For a nation which has always purchased its groceries from the local kirana store, shopping for them online can be a pretty challenging concept to grasp. With #BahutAasaanHai, we ingrained the thought that shopping for groceries on PepperTap is actually Bahut Aasaan.
Execution
THE WORLD’S FIRST FAUX SKIP BUTTON – a truly groundbreaking digital innovation flagged off the campaign. On YouTube, a dummy Skip Ad button was placed below the PepperTap ad. The idea was – something that we think is very easy – skipping ads – is actually Bahut Mushkil (very difficult).
Users, when they tried to click on the Skip Ad button were obviously not able to skip the commercial. After five seconds the ‘Skip Ad’ button actually became active with the message Bahut Aasaan Hai.
With this campaign, Grapes successfully established the thought that nothing in this world is as easy as it looks, but shopping on PepperTap is really Bahut Aasaan Hai. The campaign received rave reviews from the advertising fraternity and instantly clicked with the target audience.
Taking the trend forward on Twitter was a contest around various ads shot of the brand. The contest set Twittersphere alight with such quirky questions like how they would react to a bad cup of chai and how they enjoy eating Maggi?
Young netizens were quick to pick up on #BahutAasaanhai and shared funny answers and quips helping the campaign trend on Twitter.
Grapes also prepared quirky banners around different PepperTap videos with catchy, creative – Getting Ketchup out of a bottle is difficult, but squeezing it out from a Pichkoo - #BahutAasaanHai.
Similarly, on Social media, the campaign went from strength to strength. Being a Man #BahutAasaanHai received a lot of appreciation, helping the brand acquire more fans dramatically raise its perception as being the destination of choice for easy online grocery shopping.
Results
On YouTube, the results were really impressive. Usually on non skip-able ads, only 55% of viewers watch the entire ad, but by adding the faux-skip ad button, the PepperTap ad had over 66% viewers watch the complete ad.
From the time, the contest was launched the hashtag started trending within 30 minutes and stayed as the top trending hashtag for over six hours. The contest generated over 11000 tweets within one day and received over 72,195,792 impressions within 24 hours.
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