Case Study: How Hajmola created a social impact through #AchchaiKaChatkara

Hajmola joined hands with Josh App, fueled by influencers to spread the message of compassion and help with the #AchchaiKaChatkara and garnered over 34.9 million video views.

This Case Study explores how Hajmola, in partnership with Josh, the short-video platform encouraged its audience to help the people around them in need and created a community with the UGC #AchchaiKaChatkara.

This campaign was heavily distributed by the diverse community of content creators on the app which created a positive, tangible social impact.

Category Introduction

India is a rapidly growing market for short-video content. There is an increasing appetite amongst users for content that is quick, short and snackable, hence making it easier to consume. In India, the growing popularity of short-format content has been on the back of homegrown apps which cater to the content needs of Bharat by providing users with content that is relatable, understandable, and most importantly – in their own language. As per the RedSeer Report from August 2021, homegrown short-video apps accounted for nearly 15% of total time spent on digital content in 2021. As short format video soars in popularity, it has opened a new avenue for brands as they seek to connect meaningfully with their consumers. Redseer estimates that by 2030, Indian short-video apps will capture 10%-20% of digital ad spends amounting to almost $6 billion. With brands now increasingly leveraging this lucrative format to effectively engage with consumers, short format video is poised to be the future of content.

Brand Introduction

Josh is a made-in-India, short-video app launched in August 2020 by VerSe Innovation. It represents a confluence of India's top 1000+ best creators, 20000 strong managed community of creators, the 10 biggest music labels, 15+ million UGC creators, best-in-class content creation tools, the hottest entertainment formats, and formidable user demographics. Josh has been consistently rated as the leading Indian short-video app in India on the Play store with 100 million+ downloads. Josh is currently the fastest growing and most engaged short-video app in India with over 163 million MAUs (Monthly Active Users), 80+ million DAUs (Daily Active Users) and 30 minutes average time spent.

Summary of the Campaign

Shining a light on the budding philanthropists in our society, Hajmola’s Achchai Ka Chatkara campaign was aimed at encouraging users to perform small deeds of kindness while lending a helping hand to those in need. The campaign was originally kickstarted via a digital film that highlighted the journey of three individuals working towards creating a positive impact in society – Shilpa Sonal, who teaches children in underprivileged areas; Anchal Bhalla, who provides food to people in need and Omkar Nath, who collects medicines from people who no longer need them and redistributes them to people in need. With Josh, Hajmola was able to leverage the engaging short-video platform to give the campaign a social avatar while widening its reach with the help of the diverse community of content creators on Josh and creating a positive, tangible social impact.

Problem Statement/Objective

Hajmola’s Achchai Ka Chatkara campaign was launched on Josh with the aim of increasing awareness of the campaign, promoting wide-scale participation, and leveraging the engaging power of short-video content to positively impact society.

Also Read: Experts Speak: Decoding the bride & groom of today

Creative Idea

A hashtag challenge - #AchchaiKaChatkara - was launched on the app. In addition to this, a branded filter and a customised soundboard were conceptualised and created by Josh to facilitate brand engagement with the audience while also encouraging them to participate in the campaign.

Challenges

Upon researching and studying social impact patterns and underserved groups, we zeroed in on helping those around us without whom most of our lives would be incomplete. Individuals like street vendors, security personnel, the elderly and pets were some of the areas we wished to impact. Influencers brought in their own heartfelt insights from their surroundings which created an ecosystem of helping hands. Before we knew it, the platform created a culture of mindful compassion by being of service to all support systems through countless user videos. 

Execution

The campaign was kickstarted on the short-video platform by top influencers, who encouraged users across the country to share short videos of themselves performing deeds of kindness with the mission of helping those in need. This was done with the aim of showing that these small acts of kindness go a long way in making a difference in people’s lives.

Content Creators like Dipti Sharma and Noorin Sha were roped in to share the message with their followers and encourage them to participate in the campaign.

Results

What initially began as an influencer-led campaign soon cascaded into something far greater. The campaign witnessed massive traction among users on Josh, who came forward to lend a helping hand to the underserved. Successful in engaging the users, the campaign yielded impactful results, garnering over 34.9 million video views, 700+ UGC, more than 2.8 million hearts and a reach of over 3.6 million. The #AchhaiKaChatkara campaign demonstrated how short video has not only become an increasingly viable route for brands to meaningfully engage with audiences but also, its high level of engagement provides the opportunity to drive positive impact in society.

“With the ability to engage, comes the ability to create impact. The massive UGC participation that the #AchhaiKaChatkara campaign witnessed is not only a testament to the engaging quality of short-video content but its potential to create a real, positive impact in the society we live in. In collaboration with Hajmola, Josh has been able to leverage its platform to meaningfully connect with audiences while also lending a helping hand to those in need. Going ahead, we hope to engage in more such campaigns and utilize our platform for the welfare of our society,” said Sunil Kumar Mohapatra, Chief Revenue Office, VerSe Innovation.

“Hajmola’s Achchai Ka Chatkara campaign was aimed at celebrating the unsung, selfless heroes of our society. While the initial campaign followed the stories of three characters continuously working towards creating lasting, positive changes in our country, we wanted to widen the scope of our campaign to include the youth. By partnering with Josh, we were able to amplify the core ideas of our campaign and go beyond merely engaging with our audiences to provide them with an immersive brand experience. Together with Josh, we were able to reach out to a far wider community of selfless heroes in our society and give them a platform to share their deeds - a feat we couldn’t have established alone.  Leveraging the format of a short video, we were not only able to drive engagement but also positive action,” said Ajay Singh Parihar, Head of Marketing, OTC, Dabur.