Social Media Case Study: How MTS Durga Pujo Campaign Reached More Than 8 Million People On Social Media

Brand Name

MTS India

Agency Name

Brandmovers

What was the challenge?

Durga Pujo is the most awaited festival of West Bengal. Kolkata being one of the most important circles for MTS and Durga Pujo being the biggest event, we decided to do something as big around it. One of the most significant aspects of the Durga Pujo is the competitive spirit among the Pujo organizers who strive to make their installation or ‘pandal’ stand out as most popular. These are usually corporate award competitions, which have very little to do with what the common people like.

MTS has always strived to act as an enabler and keeping that in mind we wanted to do something that will give back the ‘Power to the people’ in awarding the best Pujos across Kolkata.

What did we do?

The MTS Digital Pujo Awards is an online and offline integrated initiative that takes the competition for the best Pujo, a notch higher. Through this initiative, the power of judgment was vested upon the city dwellers themselves, who could vote for their favorite pandals and make them win the coveted position of ‘The Best Pujo in Kolkata’.

Profiles were created by festival organizers, registering their pandals on the site along with images and other details regarding the same, thereby creating a one stop destination for those looking to hit the most popular pandals in the city. Communication for call for entries was done on “The Telegraph”, OOH across the city and social media. The micro site served as a live feed of conversations from the city of joy, for the entire nation to see and experience Kolkata in its full glory, at this time of festivity.

What makes the campaign interesting is the way in which users could vote to make a Pujo win, apart from the online voting. Multiple RFID enabled LIKE-O-METERS and booths were set up at the biggest pandals, from where users could collect MTS branded RFID bands. These bands were linked to their FB accounts and could be used to vote for their favorite Pujo pandals by flashing it in front of the LIKE-O-METERS.

What came of it?

The MTS Digital Pujo Awards reached more than 8 Million people on social media, with 20000 + RFID bands distributed and 100 LIKE-O-METERS setup across different Pujo pandals.

We received over 167,000+ votes, with 113,000+ votes coming in through RFID bands, 41,000+ votes through missed calls and the rest through the website directly.
Additionally, the MTS Facebook page received more than 1 lakh new likes during the seven days of the Durga Pujo, serving over 9 million impressions on Facebook and over 5 million impressions on Twitter.

Overall, the campaign touched the hearts of people and directly impacted MTS’s sales. MTS’s overall sales from West Bengal increased by 9% and post-paid data revenues increased by 15% within one month of the campaign. This overwhelming response across all of Kolkata stands proof to the complete success of the campaign.