 08:55:29 +0000 Shweta http://www.webchutney.org/?p=706 Synopsis
Responsible Traveler is an initiative by Make My Trip, urging people to be more responsible when they go on a vacation. The initiative includes creating awareness about “going green” while on a vacation, prevent littering, guide to environment friendly destinations and hotels etc. In this latest campaign, we create awareness about the value of historical monuments and urge people to stop desecrating such places.
When people are in love, especially the younger generation, they want to engrave their undying love for each other at a historical monument because of the place’s significance. At “Amar Prem”, people can select three historical monuments when they come to the site – Taj Mahal, Humayun’s Tomb and Charminar. After that, an exact replica of the monument appears on the website and couples can “sketch” on the image about how much they love each other.
The underlying message of the campaign was to tell people to be more responsible when they visit historical monuments and that they could instead sketch their message on the virtual version rather than desecrating the actual monument. In just a few days, the site had over 1000 new scribbles every week, successfully delivering the message about vandalizing monuments in a fun and engaging way.
Objective
Encourage people to stop scribbling & defacing Indian monuments & heritage and travel responsibly.
Strategy
When Indian honeymooners go traveling & sightseeing, they often feel the need to ‘immortalize’ their love on the walls of India’s historic-heritage monuments. Now in order to stop them it was clear that conventional communication techniques such as guilt trips or fear hadn’t worked. So we gave them something we were sure they would love – a workaround. A way to proclaim their love without harming India’s heritage.
Creative Idea
Amar Prem was born from this insight. On the website, people could ‘doodle’ on ‘virtual monuments’ so that the real ones could be spared. People could select three historical monuments when they come to the site – Taj Mahal, Humayun’s Tomb and Charminar. After that, an exact replica of the monument appears on the website and couples can “sketch” on the image & leave love messages for each other.
Result and Recognition
Half a million clicks later, it was clear that people loved the idea. Thousands of doodles covered up the virtual monuments and the buzz from the activity got the attention of mainstream media with features appearing in Hindustan Times, Afaqs and more. The campaign was reciognized widely through the following awards won:
Won a Gold at the Olive Crown Awards 2011 in the Digital Category
Won a Gold in the Digital Media Campaign of the Year category at WAT Awards 2011
Won a Silver in the Best Integrated Online Campaign at BBC Campaign India Digital Media Awards 2011
Won a Bronze ABBY at Goafest 2011 in the Website (services) category
Won a Bronze ABBY at Goafest 2011 in the Integrated Online Campaign category
Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-amar-prem-makemytrip/feed/ 0 Case Study: SongCatcher Banner – Airtel http://www.webchutney.org/work/case-study-songcatcher-banner-airtel/ http://www.webchutney.org/work/case-study-songcatcher-banner-airtel/#comments Thu, 12 May 2011 15:04:04 +0000 Shweta http://www.webchutney.org/?p=704 Creative Brief
India’s leading telecom service provider Airtel wanted to create and promote awareness while driving their target audience to use their newly launched Value Added Service (VAS) product called ‘Songcatcher’ in the music domain.
Target Audience
Young college students and corporate executives in SEC A and B who perceive music as an expression of their personality were identified as the target audience for this campaign.
Strategy
The ‘Songcatcher’ service enabled users to set any song playing around them as their ‘Caller Tune’ by just holding the phone next to the music source. The idea was to provide users the freedom to choose or select their own personal/favorite music, and customize their mobile phone’s ringtone as preferred.
We decided to invent the banner space into a music source itself. The strategy was to use multiple banner spaces to our advantage and effectively show the USP of the service.
Creative Idea
Fun, interactive, video-based, synchronized banner was created to grab eyeballs and create top-of-mind recall for the brand. Steps to use the service were displayed in an interesting manner, where one banner played the latest, catchy Bollywood tunes and the guy in the second banner reached out of the banner to record or ‘grab’ the song from the source on his mobile device.
The purpose of this banner was twofold, one to promote the service, and second to demonstrate how to use the service. The banner itself became the music source, and users could set the song playing in the banner as their caller tune right away by just holding the phone next to the sound source.
Result & Recognition
The rich media banner established once again the need for innovation and experimentation in the banner category. The clutter-breaking banner was successful on both fronts, getting high visibility and generating leads for the brand, effectively establishing brand Airtel as a leader and innovator in the highly competitive VAS market.
The banner has received tremendous national and international recognition at the following awards:
Silver at Yahoo Big Idea Chair Awards, 2010 in the Rich Media Display Ad Category
Best Telecommunication Rich media Online ad at IAC 2011
Bronze ABBY in the Best Rich Media ad category at Goafest 2011
Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-songcatcher-banner-airtel/feed/ 0 Case Study: Tanishq eCommerce Website http://www.webchutney.org/work/case-study-tanishq-ecommerce-website/ http://www.webchutney.org/work/case-study-tanishq-ecommerce-website/#comments Thu, 12 May 2011 14:57:08 +0000 Shweta http://www.webchutney.org/?p=701 Synopsis
Jewellery consumption in India has always been the bastion of old & renowned jewellery houses selling traditional gold & diamonds. However, Tanishq needed to establish itself as a modern & artistic brand that was in sync with a younger audience whose tastes and needs were quite different.
To enable convenience & showcase its range of modern designs Tanishq.co.in was created. Along with a contemporary, elegant design style we also built in robust functionality by creating a Virtual Jewellery store for Tanishq Diamond Jewellery as well as the Golden Harvest Scheme (GHS).
From comparison shopping to social shopping, the website created a new, simple & interesting way to browse & buy jewellery and resulted in phenomenal increase in sales in millions within the first 6 months!
Objective

