A look at Badshah Masala's IPL campaign

Badshah Masala's #BadshahKeSaath IPL Case Study showcases how the brand leveraged public interest in the cricket mania to generate massive digital engagement.

With #BadshahKeSaath IPL Contest, the brand attempted to enhance user conversations with its digital channels around the IPL period. Here's a detailed case study on the Badshah Masala Campaign.

Brand
Introduction

Badshah Masala, in all its essence, is a brand known in India and worldwide as one offering authentic Indian tastes for over 6 decades. Holding a dominant place in the market, Badshah has always been evolving with the latest trends, keeping with its conventional values when it comes to its ads, marketing, and online presence.

Objectives

• To promote Badshah Masala as an interactive & a topical brand.
• To increase digital impressions of Badshah Masala on its online channels.
• To increase engagement through the contest hosted during the IPL Finale.
• To create a recall value of the brand on its digital platforms.

Creative Idea

Strategy

The idea was to infuse the public conversations around IPL mania with Badshah's brand properties in the form of interactive posters, stories, and polls, the campaign was directed to be extremely relatable to the users. The brand's packaging was used as characters for the IPL semi-finalists to create brand-connect. The communication was fun and inviting.

Digital Channels:
Facebook, Instagram & Twitter

Campaign Duration: 9 days

Execution

The campaign was carried
out during the finale, asking users to interact with the brand by sharing their
IPL moments with the brand using #BadshahKeSaath and in return, 4 lucky winners
were presented with Badshah Masala gift hampers. It was simultaneously launched
on all platforms for maximum engagement and impact.

The entries were shared on digital channels through stories which gained more interaction in the campaign & enhanced engagement on the platforms like the stories on Instagram.

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Results

• Total Impressions: 4,28,200+
• Total Reach: 4,01,400+
• Total Engagement: 36,870+
• Contest Entries: 345+
• Images Shared: 105+

"Being the hot topic at the time, IPL was a way for us to communicate effectively with our audiences. We understood Badshah's audience well and their interests and thus seamlessly integrated the cricket season with our products. The approach helped us get massive traction & user-generated content which was the primary goal of the campaign and created an impact Pan-India by being one of the most relatable, engaging brands out there." said Anushree Pacheriwal, co-founder of Gemius Design Studio.