Categories Name : Web

Sub-Category : Best Use of Web Film in a Campaign

Entry Name (Campaign) : HP Diwali: DIYE DE DIYA JALAO

Results

Reeling from a 2nd wave of COVID-19 and another national lockdown, the micro, small and medium enterprises which contributed 1/3 of the GDP, ground to a halt, leaving hundreds of millions out of business. Diwali 2021 was considered to be the window of hope and revival for these businesses and this is where HP stepped in to spread a more positive message to help, uplift those who were affected. HP has always tried to inspire local communities to come together and support their local businesses. This year, we set our narrative in the market reality of times. Our message ‘Diye se Diya Jalao’ (Light one lamp with the other) hoped to inspire people to share and help each other, so that their kindness can light the way to a happier, brighter Diwali for all. Our simple yet powerful idea struck a chord with the audience and left us overwhelmed with their unprecedented results. Our film traveled the distance…with almost 0 paid media support Total Reach: 40 Million Video Views: 15 Million Video Completion rate: 25% (highest for a long form video) Film Circulation on Whatsapp: 5 times the Total Reach Approx views: 100 Million INR 37 Lacs worth of earned PR from celebrities, industry experts and publishers Brand metrics moved in the positive direction for both Personal Systems and Printer categories: Meaningful (5%), Different (5%), Salient (22%) During the campaign Brand Trust in HP jumped by 14% & Market share in SMB segment by 21%.