Create an online e-commerce destination for Tanishq jewellery that not only achieves awareness but also promotes sales

Strategy

Jewellery consumption in India has always been the bastion of old & renowned jewellery houses selling traditional gold & diamonds. However, Tanishq needed to establish itself as a modern & artistic brand that was in sync with a younger audience whose tastes and needs were quite different. By combining online buying with interesting ‘collections’ experiences we set out to create a contemporary look for the brand online

Creative Idea

Along with a contemporary, elegant design style we also built in robust functionality by creating a Virtual Jewellery store for Tanishq Diamond Jewellery as well as the Golden Harvest Scheme (GHS). From comparison shopping to social shopping, the website created a new, simple & interesting way to browse & buy jewellery

Result & Recognition

Sales of over Rs 3 crores within the first 6 months of launch.

The site was built with the objective of creating a modern, exciting new shopping experience for jewellery and by achieving our sales figures we proved the value of the website for consumers

Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-tanishq-ecommerce-website/feed/ 0 Case Study: Frrunch My Tunes – Samsung http://www.webchutney.org/work/case-study-frrunch-my-tunes-samsung/ http://www.webchutney.org/work/case-study-frrunch-my-tunes-samsung/#comments Thu, 12 May 2011 14:48:23 +0000 Shweta http://www.webchutney.org/?p=697 Objective
Help consumers experience the benefits of the new Samsung Frrunch refrigerator
Strategy
Samsung’s new range of refrigerators promises to keep vegetables & fruits so fresh that you could hear the crackling sound they make when you bite into them. The product was appropriately named ‘Frrrunch’ meaning ‘fresh + crunchy’. Our task was to help consumers experience the ‘frrunchiness’ promised by the product in an exciting way that would get talked about. We realized that the sound of vegetables that go crunch on the cutting board is like music to any foodie’s ears and a testament to their freshness.
Creative Idea
And so we created ‘FRRUNCH TUNES’ – literally a way to create music from the sound of fresh & crunchy vegetables. Visitors were invited to create their personalized Frrrunch tune using a collection of 6 different crunchy sound effects tapped from 6 kitchen ‘musicians’ (Women from all walks of life) cutting fresh fruits & veggies. They could send the tune to friends and invite them to participate in the Frrunch experience.
Result & Recognition
Within a month of its launch the site got over hundred thousand impressions with 5 minutes being the average time spent on the site.
The experience of the product came alive in a fun, refreshing and entertaining way for its target audience. Since people were creating their own content, the share value of the content was greater and each shared tune brought in more buzz and visitors to the website.
The website won a Bronze ABBY at Goafest 2011 in the Best Consumer Durable Website category.
Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-frrunch-my-tunes-samsung/feed/ 0 Case Study: Commentweeter – ESPN Star Sports http://www.webchutney.org/work/case-study-commentweeter-espn-star-sports/ http://www.webchutney.org/work/case-study-commentweeter-espn-star-sports/#comments Thu, 12 May 2011 14:40:13 +0000 Shweta http://www.webchutney.org/?p=695 Synopsis

