Creative Execution

Given the rapid growth on online video consumption in India, especially in the TG, we decided to partner with YouTube and leverage their new live-streaming capabilities to bring the launch to consumers everywhere. In an industry first in India, we created a live stream channel on the platform with a homepage masthead banner and streamed the event live, aiming to achieve the highest views for any brand campaign on YouTube in a single day.

Within 24 hours of launch, close to 1.037 mn views were recorded hugely surpassing the 750,000 planned, reaching a million unique users. An estimated 276,302 minutes of video were watched. The YouTube masthead and mobile roadblock reached over 5Mn Unique Users. All of these drove cost efficiency and won us a saving of 32.5% on CPV.

Toni&Guy wanted to launch in India as a brand that is a class apart and amplify its digital launch to propagate its Hair Meet Wardrobe philosophy – highlighting their association with fashion. They wanted to go beyond regular PR to highlight their star-studded launch, scheduled on the 7th of August, 2013. The insight that the affluent and cosmopolitan TG of the brand were very tech savvy and always on the go, led us to thinking of ways to bring the star-studded launch to them, live, instead of having them glance at it in a newspaper or on catch it on TV the next day. We needed to drive a lot of buzz around the one day, star-studded brand launch. We needed scale and impact to reach as many users as possible at the same time. We married media and technology to create a campaign that would help us achieve this.