[Case Study] RR Kabel urges users to do the #AkalmandThing

RR Kabel


RR Kabel




RR Kabel, electrical cable manufacturers revamped their logo and website and wished to promote their brand on social media. Their objective was to establish an immediate brand recognition and recall in the minds of consumers by projecting their product as the ‘Akalmand thing to have’.


RR Kabel kickstarted their campaign with a YouTube masthead that directed user traffic to their newly revamped microsite.

A new Twitter handle was created by the brand, dedicated solely to the campaign, indulging in ‘Akalmand’ conversations with Twitter users encouraging them to participate in the Akalmand quiz. The prize for the winners of the #AkalmandThing quiz contest was gift vouchers worth INR 10000.

Participants in the Akalmand quiz were required to use the campaign hashtag #AkalmandThing ensuring an identity and buzz around the campaign on social media.


The quiz contest and other promotional activities paid off with the campaign hashtag #AkalmandThing generating more than 50m impressions on social media.

#AkalmandThing was trending on Twitter for more than 4 hours with numerous brands also joining the Akalmand conversation.

RR Kabel recorded more than 2m microsite visits and participation in the #AkalmandThing quiz contest, making it an exceedingly successful campaign that managed to make its mark on social media in just 24hours.