India’s first contest on Twitter, ‘Commentweeter’ (Cricket Commentator on Twitter) generated tremendous excitement and massive hype around the international cricket tournament ACL T20, and induced the TG to participate, create interesting digital ‘crowd sourced’ content and collaborate within and beyond existing social networks to win a trip to South Africa for the tournament, while tweeting live from venue.

Objective

To reach out to influential online personalities and get them talking about Airtel Champions League

Strategy

The ACLT20 (2010) had not been one of the most successful cricketing events. In order to get people talking about it and eventually watching it, we realized that reaching out to influencers who could spread the word would give the tournament much needed buzz. The challenge was finding these influencers and almost immediately we turned to twitter. If facebook is the neighborhood café, in India, twitter is the five star coffee shop. From Bollywood celebs to politicians to tech enthusiasts, we could find them all here. But any ordinary cricket promotion wasn’t going to get the attention of the ‘twitterati’. So we put them front and centre of the action and gave them the opportunity to gain even more of the stuff they always seek – influence.

Creative Idea

The Hunt for the “ACL Official Commentweeter” was launched – a simple slogan contest that could eventually get twitterati the opportunity to be a ‘commentweeter’ & tweet live from the matches in South Africa for all of their followers. All they needed to do was get as many people to ‘retweet’ and ‘vote’ for them. The idea was seeded amongst influential tweeters in the hope that their participation would amplify the buzz for the activity + a media campaign on ESPN websites helped generate awareness for the contest.

Result & Recognition

With over 20000 tweets, influencers such as @kiruba with over 50k followers participated and won resulting in huge buzz for the activity. Live tweets from these personalities during the match created renewed interest in the ACL and helped to increase viewership.

Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-commentweeter-espn-star-sports/feed/ 0 Case Study: Real Fans Youtube Contest – Airtel http://www.webchutney.org/work/case-study-real-fans-youtube-contest-airtel/ http://www.webchutney.org/work/case-study-real-fans-youtube-contest-airtel/#comments Thu, 12 May 2011 10:32:45 +0000 Shweta http://www.webchutney.org/?p=685 Objective

To leverage brand Airtel’s association with Champions League T20 we used the popular social platform Youtube  to engage and interact with the Target Audience in their natural online habitats during the ACL T20, 2010.

Target Audience
India being a billion-strong cricket-crazy nation, we were dealing with a vast and un-exhaustive target audience.
Strategy
No other sport in India can claim the position of cricket in respect to its popularity and revenue generation.
The Indian Premier League (IPL), since its inception, had ushered in a new era of club loyalty in Indian cricket fans. The fan frenzy over the 2010 edition of IPL and its massive success was testimony to the passion and intensity that only cricket had the privilege to enjoy in India. And with the recently concluded IPL, all eyes were on the ACL T20 in South Africa- hailed to be 5x bigger than the IPL, featuring the 10 best domestic clubs of the world.
Three club teams from India were taking part in the ACL T20. Unlike the IPL, where loyalty among the millions of fans was divided into 8 teams, the ACL brought the same millions of fans together rooting for the 3 Indian clubs.
The idea behind the contest was to provide a platform to the millions of cricket fans in India to showcase their enthusiasm for the teams and sport, in general, during the ACL T20 happening in South Africa. And what better platform than YouTube- the most active video sharing networking site with 300,000 odd users in India, could have been chosen to run this contest.
The confluence of cricket and YouTube, for the first time in India, was bound to spell success for the contest.
Solution/ Creative Idea
The idea was simple: Upload a video, make it go viral and stand a chance to catch the ACLT20 final live in South Africa.
The initiative invited real, passionate fans to make cheering videos for their favorite team and upload them on the ACL T20 YouTube channel. It gave fans the platform to showcase their creativity, their talent, their passion, and their madness for the game.
The criterion for awarding the prizes was based on the number of views a video received over the duration of the contest. And the top 10 video owners with maximum views were flown to South Africa, with their partners, to cheer for their teams live at the venue!
The buzz also translated into other social shores, with fans sharing video links on Facebook and Twitter. The contest picked up maximum viral mileage with fans spreading the word through word-of-mouth and other mediums, with hundreds participating and many more voting for their friends/peers to win. The whole social arena was abuzz with the excitement surrounding the ACL T20 YouTube Contest.
Result & Recognition
The ACL T20 Real Fans campaign set many benchmarks since its launch. Starting off as India’s 1st YouTube contest page, it became the Most Subscribed channel (all time & the month of September) with 500,000+ channel views in the first 30 days.
The level of interaction the brand had with its consumers and the response thus generated can be seen in the massive number of video submissions we received- over 2500 video submissions.The campaign was successful in giving fans one thing they love the most:  a platform to express their love, passion and cheer for their teams. It also effectively established Airtel as an enabler of talent and amplifier of passion for the youth in this country.
The campaign won the Best Social Media Campaign award in the telecommunication category at the IAC 2011 awards.

Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-real-fans-youtube-contest-airtel/feed/ 0 Case Study: Champions Ke Fans – ESPN Star Sports http://www.webchutney.org/work/case-study-champions-ke-fans-espn-star-sports/ http://www.webchutney.org/work/case-study-champions-ke-fans-espn-star-sports/#comments Thu, 12 May 2011 10:16:38 +0000 Shweta http://www.webchutney.org/?p=679 Synopsis

By getting fans to ‘motivate’ their favourite team by showing how their passion is behind their victories, we made them part of the ACL T20 game and emotionally invested in it. They were no longer cheering just for Mumbai Indians or Chennai Superkings, but rather for Team India and that got them interested in the tournament.

Objective

The objective was to create buzz amongst cricket fans around the Airtel Champions League T20 tournament

Strategy

The ACL had never really captivated the imagination of Indian cricket fans primarily because most of the teams playing were unknown to them. However the 2010 edition of the ACL featured 3 world-class Indian captains – Dhoni, Kumble & Sachin. In order to create buzz amongst fans we decided to leverage the idea of ‘Team India’ and present each captain as an Indian hero – a hero who was a product of the love & passion of fans.

Creative idea

A website called Champions Ke Fans was created where we invited fans to show their passion and be the ‘fans behind the man’ thus motivating the team in a way that only fans could. On the website fans were invited to upload their pictures to ‘create’a mosaic that would become the face of the captain they are rooting for. They could also leave cheers and likes for the captain thus showing their passion and becoming ‘part’ of the game

Results & Recognition
The fans become the faces behind the champs, quite literally! – All they had to do was upload their photographs for the team/captain they cheer for, and as more photographs are added by different fans, they formed a mosaic of their favorite icon!
The fans could then cheer, like, comment and share the photographs, and the site became an instant hit.
Watch the Video Case Study here:

