In a Twitter list of the year’s most innovative and engaging brand campaigns released on Friday, Axis Bank, Netflix India, Zomato, Cred and Star Sports, among others, appear.
During the coronavirus pandemic, organisations were chosen to run campaigns to launch goods, engage with consumers or encourage them to help small businesses.
Global Twitter Next, a team that drives strategic and creative collaborations with brands across the globe, said it has drawn up a list of India’s most innovative, creative and insightful campaigns and brand voices across categories.
The parameters are varied and cover perspective, concept, media policy, excellence in implementation and how central the microblogging site is to thought.
Netflix, for instance, bagged the best #OnlyOnTwitter campaign. The streaming platform used #NetflixMatchmaker hashtag under which it recommended content to the users who were tweeting a specific emoji as per their mood. Netflix runs this campaign every weekend to help people match their mood to what they could enjoy watching on its platform.
Star Sports’ campaigns for Indian Premier League (IPL) and Indian Super League brought the in-stadia experience to the phone by constantly engaging with fans virtually as both the leagues were played in empty stadiums.
Fintech startup Cred bagged the best new brand on the block for its first-ever campaign with videos featuring Bollywood stars such as Madhuri Dixit, Anil Kapoor and Bappi Lahiri—all seen auditioning for Cred ads.
In particular, Cred and Netflix are two separate promotions that have performed very well this year. Personally, because they are special with a high recall value, I liked Cred’s campaigns,” said Shrenik Gandhi, chief executive and co-founder of White Rivers Media digital agency.
The Zomato food delivery platform has emerged as the best voice on Twitter for the brand.
For speaking out and standing up, Axis Bank was the best brand. Axis Bank took up the cause of helping small suppliers and companies who were badly affected by the pandemic, asking people to #ReverseTheKhata, referring to the relationship between consumers and their corner shop via a ‘khata’ (account).
“While brands that had a strong presence on Twitter were creating new solutions to engage in the service, Twitter was also leveraged by several new brands and industries such as edtech and fintech to build brand awareness,” said Rishabh Sharma, head of Twitter Next India. “Advertising was much more humane, sensitive in 2020 and focused on engaging with society as a whole in a tough time.”
