Parents, most often, are caught up in the education rat race. They limit their kid’s imagination to conventional, inside-the-box thinking; and their lack of time, over protectiveness and disapproval stops children from discovering new joys.
Parle-G wanted to connect with 'aaj ke bacche' and encourage them to become 'kal ke genius'.
An integrated digital campaign that sparked a movement - where parents were asked to celebrate their child's inner genius. In the teaser phase, banners with curious questions were splashed across the internet which led to interesting online discussions. Teaser videos were linked to a Twitter contest, where #IfIWereAParent trended for 2 days consecutively. The #BeCurious contest was among the Top 5 worldwide trends. We launched thefuturegenius.com where parents were invited to upload pictures/ videos of their kid's creativity.
The campaign received over 13,459 tweets, generated 1,11,89,545 impressions & reached approximately 52,45,225 users.
We received 87,017 views on our Youtube channel and 1,52,274 were our estimated minutes watched by viewers. The exclusive TVC launch on Facebook reached out to 11,252 users
thefuturegenius.com got more than 1,45,203 website visits, 2,03,038 page views, with an average visit duration of 00.54 seconds & more than 2000 entries.
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