Mastercard and Citi India appeared to have cracked the Diwali marketing campaign code

The video is the proper cue to welcome the season of festivities. Citi India and Mastercard have a novel approach of incorporating the festive season into their communication- one thing most manufacturers don’t. It could be secure to say {that a} music and dance routine is one thing that’s uniquely, if not solely, Indian in nature. Our tradition, mixed with the character of the content material we eat, units our commonplace for content material aside. That is what makes the Citi Mastercard collaboration stand out a lot.

Listed here are 3 the explanation why the Citi -Mastercard marketing campaign is one like no different.

1. Instagram as a dominant area for Communication

Instagram was on the forefront of the marketing campaign. Tales from varied influencers like Shivesh Bhatia, Sakshi Sindhwani and lots of extra had been put up throughout social media to fire up the dialog across the thought: Celebration Uninterrupted. Then the core marketing campaign piece was put out: a music video that includes Hrithik Roshan and music by Shankar Mahadevan. The video is the proper cue to welcome the season of festivities. The video was posted by the model pages, as effectively on Hrithik Roshan’s web page.

2. Personalised Give attention to the Artists

What made the marketing campaign actually stand out is the truth that it built-in Citi India Mastercard because the enabler of excellent occasions, in a approach that was personalised and distinctive to the traits of the influencers. For instance, Shivesh Bhatia, baker extraordinaire and influencer, had the marketing campaign thought of ‘uninterrupted’ woven into his feed publish for the campaign- the video additionally featured his canine, Yoda, which helped his viewers join much more with the content material. This personalization was adopted by means of and thru with the lengthy checklist of influencers hooked up with this marketing campaign: together with Kamiya Jani, Rohina, Arjun Kanungo. Using the distinctive traits of those influencers helped the manufacturers grasp on ardour factors most of us may relate to: be it about retail or journey, meals or trend. The relatability issue introduced the viewer nearer to their very own experiences with respect to what they had been watching.

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