Creative Execution

We picked up COMPELLING STORIES from the existing submissions on the Spark The Rise platform and shared them in unique creative formats to drive engagement & action. Users on the Internet were living Rise every day in-form of compelling stories - accepting no limits, thinking alternatively, and driving positive change. Compelling stories covered on most of the popular internet destination like – Yahoo, Economic Times, MSN, Firstpost, LinkedIn. Users got hooked onto the stories and started contributing to the platform in form of funding, volunteering, support. Response to the campaign clearly distinguished the campaign from other cause driven campaign

Spark the Rise as a platform has been hugely successful with 1346 projects, 740 volunteers and 354,005 votes! These projects were additionally supported by 473 experts who helped the project champions achieve their vision. Consumption • 8.4 Lac+ stories were read- at the very first touch point i.e. • More than 3 Lac users consumed Rise videos on the YouTube channel • 5.9 Lac + users visited sparktherise.com during 2 months Participation • 3,54,005 votes were casted • 1346 projects were submitted • 473 experts gave 2500+ advices • 740 people volunteered Direct traffic to the website increased by 51%

Background: Mahindra’s Spark the Rise is a platform to help put ideas into action to drive positive change in India. Through Spark the Rise, Mahindra seeks to create a platform for ‘Sparks’ across the country to connect, collaborate and drive positive change and also lend financial support to the best ideas. Objective was to build a cultural movement from the ground up by driving engagement & involvement. Insight: The Indian internet user is exposed to way too many social cause-driven campaigns for him to be genuinely bothered about any. Hence, in order to build credibility for our ideals and to NOT be perceived as just another social-based advertising campaign, we treated the user to actual “Spark the rise” content at the first touchpoint itself – the media banner. After all, what better way to excite the user than by showing the actual ideas?