Vi (Vodafone) #BeSomeonesWe | Spotify

Problem Statement: GenZ is considered to be the loneliest generation there ever was. The “Be Someone’s We” campaign for Vi encourages youth to strengthen their relationships by staying connected, positioning Vi as the enabler of meaningful connections through its services. How can Spotify join the party here in a meaningful way?

Insight: As per Spotify's research, songs with higher valence, danceability and tempo increases dopamine levels and enhances your mood.

Idea: With the help of Spotify's interactive audio-visual innovation that uses the platform's ML intelligence to evaluate users' listening behaviour -- The Stage, Vi conducts a “vibe check” to identify the happiness quotient of people’s music listening on Spotify scored based on factors like the valence, danceability, and tempo of music they’ve been listening to and suggests to them 'happier' playlists that will Be Their We and turn them into happier people! That’s not all.. they also get a chance to share their playlist forward with their loved ones, connect with them and Be Someone’s We (in the true sense of the term!). Campaign was amplified via intriguing influencer/KOL and artist videos across social media.

Royal Enfield | Spotify

Problem Statement: India’s youth culture thrives on exploration, whether through music, adventure, or self-expression. However, there is a gap in creating immersive experiences that combine these elements in a way that resonates with their adventurous spirit.

Insight: Both Spotify and Royal Enfield understand the exploration mindset that drives today’s youth—whether it’s through music or motorcycling. This shared vision of adventure and self-expression presents an opportunity to create a deeper connection with young, culturally attuned audiences by merging their passions for music and riding.

Big Idea: The partnership between Spotify and Royal Enfield celebrates the culture of exploration by blending music and motorcycling in immersive offline experiences like RADAR, Rap 91, and Motoverse 2024. These events highlight emerging indie, pop, and hip-hop artists while integrating Royal Enfield’s motorcycles, offering unique ways for youth to experience the intersection of music, self-expression, and adventure. With the help of Spotify's interactive audio-visual on-platform innovation that uses the platform's ML intelligence to evaluate users' listening behaviour -- The Stage, RE created hype for the upcoming offline events and were maped to the perfect RE bike to take them to the event.

Goibibo | Spotify

Problem Statement: Level up a campaign through personalization, and harness both Spotify’s data and dynamic audio capabilities.

Insight: A major nostalgic throwback can achieve new resonance with listeners by personalising ads based on location, mood, moment, and mindset.

Big Idea: Created multiple personalised iterations of superstar Kareena Kapoor suggesting travel destinations to book off Goibibo, in the trademark fun, sassy style of a cult character from her film, using dynamic audio capabilities on Spotify that targets users based on their current landscape, in real-time.

Amazon miniTV #YoungJantaKoYahiMangta | Moj

Problem Statement

The aim was to create awareness for miniTV on the Amazon shopping app, along with its various show offerings.

Idea

Designed a lens that encouraged users to participate in the hashtag challenge promoting miniTV's various shows by mapping each personality type to a different show and in a visually engaging way letting users locate the placement of miniTV as part of the lens. Campaign was amplified by celebs and mega influencers who participated and set the ball rolling. Also seamlessly integrated the "miniTV head-bob" as part of the activity and turn it into a hookstep, along with the jingle turning into an earworm.

Result: The campaign over delivered at 4.5x

1.3 Bn+ views achieved
1.05% Engagement

Snapchat | ShareChat

Problem Statement: With Snap trying to expand their foothold in tier 2 and 3 towns, a key challenge awaited them - how to make the app relevant to a regionally rooted audience in Bharat?

Idea: Being true to the central ethos of Snap - to make communication fun for all - we devised a fresh take on the product where a desi twist was given to Snap's top filters and features and adapted to culturally releavant insights for 6 Indian languages. Making this the first time Snap went truly regional in their marketing approach (with top regional influencers to amplify the message) to reach out to a whole new set of untapped audience waiting to Snap away.

Spotify #SpotifyOnTohMazzaOn | Moj

Problem Statement: To get users to explore the different genres of music on Spotify and consolidate Spotify’s positioning as a market leader by establishing the communication “MUSIC = Spotify”.

Idea: We designed a Lens based hashtag challenge where users get a chance to show off their singing skills basis the Spotify song that appears on the screen as a result of their current mood. The lens was amlified via an influencer activation campaign to accelerate maximum user participation. This was an opportunity for Spotify to display their range of diverse songs and genres available to play on the app in the fun format of a Lens.

Result: The campaign over delivered at 13.8x

7.6 Bn+ views achieved
603k+ UGC creations

SUGAR Cosmetics #GetReadyWithSUGAR | Moj

Problem Statement: To get people to virtually try out the different SUGAR products via a fun interactive lens and build brand salience, establishing SUGAR as the one-stop-shop for every woman’s makeup needs.

Idea: We designed a lens based Hashtag Challenge (amplified by celebs like Daisy Shah and other mega influencers) where users get a chance to show off their SUGAR look using their finger as a virtual lipstick/blush/eyeliner. This was an opportunity for SUGAR Cosmetics to display their range of products and shades in the fun format of a Lens.

Result: The campaign over delivered at 7.2x

5.8 Bn+ views achieved
16 Mn+ shares

Ariel #ShareTheLoad | TikTok

Problem Statement: Take a hard-hitting issue of the #ShareTheLoad campaign to a newer audience on TikTok, while being native to the platform, without diluting the strong message of the original campaign.

Idea: Since the campaign went live in lockdown, it was a great time to ask men (held captive at home) to learn the basics of laundry and help the women in the house out. It was a seamless extension of the idea that laundry is not just a woman's job. As part of this campaign, male celebrities and influencers went the extra mile to show solidarity with the women in their lives, but all this was done in fun, classic TikTok style.

Result: Onboarded P&G on TikTok with the Ariel campaign.

5 Bn+ views
12.58% engagement

Zee SaReGaMaPa #FamSingAlong | TikTok

Problem Statement: Idea was to create buzz around the new season of the show by recreating the experience of being the star of a reality show virtually.

Idea: Everyday people - solo and along with friends and family, participated in this challenge, where they had to complete a random song that pops up on their screen and get gratified with a score.

Result: The campaign helped break the perception for brands that TikTok was a GenZ only platform, thereby helping sales onboard clients with a wider demography.

Cipla's Omnigel #DardKoJaddSeMitao | TikTok

Problem Statement: To make an OTC brand land on a young platform like TikTok and break the category perception of it being boring.

Idea: Ride the wave of an organic TikTok trend and reinterpret it for Omnigel. A huge part of the original trend was it's association with bending the waist, which aligned well with the product USP of curing backaches and other body pains. Voila! A campaign was born. The campaign was amplified by key influencers, which was then followed by users participating in huge numbers, some even buying the product off the shelves just to use it as a part of the challenge!

Result: The campaign became a global case study on how to adapt an organic TikTok trend and make it work for your brand.

3.6 Bn views
10.2 % uplift in awareness