#HowFarWillYouGoForLove?
In the early days of 2020, Silk decided to launch a television commercial
'The Umbrella ☂️', introducing its new brand story, which is -
To launch this new TVC film - on Digital platform, Cadbury Silk wanted to do something unique, catering to the key audience of the digital realm. Plus, right in the time of March 2020, when the pandemic and lockdown were the biggest obstacles, the challenge was to create a unique launch campaign.
Me and my team executed an idea to launch the film on Instagram with the help of top 8 'Influencers'. We planned a sequence of action, where the influencers, collaborating with each other, passed 'the umbrella ☂️' to each other, to eventually make it reach to the main protagonist of the film. Check the below video to see how it turned out!
Launch activity case study -
Social Media Content -
Sing It With Silk - Instagram AR Filter
The Silk Song is an iconic track we've come to know and love for the past decade. For this new campaign, the TVC introduced a slower, more mellowed version of this song.
We gave our fans the platform to share their voice with us by singing this new version - via an AR Instagram Filter/Effect that doubled up as a virtual Karaoke exercise.
☂️ Thank you ☂️
