Britannia went an extra mile to engage with young audiences in India through #TicketToFilmfare for the 60th Britannia Filmfare Awards 2015 that were held on January 31, 2015.
Riding on Bollywood films as one of the staple entertainment options in the country, the digital campaign, created and produced by Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, is a quirky yet filmy take in a bid to establish Britannia’s association with Filmfare Awards 2015, as an entertaining and fun brand.
The digital campaign communication focuses on drama, filminess and the desire to be a part of the Filmfare Awards live event, which comprises ‘Kis Maa Ki Prarthana Hogi Safal? Kaun Jayega Britannia Filmfare Awards – Kishen-Kanhaiya, Sita-Gita Ya Karan-Arjun?’ and ‘Kaunsa Chella Hoga Kamiyaab? Kaunsa Boss Jayega Filmfare Awards – Mogambo, Munna Bhai ya Gabbar?’
The campaign pillars include content marketing and display ads, across digital platforms, and extensive push through social media on the Filmfare brand page and product pages of Britannia Good Day and Nutri Choice page, extensively promoting #TicketToFilmfare.
The digital activation which started early January 2015 went on till January 29, has been garnering massive mass engagement, especially through Facebook, amplifying awareness levels and participation.