Creative Execution

The campaign received an overwhelming response from the target audience and the public at large. Over 2300 poems were recorded, more than 150,000 YouTube views, Omron's Facebook community grew 24%, Twitter followers of Omron India increased by 825% - thus reaching out to over 3 million people online. The campaign was featured in leading dailies in India, 10 celebrities from Bollywood recorded their poems, 10 offline events were organized in Schools, Colleges and Corporate organizations providing more visibility and momentum to the initiative and adding to an additional reach of over 5 million people – all in under 8 weeks!

The campaign started with a launch event with National Association of Blind, Delhi and ran for 8 weeks. The campaign video went viral on YouTube getting over 70,000 views in less than 2 weeks and people started recording their submissions. Facebook and mobile apps were also introduced. We started Facebook and Twitter advertising since that's where majority of our Target Audience was. As the campaign was gaining momentum and we were getting publicity and visibility through PR, Celebrities, Schools & Corporate organizations started approaching us to share their contributions. Multiple offline events too were organized to support this.

India is home to more than 15million visually impaired individuals, the largest number in the world. Only 1% of annually printed work is available in an audio format, for the blind! Omron India asked us to develop a Corporate Social Responsibility campaign. For a company that is built on sensing technology, what better way to fulfill their CSR than to back a campaign that is committed to serve the senses. We conceptualized a campaign where Omron India partnered with the National Association for the Blind, Delhi to build an audio-library of poetry for the visually impaired. A digital ecosystem was created so that people could record and submit poems – their own and others. A campaign was run across using social media to build and engage a community. From intent to action, this has been a journey of inspiration.