Launched in 2006, The MobileStore is an Indian telecom and mobile phone retailer. The MobileStore has its headquarters in Mumbai, and currently has around 1000 shops in 150 cities in India.
When it comes to striking a chord with people on social media, there is nothing better than taking the Bollywood route. That's exactly what we framed our Republic Day campaign around.
The idea was to give people an incomplete dialogue from any Bollywood movie, and get them to complete it. Since the brand is known for its quirkiness, we added a plot-twist here. We challenged the fans by giving them a word and asking them to fit it in the given dialogue, adding their own filmy touch.
Quirky Bollywood-themed posts were created for the contest.
The contest took place on Facebook over the course of a day, using the hashtag #FilmyRepublicDay.
The campaign reached over 24K people on Facebook, and close to 700 participated in the contest.
The campaign was successful in putting forth the quirky side of the brand and reaching a wider audience while making sure everyone has a #FilmyRepublicDay.