Silver Spike

Case Film

Presentation Board

CategoryE01. Social
Entrant Company OGILVY & MATHER INDIA Mumbai, INDIA
Advertising Agency OGILVY & MATHER INDIA Mumbai, INDIA


Name Company Position
Rajiv Rao Ogilvy&Mather India National Creative Director
Abhijit Avasthi Ogilvy&Mather India National Creative Director
Kiran Antony Ogilvy&Mather India Group Creative Director
Shahrukh Irani Ogilvy&Mather India Senior Creative Director
Jigar Fernandes Ogilvy&Mather India Copywriter
Parth Gadhia Ogilvy&Mather India Copywriter
Rakesh Jha Ogilvy&Mather India Art Director
Shashank Jha Ogilvy&Mather India Art Director
Ritwik Pareek Ogilvy&Mather India Art Director
Hitesh Patel Ogilvy&Mather India Account Management

Creative Execution

- The idea, at its core wanted celebrities to spread Akanksha's message to millions of their fans. Hence social media was chosen and the country's top social media influencers were targeted. Because their fans were the exact audience that Akanskha's recruitment drive was aimed at. - The celebrity route was also chosen because an association with the country's top celebrities would rub off on the brand and give it much more awareness and positive recall. - Most celebrities tweeted about Akanksha's need for teachers. Some of them also used their Youtube channels.

Result - - Almost all the celebrities responded - Over 18 million people were reached - Coverage worth almost 1 Mn USD at no cost - Traffic to Akanksha's website went up 4 times - Teacher applications went up 2.5 times - This is was Brand Akanksha's first ever association with top celebrities and influencers in this manner. This breaking of ice holds a promise for more such associations with them in future.

Akanksha, an NGO, provides free education to over 5000 underprivileged kids. They needed teachers but didn't have money for advertising. The objective was to increase awareness about their need for teachers. Since Akanksha's recruitment drive is aimed at people who are educated and upwardly mobile, we decided to approach them on social media. Insight - Can you say 'NO' to kids when they do something cute for you and ask for a small thing in return? 'Message Barter' brought together Akanksha's kids, India's biggest celebrities and millions of their fans. The kids spread promotional messages for celebrities and asked them to spread one for them in return. Almost all the celebrities responded and spread the message that Akanksha needs teachers, to all their fans. And in doing so, they turned into Akanksha's brand ambassadors, for free.


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