Challenge & Objectives
Challenge: To break the clutter and be relatable on every topical opportunity.
Objective: To maintain the brand proposition of being Krazy, and yet generate shareable content.
Creative Solution
Popular public sentiment cased in a rhyme scheme has higher retention value. Hence, we came up with different types of ‘Dohe’ – relatable content packaged in a couplet form.
Strategy & Execution
Singles Ke Dohe
While most brands celebrated ‘love’, we made singles fall in love with our content. We stuck to our brand proposition of being krazy and off-beat to bring ‘Singles ke Dohe’.
![4 (1) 4 (1)](https://www.socheers.net/wp-content/uploads/2021/04/4-1-400x400.jpg)
![3 (2) 3 (2)](https://www.socheers.net/wp-content/uploads/2021/04/3-2-400x400.jpg)
![1 (2) 1 (2)](https://www.socheers.net/wp-content/uploads/2021/04/1-2-400x400.jpg)
Quarantine Mein Phasa Shayar
Lockdown was an opportunity to reintroduce the Dohes. Dalgona to Ludo to Zoom calls, we addressed the most popular public sentiments via a set of shayaris under the pen name of ‘Quarantine mein phasa shayar’.
![Qurantine mein phasa shayar_with bottle2 Qurantine mein phasa shayar_with bottle2](https://www.socheers.net/wp-content/uploads/2021/04/Qurantine-mein-phasa-shayar_with-bottle2-400x400.jpg)
![Qurantine mein phasa shayar_with bottle5 Qurantine mein phasa shayar_with bottle5](https://www.socheers.net/wp-content/uploads/2021/04/Qurantine-mein-phasa-shayar_with-bottle5-400x400.jpg)
Dosti Ke Dohe
Friendship’s Day – a marketer’s home ground. How do we stand out? We wrote short narratives that describe funny, witty and modern-day friendship. ‘Dosti ke Dohe’ included the most in-things like Netflix, PUBG etc.
![BOTM _ DostiKeDohe5 BOTM _ DostiKeDohe5](https://www.socheers.net/wp-content/uploads/2021/04/BOTM-_-DostiKeDohe5-scaled-400x400.jpg)
![BOTM _ DostiKeDohe4 BOTM _ DostiKeDohe4](https://www.socheers.net/wp-content/uploads/2021/04/BOTM-_-DostiKeDohe4-scaled-400x400.jpg)
![BOTM _ DostiKeDohe1 BOTM _ DostiKeDohe1](https://www.socheers.net/wp-content/uploads/2021/04/BOTM-_-DostiKeDohe1-scaled-400x400.jpg)
Impact OR Results
Quantitative
Cumulatively the campaign helped us reach 610K+ people with 835K+ impressions. Engagement wise we garnered 2200+ saves and 54.8K+ likes.
Overall followers increased by 308 people during these campaigns.
Qualitative
Over a period of time, we changed the brand’s tonality/perception to a fun, quirky, krazy and youth-centric brand. Post the Dohes we have noticed people anticipating the Krazy twist in almost every post that we do.