Creative Execution

A team of MRF wanderers set out on a journey from the 1st -12th of June to document the journey of the South West Monsoon from Kerala to Mumbai. They created content in the form of Photos, Videos depicting the various facets of the monsoon - food, nature, effect on life, romance and more. This content was then converted into a poetic story by the in house content team and displayed on the microsite. People could follow the journey, make predictions, engage with mini-contests on social platforms and express their love for the rains.

The campaign not only generated a lot of conversations on social, but also created a lot of positive buzz in the Media.The campaign achieved 2.8 Lac impressions across Mumbai. The microsite had 30,000+ visits and 2000+ people participated in the contest. Plus, over 200 photos of the monsoon were shared by users in Mini Contests. The campaign caught the eyes of major digital news sharing sites and was featured by them. The campaign was also ambushed by the competitors and talked about by major advertising gurus on their personal social platforms. Watch the Video for more.

MRF Rain Day has been a branding exercise for MRF Tyres for the last 3 decades. Every year before the rains, MRF predicts the first day of monsoon in Mumbai, and asks people to check their tyres and be ready for monsoon. But they had lost their connection with the younger generation, so this year they decided to go digital! The Target Audience was digitally savvy automobile owners in Mumbai, between the age group of 18-35, who have lost their connection with MRF because of its old school marketing ways. Everybody looks forward to the rains in Mumbai, but are clueless on when will it arrive. The idea was to use this love for the rain and not only countdown the days, but also bring them the beautiful story of the Monsoon as it traveled from Kerala to Mumbai. Plus they could challenge the prediction and WIN prizes.