Mirchi, receives three prestigious awards during the 10th ACEF Global Customer Engagement Forum and Awards, for their campaign innovations and marketing efforts. It bagged two golds – ‘Most Creative Mobile Marketing Campaign’ and ‘Most Effective Campaign on Non-Tradition Media’ for Gulf Oil’s Jamoora Tesan Campaign. Mirchi also won a bronze in the ‘Best Use of Celebrity Endorsement in a Digital Marketing Campaign’ category for Gulf Oil and Filmy Mirchi’s Street Dancer Challenge campaign.
Founded in 2012, the ACEF Global Customer Engagement Forum and Awards is guided by the Advisory Members from Branding, Marketing and Creative Agencies based in India, US, Australia, Singapore, UAE and Sri Lanka. It aims to recognize innovative and effective client solutions, throwing light on the importance and the magnitude of the final solutions outreach.
With a rich jury panel of global industry leaders, these entries are filtered through a 360-degree lens, awarding the best and the most impactful campaigns. This year the Award ceremony took place on 30th April, on the virtual platform of 24Frames Digital.
For Gulf Oil’s Jamoora Tesan campaign, Mirchi created a voice solution using a missed call service targeting mechanics, truck drivers and farmers who own tractors. The Jamora Tesan campaign ensures that the brand stays connected with their TG on a regular basis which otherwise is very difficult via traditional media.
Through a hyper-customized solution strategy and a uniquely crafted content strategy, Mirchi has not only created a two-way engagement with Gulf Oil’s target audience but also increased the brand’s top of mind recall along with highlighting the brand promise. With innovative strategies like creating infotainment based content and accessible on-demand content free of cost, Mirchi deployed unique initiatives for the campaign.
The Gulf Oil Street Dancer Challenge was another integrated campaign curated by Mirchi for the co-promotion of Shraddha Kapoor and Varun Dhawan’s movie ‘Street Dancer 3D’. The Street Dancer Challenge – A dance hunt took India by storm and was conducted in 21 cities with multimedia touchpoints of radio, digital, TV, print, hoarding, digital influencers, and road shows.
After shortlisting the top 5 finalists, the on-ground finale was judged by the two movie stars as well as the choreographer of Street Dancer 3D themselves. The winner got a chance to feature in a dance video with Shraddha Kapoor and Varun Dhawan which was hosted on the T-Series YouTube platform.
Mirchi’s multi-platform and hyperlocal approach enabled the campaign to receive 2773 dance video entries and get an overall digital reach of over 100 million audiences.
Nandan Srinath, Executive President, Mirchi, said, “Mirchi enjoys an unparalleled reach and engagement across its platforms. With a country wide reach and an ancillary of multi-format content, we are well equipped to provide hyperlocal, multi-platform and customized solutions. Thus, our efforts for both campaigns with Gulf Oil, not only focused on the process of message delivery, but also the content strategy.
“Giving the target audience what they want and what they need while simultaneously plugging in the brand was our key motive. These wins are an important milestone in our digital transformation journey. We are therefore honored to have received the awards from the ACEF Global Customer Engagement Forum and Awards and proud of the recognition that this brings,” Srinath said.