Categories Name : Web

Sub-Category : Best Website/ Microsite

Entry Name (Campaign) : Ananda Utsav 2019

Covering Note / Overall Experience

Durga Puja, also called Sharodutsav (the autumn festival), is an annual Hindu festival in the Indian subcontinent that reveres the goddess Durga.It is the biggest and grandest festival of the Bengalis, and is particularly popular in the state of West Bengal and among diasporas across the country and the world. This multi-day festival features elaborate pandals or temporary pavilions, rituals, performance arts, revelry and processions. Since the festival is also the largest shopping season for the Bengali community, brands leverage this opportunity to reach out to their prospective audience through interesting formats and across various marketing channels. Ananda Utsav is a one-stop solution for everything puja related – unique an online hub, which encompasses a microsite, and a 360-degree campaign that spans various online and social media channels.

Concept

*Primarily a specially curated microsite with an exhaustive array of puja related content.

*We go live with the site and the campaign just short of a month before the pujas, and stays live for a period of 45 days, till Diwali.

*The content mix offered by Ananda Utsav covers almost anything one can think of puja. Best pandals, celebrity accounts, professional tips, travel destinations, the latest in food, fashion, beauty, home décor, automobiles and gadgets – the list is never ending. We also deploy various content formats, from photogalleries, to games to videos for an all-round interactive experience.

*Our Microsite, and coverage also provide brands with the best opportunity of integrating and promoting their products and services to a million users.

Innovation

*Various digital content formats such as videos, listicles, photostories, branded articles ad photogalleries were implemented to maximize content reach, shareability and interactivity.

*Ananda Utsav has been utilizing the potential of digital videos, and it has helped us in consistently engaging audiences. Our video inventory features foremost our annual animated series Mahishasur Pala. In addition, every year, we produce a host of videos, both narrative and informative, fiction and feature, related to Durga Puja.

*Since we launched our games UI in 2018, our quizzes, memory games have roped in a large number of new users. These interactive games have proven to be highly engaging and also excellent formats for brands to align with.

* We make sure essential information such as traffic updates, metro schedules, police and fire helpline numbers and contacts at big puja pandals are made available to people through our microsite.

* Our social media campaign was predicated upon two primary objectives: a) specifically creating multimedia content to achieve virality; and b) engaging audiences, and maximizing reach by coming up with creatives and special posts like FB lives and watch parties.

*Whether it is Mahlaya, Saptami morning rituals, Ashtami anjali, Kumari Puja or Dashami immersions, or pandal hopping, Ananda Utsav has strived to bring its audiences all the action live on Facebook.

Execution

*The microsite hosts various sections which are strategically launched over the campaign period. The content strategy focused on attracting, catering to, and retaining varied sections of Bengali audiences.

*The content on the Ananda Utsav microsite is specifically created and curated with the idea of covering everything one can connect with Durga Puja. Spanning fashion, accessories, food, travel, home décor, gadgets automobiles, celeb talk, professional advice, pandal hopping and more.

*The sections were created and launched keeping consumer and advertiser interests in mind. The different categories or sections were launched in three phases.

Results

*Almost 30% of annual revenue target achieved from Ananda Utsav.

*1.3 million users and over 7 million pageviews registered on the mircosite

*Over 6 million video views on YouTube and Facebook

*Top destination for puja related content on Facebook