With evolving urbanization, GIFTING as a behaviour was on a decline as people were not celebrating festivals socially as often. The goal was to identify a cause big enough to urge urban India to step out of their social-media stupor and bring back the spirit of Diwali.
And we found just the cause. The Indian Army spend their lives away from family and festivities just to ensure that we celebrate our special moments in peace. So we decided to 'Take Celebrations along' to the Indian borders and thank them with a Diwali Celebration. Our idea was to enable ‘people-powered-storytelling’. As the enablers of happiness, we created #LeChaloKhushiyaan - a journey of millions of gifts & wishes stitched into a story, by earned media. As messages poured in, the buses traveled towards the borders carrying the heartfelt wishes of the nation. The movement of the buses was updated on a real-time basis on our Facebook tab. These messages were delivered along with Cadbury Celebrations boxes. Thus we engineered a real-time journey of people’s wishes across the country with Indian borders as their final destination.
The campaign pulled in celebrities to participate at Zero cost owing to the nature of the idea, drawing PR mileage worth nearly 8Cr INR. The campaign hashtag organically trended thrice nationally on Twitter, once on the penultimate business day, reaching 41Mn timelines thus ensuring high visibility.