Though television ads, radio and print have been an integral part of any marketing campaign, the new age digital India is breaking new grounds and this new ground literally extends to every corner and centre of India. That being said, residing in the metros the digital life is evident here and majority of the people from the metros may not even realize but they are not the only ones getting ‘Digitized’. A large proportion of marketing spends, mobile phone ads, phone manufacturing, internet penetration have all started making way to all parts of India and so Panasonic India took a note of this and decided to join the bandwagon.
The Panasonic Digital Banega India campaign -
The campaign simply took penetration of the markets into consideration and used how large parts of remote India is getting digitized to its advantage and first created the #DigitalBanegaIndia TV commercial.
This was just the start. What followed was..
The Microsite -
The microsite was a Google Map integrated site that encouraged you to be a part of the digitized Indian community by sharing your experiences and uploading them onto the site. The idea was to simply bring in more of your friends and more importantly span the entire country in the spate of doing so. By that the participant who covered maximum distance all across India by inviting their friends won.
Now the microsite was also created on the basis of a digital India and thus used the best example of an online outreach mechanism – A microsite was created reaching out on a Pan India basis.
Here’s a quick look at it. It started off with a simple login and an indication of which part of India you are a part of.
Logging in the site took you straight to the chase with an invitation to begin the journey of a nation-wide connection.
Multiple sets of options then appear in order for you to start of your Digital India journey.
What you will notice in the midst of the game is how the connection element has been played up also shows the stats of how you have performed in terms of the reach you covered.
It goes a step forward and takes into consideration your friends as well and shows you a comparison on that leg too.
For a little bit of motivation you have the leverage of clicking on any part of the country through the pins and even check out the images uploaded by people all cross the country
Here’s what all of that looks like -
Options below are also available to navigate through the site too; all in all giving a comprehensive interactive experience.
The exact same experience was created on Facebook as well in the form of an application and everything that was available at your disposal above was available on the app too.
The campaign on Twitter was a bit different from what was available on the microsite.
Panasonic in association with Sony Six was giving away panasonic P55’s for a simple Twitter contest that took traffic to the TV channel, the Twitter handle, brand awareness for Panasonic P55 and with the hashtag #DigitalBanegaIndia.
All the tweeters had to do was tune in to Sony Six, and take a picture of the logo on screen with the match from the Australlian Open was going on, tweet it and stand a chance to win the phone.
Here’s the inflow of responses -
— Sony SIX (@SonySIX) January 22, 2015
— Vineet Sonkar (@vineetsonkar) January 22, 2015
— MANISH AIR FORCE ONE (@mainimanish) January 22, 2015
— Shanky Soni (@shanky_soni) January 22, 2015
Closing Thoughts -
Digital Banega India is one step forward in the realization to how digital India is actually becoming and what we can expect in many such campaigns with the Digital India at the helm of this all.
With mobile penetration reaching its personal best with respect to performance and it only going up from here, a digital India is imminent and it’s pretty soon that you’ll see that India’s population is not the only thing that’s breaking records!