KYOORIUS ADVERTISING AWARDS - Experience & Activation (Guerilla Marketing & Stunts)

Pride From Home - 92.7 Big FM - 92.7 Big FM JPG
Pride From Home - 92.7 Big FM - 92.7 Big FM MP4 2m:02s

Pride From Home - 92.7 Big FM
Client: 92.7 Big FM
Entrant: Dentsu Mcgarrybowen India

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Pride From Home - 92.7 Big FM - 92.7 Big FM

Baby Blue Elephant

Entry Title: Pride From Home
Brand: 92.7 Big FM
Client: 92.7 Big FM
Description: Every June, millions of courageous people come out on the streets and express who they are. They walk holding hands, kiss who they love, and hope that the world will accept them.

But 2020 changed it all. The global pandemic enforced a strict national directive that everyone follows physical distancing has led people to stop expressing themselves at public gatherings, including the Pride March. Therefore, BIG FM decided to encourage everyone to be part of the Pride parade without leaving their homes and showing support by hoisting an unusual flag from their homes' safety.

People were asked to do what they do every day – put their clothes to dry but with a twist. We asked them to arrange clothes to create the Pride flag, take a picture of the same, and upload it using the hashtag #PrideFromHomeByBigFM. Various RJs from Big FM and many LGBTQ community activists, friends, and followers came together to show support. From social media promotions to mentions by RJs on-air, we garnered a 140% increase in the share of voice and earned 1.2 million worth of free media.
Company Credits: 92.7 Big FM
Company Credits: Dentsu Mcgarrybowen India
Individual Credits: President - Nishi Kant
Individual Credits: National Creative Director - Aalap Desai
Individual Credits: General Manager - Pragati Rana
Individual Credits: Associate Creative Director Art - Sreejita Chakraborty
Individual Credits: Associate Creative Director Copy - Syed Sharik Hassan
Individual Credits: Digital Head of Production - Nitish Sarkar
Individual Credits: Group Head Art - Saurav Bannerjee
Individual Credits: Art Supervisor - Aadhya Baranwal,
Individual Credits: Copy Supervisor - Sandipan Deb
Individual Credits: Senior Copywriter - Vibhor Tyagi
Individual Credits: Account Supervisor - Rhea Singh