The Campaign

Digital branded content is gradually gaining momentum in India, with only a handful of brands that have venturing into the space. India has been exposed to branded content in the past, but digitally speaking the space is still realizing its true potential.

Results

With the launch of Intel’s new Look Inside campaign, we thought of introducing the concept of video branded content to support the campaign. Intel is a brand known for its constant innovation, for pushing the envelope and looking beyond, looking inside. Extending this thought to avenues where people get a glimpse of innovation by looking inside was the main objective of this digital campaign. Create branded content for a premier brand that would get recognition, drive the brand identity and enhance the premise of the campaign. Create a series of videos that ‘Look Inside’ various walks of life and bring to life the power of innovation. This video was creafted, scripted, written and produced with innovative film makers and vision, with the intention of being clutter breaking and premiere in terms of messaging and production. Using Mumbai’s infamous slum dwelling, Dharavi seemed the obvious start, as that fitted the overall though of Look Inside. Adding the human touch element gave the video a new dimension of realism and lent itself to the story being told through the video. The video focused on a team of locals who started a venture, that informed educated and conducted tours within the local slum, showing off the businesses, daily workings and innovation that took place when one looked inside the world of Dharavi.

Emotional, drama and comedy are the chords that resonate with audiences in India. Using the former, we were able to attract audiences and receive a positive response through the content created. Drawing the emotional connect, amplifying it through the story and ultimately tying it back to the Intel brand proposition drew not only the brand but the viewers mind through the full circle making it a successful campaign.

The campaign was met with tremendous appreciation and the elements nascent to India’s cultural footprint were amplified manifold through Intel’s interpretation. In one month, the video garnered over 300,000 unique video views organically.