In an endeavour to empower rural India unlock their potential by spotting unique talent, Wonder Cement initiated #Saath7 Cricket Mahotsav – a sporting event in Rajasthan. The activity created cogent social nexus to enhance reach and impact of the initiative.

#Saath7 goes beyond banal sports tournaments by breaking age and ability barriers. The event has a 61 year old lady captain for one of its teams and another female player aged 66 years.

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They also have a dedicated team for the differently abled (deaf and dumb in this case).

Objective

With #Saath7, Wonder Cement aimed at rustling social media with the grandeur of the event and drive registrations through these efforts.

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Execution

With a simple yet sordid strategy, Wonder Cement initiated #Saath7 on social media. The brand began creating buzz on its Facebook and Twitter accounts prior to the launch.

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In the realm of cricket a new avatar is born in the city of Rajasthan. Stay tuned to know more about it.

Posted by Wonder Cement Ltd on Saturday, October 31, 2015

The cement brand also launched a TVC on YouTube to generate higher levels of curiosity.

Taking the excitement a notch higher, Wonder Cement offered its fans and followers live updates from the event. Users were introduced to #Saath7, inviting them to participate and make it big.

Wonder Cement presents to you the new avatar of the cricket world: #Saath7, a Cricket Mahotsav that celebrates the game of life http://bit.ly/Saath7

Posted by Wonder Cement Ltd on Monday, November 2, 2015

They further created an influencer marketing route to generate higher engagement on Twitter.

To give a look and feel of the event, a post launch album was updated on Facebook.

The tournament that will attract participation of 39,840 cricket enthusiasts from over 249 tehsils across Rajasthan, is…

Posted by Wonder Cement Ltd on Monday, November 2, 2015

A buzzing event

To keep the momentum going, Wonder Cement connected with its audience through the nostalgia route.

Users were called out to share their favourite Galli Cricket moments and asking them to share what they used as stumps while playing.

Share your favourite gully cricket moment with us by using #Saath7. The best entry stands a chance to win amazing gratifications!

Posted by Wonder Cement Ltd on Sunday, November 22, 2015

They also took to Twitter polls and posts maintaining a steady conversation with the followers.

Wonder Cement also conducted various employee engagement activities which were then posted on social, giving users a view of the joy of coming together to play cricket.

What are alternate things which we can use as wickets? #Saath7

Posted by Wonder Cement Ltd on Tuesday, November 24, 2015

The brand also maintained a healthy supply of content on Instagram taking users on a visual journey.

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Scoring with #Saath7

The campaign managed to create 700+ Tweets on #Saath7 on Twitter via influencers, sports bloggers and sports portals during the press release event.

#Saath7 generated a positive sentiment across all social media platforms.

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Real time updates from the event helped Wonder Cement garner more than 7 Million impressions, reaching out to 1 Million users.

The brand reached out to more than 4 lac people via their Facebook page during the launch and trended on Twitter.

#Saath7 created a reach of 904, 063 and generated 7, 775, 520 impressions.

Steady use of social media, empowered Wonder Cement to replicate the spirit and energy of #Saath7 on social media.

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