Sony Liv's #LivThisDiwali weaves emotions in Diwali campaign

To make this Diwali special for all, Sony Liv took charge and asked people to share the joy by sending customized visual greetings to their loved ones.

Brand

Sony Liv

Agency

Prodigitz Media

Objective

Sony Liv wanted to spread happiness this festive season by connecting with the audience on one of the most serene fesstivals - Diwali.

Execution

The campaign commenced with a video highlighting the importance of family, especially during festive seasons.

Titled, Choti Khushi, the video showed a story of two brothers who reconciled after a fight, on the occasion of Diwali. It spoke volumes about how festivals can make people forget their issues and start over.

#LivThisDiwali & watch Chhoti Khushi; a film that evokes the essence of relationships through a story of 2 brothers https://t.co/5dv8Uk8tcW

— SonyLIV (@SonyLIV) November 5, 2015

For follow up communications, #LivThisDiwali was coined.  #LIVThisDiwali became an apt campaign name as it not only created a brand connect but conveyed the message of celebrating this festival with your family.  An extension to the thought was to send greetings to wish their loved ones and celebrate it virtually as well. A microsite and a Facebook application was created which would help everyone send a personalized wish to their loved ones by send a wish on a microsite.  The greeting could then be posted on their Facebook and Twitter profiles. The best personalized greeting stood a chance to win Samsung Smartphones. 

#LIVThisDiwali with me. I am sending you a heartfelt wish this Diwali & a soulful video dedication https://t.co/MGIFt4ZWXl via @SonyLIV — Pranky (@priyanka_optom) November 9, 2015

#LIVThisDiwali @SonyLIV My Wish for a Happy and Prosperous Diwali to everybody :) And please say no to Crackers :) pic.twitter.com/PusGV7GKGz

— Mohit Jain (@mjsjcc) November 9, 2015

Participation was encouraged through regular interaction and by bringing ‘emotional connect’ in their communication.

We are overjoyed with your wishes, keep on sending your friends and family wishes from https://t.co/AQpEOpJ0d7 & #LIVThisDiwali @SonyLIV — SonyLIV (@SonyLIV) November 9, 2015

Result

The video had more than 10,00,000 video views on 14th November. More than 6,00,000 of them were driven by Facebook posts. In total, the video got a million views.

More than 300+ personalized greetings were sent to their loved ones.

They received more than 500 tweets to their handle and more than 1100 retweets on their tweets.

The hashtag trended in Mumbai and Delhi for 4 hours. Nationwide, it trended for 45 minutes.

On Twitter, their follower base increased by 1822.

The campaign was able to bring about the essence of the festivities of Diwali on social media.

http://www.slideshare.net/SocialSamosa/livthisdiwali-case-study