The BMW Ultimate Test Drive Surprise

Around the end of 2013, BMW approached Webchutney with the intent of doing an interesting viral video to promote the various financial schemes being offered by its financing and leasing arm, BMW Financial Services.

So we got right to it. I was really enthused about the brief, as I’m a gigantic car nut. So over multiple rounds of ideation and feedback from the client, I came up with a bunch of ideas.

Finally, in one session, I floated the idea of the BMW Surprise Drive, a prank-vertising viral. My seniors were very supportive and asked me to expand on the idea. I wrote out an initial draft and it was sent to the client, who liked it immediately.

Over the course of a few months, I polished and amended the script until it reached an advanced stage. We held meetings with the client and several production houses and finally decided on Off Road Films.

The video was shot in December and released on January 28th, 2014. Till date, the video has garnered more than 190,000 views and is still going strong.

This project was an incredible learning experience. It was a great delight to see something you’ve worked on so hard come to life.

Here’s the video;

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MAX Count Your Blessings

Max India wanted to tell its fans that happiness can be both big and small. It wanted to tell its fans that happiness is something to be treasured. To convey to their fans how beautiful life is, we created an innovative and heart-felt video which leveraged the power of Facebook to tell a wonderful story.

The Facebook Connect video was made live in October 2013. It pulled out all the best events and personal information from a user’s timeline and integrated them into the video. Users saw how they were blessed with family and friends, how they had a great time at college and much more. The app was very popular right off the bat and was enjoyed and both fans and others users alike.

I was deeply involved in the conception, copy and execution of the project. This was one of the great examples of how copy, design and servicing can come together to take a project form good to awesome.

Here are a few images from the video.

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See it for yourself!

https://apps.facebook.com/maxindiacyb/

Bacardi Walk the Line

The Challenge

Drunk driving has always been a bad idea. Bacardi wanted to make its patrons aware and responsible while enjoying a night out, without sounding preachy.

The Solution

We teamed up with Bacardi and gave an age old sobriety test a fun new digital twist.

We created Bacardi Walk the Line. After a night of laughter and revelry at Lemp Brew-Pub, Gurgaon, patrons were asked to prove whether they were sober enough to drive or needed a chauffeur.

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All they had to do was walk for a certain distance on an elevated strip towards a screen that beckoned them forward. Lasers on either side of the strip detected if the users lost their balance and advised them to take a cab home.

For this project, I was involved in quite a bit of copy work for the event’s promotion and tone of communication. It was my first experience doing work at the forefront of experiential marketing. Of course, the greatest bit of fun was being at the activation itself. Yep, good times…

The Results

The activity was an instant hit. 80% of the patrons at the club walked the line. 85 chauffeurs were provided. Bacardi received lots of coverage and P.R through earned media worth millions of rupees.

Here’s the Walk the Line Case Study by Webchutney

BudStation

The Brief

Budweiser wanted a creative engagement platform through which it could interact with its fans and reward them for their loyalty towards the brand. It wanted to increase participation and traffic on its Facebook page. But just any run-of-the-mill contest was not going to do.

The Solution

The idea was to make this interaction interesting so that people would come and share their ‘Great Times’ with friends and ‘Epic Party Moments’ and earn rewards for it!

We created BudStation, an innovative contest that gamified sharing by introducing a competitive point system, a leader-board and even badges. The app played on the themes of epic celebrations and anticipation.

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To address the challenge of getting people to stay active on the platform and keep participating, a mechanism of constant rewards and achievements was instituted into the app.

Even if someone won a prize, the rest of the participants still had a lot to keep playing for. Everyone had an even chance of winning the grand give-away, a trip to Las Vegas.

Great times were also shared on the go with the BudStation Mobile Site.

The BudStation WAP Site

The BudStation WAP Site

So although this concept had already been explored by Webchutney in the past, I was intimately involved in re-jigging and fleshing out the concept and bringing it to it’s final avatar. Later, under the guidance of my very helpful and epic seniors at Chutney, I handled copy, ideation and social media for the project.

The Results

Through the course of the campaign, the app received 10166 entries, 15000 page visits and 100000 page views. Engagement went up, fans poured in and Budweiser came to be firmly associated with “great times.”

Here’s the BudStation Case Study Video by Webchutney

Eristoff Corporate Website

Eristoff Vodka is one of the most popular and profitable brands under the Bacardi banner. However, Eristoff did not have a dedicated digital presence in India.  Thus, we were tasked with creating a singular and integrated online destination for Eristoff Vodka.

One of the major challenges for the website was communicating the brand’s message of the “wolf-pack. “ It had to be executed in a way that brings out the edgy personality of the brand.

We also had to introduce and promote their television series titled “Bring on the Night” for which they had tied up with MTV. We had to build traction for the show online and introduce the cast and premise of the show in an interesting and off-beat manner.

We chose to create the website around the “evolution of the night.”

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We used a host of innovative ideas to distinguish the website from the rest of its ilk and meet the challenges posed to us by the brand.

The website goes on to trace the evolution of the night. The backdrop of every page changes to different points in the night of the party-goer; from subways to highways, from parking areas to hip joints.

The site features a tile based interface which allows for efficient prioritization of information. Any event or site section can be highlighted or pushed to the background as required.

The website is accessed through an innovative time lapse video mechanism. The user has to drag the hands of a virtual clock to 7 and “bring on the night”, quite literally, through a time lapse video.

The time-lapse video showcases the iconic vistas of our major cities in a transition between the humdrum of the day to the edgy excitement of the night.  This feature of the website is geo-tagged. For example, a user in Delhi will see a time lapse video of India Gate and a user in Mumbai will see one of Marine Drive.

To introduce the BOTN show and its cast, an interactive scroll video was created. Users could use their keyboards or mouse scroll to navigate the video.

The website was received extremely well by Bacardi. The client congratulated us as he informed us that the site received rave reviews from their global team. The site continues to perform well and is evolving with the needs of the brand.

The Website: http://www.eristoff.co.in/

The Eristoff Corporate Website Case Study by Webchutney.

Sansui Cricket ke Dushman

This was my first campaign will always have a special place in my heart. I had just joined Webchutney, a dreamy eyed Copy Trainee looking to learn the ropes and make a mark in an exciting new medium.

It was April 2012 and the 5th season of the Indian Premier League was about to begin. Sansui came to us with a simple brief, to leverage IPL fever to promote their range of consumer electronic products through a funny and endearing digital campaign.

We set out to identify the enemies of cricket. We exposed the

CRICKET KE DUSHMAN

The hero of the campaign was the unassuming cartoon character Saajan, who symbolized the passionate yet unfortunate cricket maniac.

The campaign followed Saajan’s misadventures on Sansui India’s Facebook page (https://www.facebook.com/SansuiIndia) through comic strips as he dealt with the “Cricket Ke Dushmans” in his life and tried to catch the IPL on his Sansui T.V.

Under the wonderful guidance of my seniors;

I collaborated with my friend and fellow Copy Intern Sonali Mushahary to conceptualise and flesh out Saajan and the “Cricket ke Dushmans.”

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Hunkered down to script the comic shorts.

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And even wrote a spoof of the famous song “Tayyab Ali Pyar ka Dushman” to give it a Cricket ke Dushman twist. The song was recorded and uploaded on Sansui India’s Youtube channel and cross promoted on Facebook.

The campaign delivered in spades as fans and engagement on Sansui India’s page reached new highs. And me, I got my first taste of digital advertising, and indeed, of Webchutney.