Results

Moti Soap a heritage brand in Maharashtra, India, is primarily sold during Diwali for its cultural significance to ‘Abhyanga Snan’, a pre-dawn bathing ritual before celebrations. Our campaign is a proven model for how pop-culture has the power to not just reshape culture but also mobilize youth for cultural preservation. Moti Soap reinvented how heritage brands maintain relevance in fragmented media landscapes & demonstrated that even a niche regional tradition with a brief seasonal window can become viral entertainment with commercial impact. Moti delivered a knockout punch in just 20 days! Media Impact & Virality • 157.2 million+ views across platforms - 5X total campaign views • 105K+ organic UGC creations that garnered 52Mn views. • 576K+ positive engagements across-platforms. • Top 15 Trending Videos on YouTube India within 24 hours. • Top 11 Trending Tracks on Instagram Music India during Diwali. Brand Impact • Volume Growth: 15% volume growth—the first double-digit growth in six years. • Sales Growth: 47% Sales Growth in Diwali’24 vs LY • Market Leader: No 1 positioning as Market Leader During Diwali’24, surpassing the combined market share of next two leaders. • Record Market Share: +350 BPS Highest-Ever-Market Share • Awareness: +500 BPS Spontaneous awareness. Recognition: • Silver at FOMA for Best Local Brand Campaign • Silver at Emvies for Best Digital Strategy Successfully repositioned Moti as a cultural and market force, blending tradition with modern media-strategies, driving unprecedented growth in brand-equity and market-share