Kyoorius Media Awards
Use Of Digital Media
Use Of Social Platforms
KYOORIUS MEDIA AWARDS - Use Of Digital Media (Use Of Social Platforms)
Brand: SOS Children's Villages India
Client: SOS Children's Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect
|SOS Children's Villages India
|SOS Children's Villages India
|FCB India LLP Advertising Ltd + Kinnect
SOS Children’s Villages India is a non profit organization that works for the holistic upbringing of orphan children. They also run programs to help financially vulnerable families raise their children and eliminate the possibility of child abandonment.
SOS supports over 45,000 children in India and thus has a constant dependency on donations to fund their development programs. It’s difficult to raise donations when your brand struggles with marketing its unique offering, and as a result is not well known among the masses.
While individual donor contributions, even in small amounts, are life changing for these kids, the most reliable and continuous source of funds for any non-profit is corporate funding. We formulated a mechanism to channel the abundant marketing budgets available to corporates, as donations towards SOS. In exchange, we give these corporations/brands their money’s worth. A buzz barter, if you will.
IDEA & EXECUTION
PHASE 1 : The Origin of Chatpat
We created a character - Chatpat, a 10 year old street kid from Mumbai. Chatpat became famous on social media with his quintessential ‘gyaan’ videos. He’d dish out street wisdom on ‘grown up’ topics like mental health, house hunting, asking for an appraisal, etc. After gaining popularity and amassing a follower base, we revealed Chatpat as the official brand ambassador of SOS.
Now armed with fame, he set out on his true mission - to get the biggest corporations in the country to donate for kids like him.
PHASE 2 : Chatpat’s Masterplan
He recreated iconic ads of famous Indian brands, albeit with his own twist. The ads were shot in a ‘jugaadu’ way with bare minimum production.
Each film was a unique tribute to the iconic ad. From playing gully cricket for the Cadbury ad, to showering at dhobi ghat instead of a waterfall for the Liril ad. From using a white cloth to mimic the white swoosh animation in the Tide ad, to donning a white wig and learning some advanced English for the Cred ad.
Chatpat’s only request to the brands at the end of each film was that, if they loved his rendition of their iconic ad, they should make a donation to SOS Children’s Villages India.
His recreations set the internet abuzz, audiences and media alike. The brands couldn’t resist the offer. While one brand did ask Chatpat to ‘cease and desist’, 7 Indian brands came forward to help SOS with donations.
SOS Children’s Villages India saw its best ever corporate donation drive in its 60 years of existence in India.
61.46% Increase in Corporate Donations
51.02% Increase in Individual Donations
126.90% Increase in Unique Visitors to the SOSCVI Website
278% Increase in Brand Mentions
1506% Increase in Brand Impressions
|Swati Bhattacharya, FCB India
|Kartikeya Tiwari, Kinnect
|Priyanka Mestry Soni