DLF Place, Saket
IntroductionFinally, the one mall that answers all the prayers of the urban denizens, bringing together a sterling shopping experience, a gourmet trail, an entertainment platform and a fantasy land for children, all under one illustrious roof: DLF Place, Saket, the most successful and happening place in South Delhi that packs all the punch.
Diwali, The Festival of Lights usually comes with a lot of bang and card playing. But this year they went a little off the board and started a fun-filled yet eco-friendly Campaign with DLF Place Saket on Facebook. They introduced a contest called ‘Be a Non-Pataka Celeb’.
This contest was generated to create awareness amongst the people towards the serious issues faced during the festival in a more fun manner, and spreading the message, that saying NO to crackers can actually be cool.
- Fight against the social cause of Child Labor, due to the children employed in Cracker factories, and environmental cause of air and noise pollution.
- Targeting to increase the brand equity of the existing brand name to higher margins.
- Engagement and awareness of the causes to the fans and their involvement in the same.
- Increase in the participation of people with the brand name on various social media platforms.
The contest ‘Be a Non Pataka Celeb’ showcased a completely new concept, which was very well executed.
Fans were asked to upload their picture and select a pledge from the pre-defined ones through the drop box.
Each photo submission was followed by customizing the playing card, with the players’ face itself , wherein the male participants were given a king card with their photo on it, and the females given a Queen Card with their photo.
No. of increase in Page Likes in 20 days – 2,500 approx (Organic Totally).
Total No. of Entries – 92
No. of maximum votes – 102
This contest generated heavy traffic also on Twitter with all their participants sharing their customized cards on their Twitter Accounts with the Hashtag #IPledgeToBeANonPatakaCeleb.