Why is this work relevant for Social & Influencer?

To tackle the rising state of cyber & other frauds, especially with blue-collar target audiences, Bajaj Finserv, the largest financial conglomerate in India decided to come up with a Public Service Awareness campaign - Savdhaan Rahein Safe Rahein. As a campaign extension, we came up with an earworm/jingle - Na Ji Na Ji jingle. where we collaborated with micro-influencers on short video/infotainment platforms, where the jingle was used and a hook step was added to create awareness on various fraud scenarios. This work is relevant due to its nature to grab attention & spread awareness at the same time.

Background

"Na Ji Na Ji" Jingle/Earworm was produced was amplified from the ground up. We collaborated with platforms like Josh and Chingari to curate videos through known influencers in order to educate and get users aware on how to avoid frauds. The jingle was added with a hook step which was related to 'Na Ji Na Ji'. The hook step was a key reason for users and followers of influencers to indulge in the fun activity and create videos of their own. The massive UGC resulted in creating a massive reach on the platform, which helped in spreading the awareness about various fraud scenarios in an interesting, consumable & snackable way. Objective: To tackle the rising number of fraud cases amongst the blue-collar target audiences in tier 2,3 and 4 cities in India & establish the Public Service Awareness Campaign.

Describe the creative idea (30% of vote)

Mobile & Cyber frauds are a problem because of the various number of mediums available, and less educated or less aware people fall into the trap of the fraudsters -- mainly blue-collar audiences. To address this problem, we wanted to go beyond the regular Social Media platforms and tap on the emerging platforms, which are a hit amongst the blue-collar audiences in Tier 2,3 & 4 cities. Everyone loves watching and making short videos on the TikTok-like short platforms. Here, platforms like Josh & Chingari were considered to launch the PSA campaign. We onboarded approx 100 influencers and developed a creative hook step to be performed on the Na Ji Na Ji Jingle, along with the tickers that appeared on the screen to educate the users. We also launched a hashtag challenge & music on the trending section, which resulted in a lot of UGC content being generated.

Describe the strategy (20% of vote)

With police reports and Bajaj Finance's internal data, it was reported that cyber frauds (w.r.t to Bajaj's Finance's name) are on the rise. This lead the company to launch a Public Service Announcement campaign. The target audience for this campaign is blue-collar individuals, for example - plumbers, electricians, bus and cab drivers, peons, daily-wage workers, etc. Short video/Infotainment social platforms like Josh, Chingari are emerging platforms for content creators and influencers, where a lot of short videos are consumed as content. These are of various nature - quirky, musical, comedy, etc. The approach was: - Launch the jingle/video across platforms - social media, video platforms, audio-streaming & infotainment platforms. Have an integrated marketing approach - Collaborated with 100+ influencers on Josh & Chingari - Send Push Notifications to users - Audio was trending on the platform, which users used to generate their own content - Hashtag challenge on Josh

Describe the execution (20% of vote)

We shortlisted influencers from various regions to have a Pan India reach. As a next step, the song/jingle was listed on the platform, along with getting the hashtag challenge page and the banner ready. The campaign started around 28th May 2021 and went on till the end of October, and was spread across phases. The main campaign activity happened on emerging platforms like Josh & Chingari The idea was to curate real-life based fraud scenarios and give clear signs on when frauds are taking place in order to identify and prevent it from happening (through tickers on screen). We collaborated with over 100+ influencers with a clear deliverable of pushing the #SavdhaanRaheinSafeRahein campaign communication while a final CTA redirecting consumers to Bajaj Finserv website for more information on frauds. The whole agenda was to give as much information to the consumer to get saved from any fraudulent activities.

List the results (30% of vote)

Total Views - 130Mn + Total Engagement - 8.3Mn + Total User Generated Content - 9000+ (all organic) 52 Million + notifications were pushed through the Chingari App A significant decline in the total number of month-on-month frauds was observed based on Police & Internal data/reports.