The Campaign

The 6PB was a radical initiative which would emphasise BBRL’s philosophy and give it a new lease of life. 6 Transgenders, 6 Videos, for 6 Months! Music became the medium that stitched together the topicality and relevance of Transgender movement with the brand. Each of the 6 videos were scheduled to be launched back to back within a short time span. The first song “Hum Hain Happy” was a remake of the most popular international music of Pharrell Williams’ “Happy”. The subsequent 2 songs featured popular Indian vocalist Sonu Nigam singing “SabRabDeBande” (All are children of God) along with the band. The 4th song “Hilporihila” featured the evergreen Indian musical queen Asha Bhosle’s granddaughter Zanai Bhosle which was released on the eve of Holi, a festival in India that brings the society together. The 5th and 6th song featured top-rated Bollywood actors like Hritik Roshan and Salman Khan.

Creative Execution

PIVOT provided constant stream of insights on 1st song; primarily based on social footprints. 1. Shareability was above market norms (6.4 Vs 6.3 India Norm) 2. Brand metrics were average to low 3. Emotional response was high 4. Evoked “HAPPY”, “UPLIFTED”, “SURPRISED”, “AMAZED”, “SOCIAL GOOD” 5. Over-indexed on emotional responses, especially HAPPINESS 6. Brand connect wasn’t strong to drive “valuable virality” and recall 7. Crossed 1M You-Tube views in < 48hrs! 8. However, only 8% consumers associated the song with BBRL 9. Consumer conversations were “expressing delight” and “complimenting the band” 10. >40% viewership was ORGANIC In summary, consumers were very POSITIVE and RECEPTIVE of 6PB but they were not associating BBRL with it. Guided by PIVOT, BBRL course-corrected and revamped media plans which expanded from You-Tube to multi-media (Twitter Influencer program+TV+Radio). The next 5 songs were released in quick succession and took social media by storm by June ’16.

1. >68 % consumers associated 6PB with BBRL 2. Reached >25Mn people 3. Videos garnered engagement of 2 % - 9.72%, benchmark 1.07% 4. 100X increase in brand mentions 5. All songs trended in twitter at position1 6. >62% of consumers associated the proposition “SwadApnepanKa” with BBRL 7. Garnered >8Mn views on YouTube with organic viewership > 25%; benchmark 11% 8. Today, BBRL stands 2nd in social SOV 9. BBRL Facebook page had an engagement score of 981; higher than key competitors 10. “Brand that makes the world a more welcoming place” – 64% aware of band vs 41% not aware 11. “Brand of tea that brings my family/friends together”- 42% aware of the band vs. 29% not aware 12. 400 bps (7%) increase in brand penetration in campaign period 13. 1% increase in market-share in urban India 14. Won the coveted Cannes Grand Prix in the Glass Lions category

With a vision to win the consumer in today’s data-driven world, the strategy behind PIVOT (a physical room for monitoring real-time consumer data) was to institutionalise a system that taps into big data comprising of real-time consumer footprints. Social media was the relevant platform for the “Voice of Consumer” because here opinions are expressed uninhibited - A fertile space for organic consumer chatter. The target-audience was the small-town Indian housewife to be specific. However, since 6PB was BBRL’s premiere initiative on digital, it wanted the campaign to be accepted by all Indians across socio-economic groups. PIVOT empowered BBRL to remain agile and reduce dependency on traditional market-research for campaign performance. The areas of analysis at the PIVOT guiding 6PB encompassed the following: A. Share Rank (SR) – Benchmark Shareability & Emotions evoked B. Return on Content (RoC) – Organic viewership, Engagement C. Voice of Consumer (VoC) – Perceptions, Brand connect