A digital marketing campaign is an online marketing strategy put forward by a brand or company to drive engagement, conversions, traffic, or revenue for growing their leads. The campaign ties in with the overall goals of the organisation.
A company’s online marketing strategy to implement a marketing strategy across various digital channels offering an opportunity for customers to get associated with the product and service is a digital marketing campaign.
As 2021 comes to an end, it’s time to look back at the good messages of the year which brands have presented.
Here are some of the best video marketing campaigns from Indian brands that created a sensation on social media platforms.
1. Cadbury: Not just a Cadbury ad
The pandemic had hit high on the Indian economy. While the big brands got back on track with their huge marketing budgets, it can't be affordable for everyone.
The 2.18-minute hyper-local personalized campaign features Bollywood star Shah Rukh Khan who is seen promoting a local cloth merchant, shoe shop, electronic store, and the nearby Kirana shop. The ad showcased around 7000+ stores across 34 mn consumers in two weeks.
Ogilvy crafted the ad and got loved by consumers so that they support the local shopkeepers to help boost their businesses. The ad went super viral across social media and got more than 1.37 million views on Youtube.
Brand mentions went up and positive sentiment rose to 85%+.
2. Amul Macho: Female gaze is OK
The men’s undergarment brand came up with an ad campaign for Macho Sporto this year. In the brand's own words, the ad is "a commitment to legitimizing the female gaze”.
It features south actress Rashmika Mandanna and Bollywood actor Vicky Kaushal. The former plays a fitness instructor who can't help gazing at her student Kaushal who is incidentally wearing Macho Sporto in class. He catches onto her playful efforts and obliges her requests every time in that scene.
The ad, conceptualized by creative agency Leo Burnett and promoted by media agency Madison Media Omega, has received more than 18 million views on Instagram in two months.
3. Dove: #StopTheBeautyTest
From body shaming to skin color biases, there’s a lot that happens in the Indian matrimony space but Dove has been challenging these norms through its series of campaigns with a strong social message-physical appearance doesn’t matter today showing this once again questioned these ‘norms’ and underlined its ‘Real Beauty’ stance with this campaign by Ogilvy, a powerful adaptation for the audience.
The Ad has got more than 31Million views on Youtube
4. Facebook: Pooja Didi
Showcasing of the Indian economy during the lockdown was best captured in this story from Facebook, as was the message of hope for the audience. While celebrating a huge-hearted young woman employer in testing times, the film by Taproot Dentsu highlighted how one can reach out to the many unorganized sector workers who had lost their livelihoods.
“The ad was a great call for support without being preachy”, feels Lloyd Mathias, Business Strategist and Marketing Expert who was former Marketing Head of HP Asia; Motorola India, and PepsiCo.
The campaign has got 28 million views on the Youtube platform.
5. Truecaller: Shabd
In India, 1 woman falls victim to stalking every 55 minutes, and sadly, it's true but the huge problem isn’t addressed, not on prime-time nor on any other person. Truecaller with its ad campaign ‘Shabd’ reinforced its stand against harassment and stalking. The ad urges women to take action again and stand for themselves.
Truecaller's film showcased the story of a speech-impaired woman who proves one doesn't need a voice, but the will to speak up and take action. Earlier in the year, the brand came up with its mainline campaign talking about the issue of phone harassment women face.
Abhinaya Anand, the film's main cast, also happens to be a speech impaired actor. The film has been ideated and conceptualized by Wirality Media and produced in collaboration with M.O.M. (Mortals On Mission) Content Studio.
The campaign has got 2.5 million views on the Youtube platform.
6. Bhima Jewellery: 'Pure as Love'
The ad shows the journey of a transgender woman through jewelry. Delhi-based creative agency Animal’s latest ad for 96-year-old brand Bhima Jewellery, which has titled 'Pure As Love', features the story of a transgender person's life.
The ad shows the journey of a man’s transition to a woman – with jewellery playing an important role in taking the narrative forward. The video ad has got around one million views on the Youtube platform.
“It was a watershed and hearted moment in the history of jewellery ads. The bold ad depicting the journey of a trans woman with the full support of her family was path-breaking and arresting. The setting and production values were outstanding and the product integration wonderful,” says Lloyd Mathias.
7. Tanishq: #WhenItRingsTrue
Tanishq came up with a campaign for extraordinary engagement rings; the ad showcased the special relationship between the couples. The campaign has got around 4 million views so far.
The 90-second video brings heart-warming feelings among couples about engagement and its bonding of togetherness and trust were represented pleasantly, grabbing the attention of couples to purchase diamond rings on their special day.
The ad gained a huge view and likes across social media with around 4 million on YouTube alone.
8. Thums up: #PalatDe campaign for Olympics
Coca-Cola’s homegrown brand Thumbs Up’s digital marketing campaign on India’s entry on the 100th year of the Olympics, salutes, celebrates, and motivates the sportspersons with the message ‘Toofan Wahi jo sab palat de’.
The leading beverage brand roped Mariyappan Thangavelu (High jump), Sakina Khatun (Powerlifting), Suyash Yadav (Swimming), Navdeep (Javelin throw), Sumit Antil (Javelin throw), and Avani Lekhara (Shooting) for the emotional campaign launch the story of strength ruled the social media platforms for abundant likes and views.