As we prep up to step into 2021 with key learnings from the year that was, here’s a quick recap of the social media campaigns that stuck with you just like the memories of 2020.
When 2019 bid us adieu little did we know that a virus named COVID-19 had its own plans. During January-February business was as usual, we saw a few campaigns like Vivo’s #SwitchOff promoting digital detox and Lava Mobiles #SendItBack marking the Republic Day. What followed later, as they say, is history. Social Media campaigns 2020 were focussed on making the consumers feel heard, safe, and happy.
In March 2020 the Government of India announced a nationwide lockdown. The sheer suddenness of it brought life to a grinding halt, which came as a heavy blow to every industry including A&M. But did we stop? With limited resources and a strategically crafted blueprint, the helmers were at work-from-home.
While the number did take a hit, the efficiency and the frequency multiplied as days passed by. The teams were on Zoom calls brainstorming insights and execution details for campaigns. A few folks opted for old montages and stills to create a new portrayal of the brand’s core thought, a bunch of others adopted the WFH formula- from scripting to shooting the campaign video themselves. And then there were contests, DIYs, and Live video campaigns.
A few campaigns included the experts directing the cast and briefing them via online video calls - ad guru Prasoon Pandey’s film ‘Family’ featuring superstars like Big B, Rajnikanth, Priyanka Chopra, Ranbir Kapoor, and others was shot in this manner. While Senior Bachchan’s part was shot by Junior Bachchan, Nick Jonas took the camera in hand to shoot his wife for the campaign that rooted for a social cause during the uncertain times. The film highlighted the importance of maintaining social distancing and staying at home.
Online dating apps like Tinder and Bumble India took to depicting the different forms of connections formed while in lockdown. On the other hand, McDowell’s No.1 Yaari campaign featuring Vicky Kaushal bought the magic back to reiterate the value of coming together of friends even while maintaining ‘6 feet ki doori’.
Normalcy began creeping in around Diwali & IPL. During this time we saw the highly debated CRED campaign. While many campaigns poured in during this phase, Facebook’s ‘Pooja Didi’ tale served as the climax for the festive season and stood tall amidst a deluge of Diwali campaigns.
We present to you a list of social media campaigns 2020 that made people rave about them owing to the nature of the ad films and the little intricacies in executing them. The list is in no order of preference and has been created with inputs from experts - Santosh Padhi, Ambi Parameswaran, Preetham Venkky, Amyn Ghadiali, Anupama Ramaswamy, Varun Duggirala, and Rohit Raj.
LAVA Mobiles – Before you forward a message, #SendItBack
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