Short List
Product / ServiceBUDWEISER BEER
CategoryC03. Real-time Response
Media Placement STARCOM Gurugram, INDIA


Name Company Position
Charles Victor Saatchi & Saatchi Propagate Strategy
Ishan Mehta Saatchi & Saatchi Propagate Creative Lead
Siddharth Ray Saatchi & Saatchi Propagate Art Director
Sakshi Agarwal Saatchi & Saatchi Propagate Art
Mohd Danish Saatchi & Saatchi Propagate Animator
Srinikesh Iyer Saatchi & Saatchi Propagate Copy
Ronit Chudasama Saatchi & Saatchi Propagate Social
Chealsea Noronha Saatchi & Saatchi Propagate Social
Janice Sequeira Saatchi & Saatchi Propagate Social
Rushil Patel Saatchi & Saatchi Propagate Account Management

Why is this work relevant for Direct?

It was clear that broadcasting the pleas to people in the right location, and at the right time, was crucial to saving lives. This would need sharp media targeting, clear CTAs, and an efficient response mechanism – all in real-time. The above combined with measurable results, made this ideal for Direct. STEP ONE - IDENTIFYING PLEAS’ ORIGINS. STEP TWO – VERIFYING PLEAS & CREATING ADS IN REAL-TIME. STEP THREE – GEO-TARGETING THE AD TO WITHIN 5 KMS OF THE PLEAS’ ORIGINS. STEP FOUR – PROVIDING A CLEAR CTA – COMMENT/DM. STEP FIVE – SHARING VERIFIED LEADS WITH THE PLEAS’ AUTHORS.


Situation At the peak of India’s second Covid-19 wave, social media was filled with pleas for help. These pleas were asking for help in finding everything from oxygen cylinders to ventilator beds. But without the right boost, these pleas were getting lost in the vast expanse of social media. At a time like this, Budweiser India wanted to make a meaningful difference in India’s fight against Covid-19 and serve the community. Brief Help Budweiser India make a meaningful difference in India’s fight against Covid-19.

Describe the creative idea (30% of vote)

Budweiser used its marketing budget to turn #CovidEmergency pleas into ads in real-time. Because only paid ads can be geo-targeted to deliver better results, faster. A war room verified pleas in real-time and turned them into ads. Each ad was then targeted within 5 kilometers of the plea’s origin. This enabled people in need to find help faster, and renewed hope in troubled times.

Describe the strategy (20% of vote)

It was clear that broadcasting pleas to people in the right location, and at the right time, was crucial to saving lives. But only paid ads could be geo-targeted. So, Budweiser decided to use its marketing budget to turn covid emergency pleas into ads. A war room was set up to verify pleas and turn them into ads in real-time. These ads were geo-targeted to within 5 kms of the pleas’ origins. This enabled the pleas to find help faster. The war room also verified handles offering help before putting them in touch with the authors of the pleas.

Describe the execution (20% of vote)

We started by setting up a war room that consisted of individuals from media, social listening and creative teams. This war room trawled social media for #CovidEmergency pleas. Once found, the pleas were verified and turned into ads in real time. Next, the media experts broadcast the ads to within 5 kms of the pleas’ origins. Once help was found, the war room verified the contact details before sharing them with the author of the plea. At its peak, the war room was amplifying more than 150 pleas a day. We employed a hyper-local media strategy viz. the ads were only be visible to those in the target area. Hence, they are not visible on the brand’s timeline either.

List the results (30% of vote)

The campaign amplified over 4800+ pleas and helped them reach 43 million people. As a result, we were able to help countless families find what their loved ones needed. Most importantly, this timely intervention helped us save 17 precious lives.


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