One TVC that struck my mind and emotions while watching the first ODI between India and New Zealand, was the #NayiSoch TVC by Star Plus. The obvious reasons were – 1) It featured M.S.Dhoni, Virat Kohli and Ajinkya Rahane, 2) It had a very emotional message that an individual derives identity as much from one’s mother, as much from one’s father, 3) Simple campaign hashtag to remember – #NayiSoch. A quick search on Google led me to this article on Business Standard that detailed out the reason behind this campaign by Star Plus. The timing of campaign is absolutely bang on with the India vs New Zealand cricket series. And not to ignore the agenda of the campaign, which emphasizes that ‘women are today opening up endless possibilities for themselves and for generations to follow’.
Digital Campaign of #NayiSoch
If I keep aside my digital marketer hat and empathize with a TV viewer who just encountered the TVC, I believe 9/10 viewers would first search Google with search terms related to ‘#NayiSoch’. I did the same, as I myself wasn’t aware about the purpose behind this campaign. The Google Search Trends also, prove the same.
Surprisingly, Star Plus wasn’t running any Google SEM campaign on such a high potential campaign. However, there were couple of news articles that covered this campaign. Then, I moved to Twitter (my ideal destination for research!) to find out what was going on. Well, this time I wasn’t surprised to see a Promoted Trend (paid Twitter trend) on campaign hashtag – #NayiSoch by Star Plus, leading to the campaign video.
— STAR Plus (@StarPlus) October 15, 2016
While I proceeded to YouTube to search for other videos of the campaign, noticed the YouTube masthead. So, Star Plus backed their TVC with two high impact properties, one each on Twitter and YouTube.
Twitter Campaign – #NayiSoch
I was super impressed with the campaign concept and branded content. As I tweeted about it, I instantly received the reply from Star Plus. We have many a times seen such automated reply featured adopted by brands in the past.
— STAR Plus (@StarPlus) October 16, 2016
The major Twitter integration comes into picture once the user clicks on the above link in the reply tweet from Star Plus. The first click on the tweet, diverts to the campaign landing page that explains the details about the future steps.
So, it asks for user’s mother name, which will be featured in the customized Profile Picture. The user’s cover image would be changed to the one featured here. Also, the user can choose a jersey number. The next step is of Twitter authentication, post which user’s Profile Image and Cover Image gets changed.
If you would like to try it, you may do it here. Now, did I like the Twitter campaign?
My thoughts on #NayiSoch Campaign
The combo of Twitter Promoted Trend, a branded video and an innovation by leveraging Twitter API was all brilliant on face of it. However, I am not sure if users would end up flaunting mother’s name on the Profile Image and Profile Name. Twitter is a semi-professional platform for many professionals and a change in Profile Name would be considered as a potential risk in losing one’s identity (or being found when people search by their regular name). The campaign concept is well appreciated, however our identities won’t change overnight with such campaigns. Hence, even I revoke access to the #NayiSoch Twitter application and corrected my name from ‘Anandan Vasanthi’ to ‘Anandan Pillai’.
My digital identity or otherwise that is established as ‘Anandan Pillai’ for last 34 years can’t be changed with couple of clicks! I wouldn’t have thought twice using the same on Facebook, but Twitter at least to me is a professional platform, where I see a huge risk in such change of identity even for a short duration. Even if some people in the heat of emotional moment stick to their changed Profile Name and Profile image, it needs to be seen to what extent it lasts. For me it lasted not more than 5 minutes!
But, if you ask me did the campaign do well in garnering word of mouth, I bet, it did to a great extent. And the below metrics speak for themselves. Also, here is another campaign that establishes the fact that this generation is active on mobile, while they are watching TV! What are your thoughts on the campaign?