]]> http://www.webchutney.org/work/case-study-champions-ke-fans-espn-star-sports/feed/ 0 Case Study: Jaago Re – Tata Tea http://www.webchutney.org/work/case-study-jaago-re-tata-tea/ http://www.webchutney.org/work/case-study-jaago-re-tata-tea/#comments Tue, 29 Mar 2011 11:58:11 +0000 Shweta http://www.webchutney.org/?p=636 Synopsis
Tata Tea launched their Jaago Re – meaning ‘Wake Up’ – TV campaign in an effort to wake up an apathetic nation to the issues that affect it, literally stirring up a storm in a teacup. After successfully drawing attention to important issues, it was time to empower India by simplifying socially responsible action.
The challenge was to smoothly transition from being an ‘awareness’ initiative to an ‘action oriented’ tool that Indians could use to make a real change in the country by partnering with activists & organisations who had the means to make it happen.
Strategy
JaagoRe.com was thus transformed into a community platform where individuals could partner with govt approved NGOs by easily volunteering for their services at the click of a button. From a simple website, Jaago Re became a ‘social change network’ where people could pick a cause close to their heart, find like minded people, form groups, participate in discussions, write articles and most importantly actually ‘DO’ something by volunteering for a live social project.
By providing a platform for not for profit organisations to put up social projects, and allowing site members to apply or join these projects, Jaago Re! could now provide a simple & easy way to take action.
Creative Idea
At the centre of the campaign is the website www.jaagore.com which as of today supports 10 key issues – Corruption, Education, Child Rights, Global Warming, Voting, Human Rights, Women’s rights, Health, Civic Issues, Differently Abled. Users can create their own profiles (either as individual or as NGO) by associating with one or more issues. The site then offers important features of a social network such as creating profiles, networking, creating groups and events, and contributing content such as articles & documents related to the issue that the user supports.
The most important aspect of the website is the ‘Social Exchange’ – a ‘listings’ of social projects put up by the NGOS on the website. On the Social Exchange organisations can put up all kinds of projects where people can volunteer to work from home – such as documentation work for the NGO or work onsite like teaching street children.
In order to Volunteer, users simply click the ‘Volunteer’ button which triggers an email to the NGO with details of the interested user. Since all NGOs on Jaago Re! are government certified, the whole process of volunteering becomes transparent, simple and effective.
Apart from the website, the campaign was powered by social media with communities on Facebook and Twitter supported by a blog.
Result and Recognition
Thousands of citizens have actively participated with the website and volunteers have fuelled over 200 + live projects. The online movement has received recoginition from several counters including a  Silver for Best Debut Website at Exchange for Media Digital Awards 2010, was  shortlisted at the Goafest Abby’s 2010 in the Website – Consumer Goods category, Silver in the Best Digital Brand Solution category at Yahoo! Big Idea Chair Awards and another Silver in the Best Website (Activism) category at the W3 Awards in 2010.
Watch Video Case Study here:

]]> http://www.webchutney.org/work/case-study-jaago-re-tata-tea/feed/ 4 Case Study: Indian Hatke League – Virgin Mobile http://www.webchutney.org/work/case-study-indian-hatke-league-virgin-mobile/ http://www.webchutney.org/work/case-study-indian-hatke-league-virgin-mobile/#comments Tue, 29 Mar 2011 11:56:23 +0000 Shweta http://www.webchutney.org/?p=629 Synopsis
We wanted to promote Virgin Mobile’s whacky and youthful ‘think hatke’ (think different) ideology with real time engaging content online. The challenge was to make Virgin synonymous with everything whacky, different and interesting.
It is no secret that cricket is a game that is almost a religion in this country of one billion and that it has simply overshadowed every other sport in passion and popularity. The change in venue for the IPL ’09 brought much grief to millions, who could not make it to South Africa. To offer respite from the disappointment, the task at hand was to interact with the Indian youth and give them a taste of some stimulating entertainment and sense of being part of a cricketing phenomenon in a ‘hatke’ way.
A first of its kind online concept, the IHL ran parallel to the IPL. Users had the option of playing individually or as a part of a team. Unlike other online games, IHL followed a tournament structure scheduled on the same lines as the IPL. Each IHL game stayed active for 12 hours. The cumulative score of all the users of one team vis-à-vis the cumulative score of all the users of the opponent team, decided the winner between the two.
As IHL was a direct spoof of IPL, similar content was created to engage the user on the site. A 10 episode animated talk show called “Ziddu and Inzoo” (spoof of the famous cricket personalities Navjot Sidhu and Inzamam Ul Haq) was created where the hosts took digs at the current happenings of the IPL. What’s more, caricatures, screensavers, flash games, wallpapers, mobile content and funny animations of all the popular and in-news players, teams and team owners etc. were created to offer greater interactivity and entertainment.
The success of this 40-day activity led to its extension to the ICC T20 World Cup that started a fortnight after IPL.
The campaign won a Gold for ‘Best Integrated Digital Campaign’ at Exchange for Media Digital Media Awards 2010.
Watch the Video Case Study here:

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