Categories Name : SOCIAL MEDIA
Sub-Category : Best Use of Topical Posts in a Campaign
Campaign Name : Baat Karke Toh Dekho
Baat Karke Toh Dekho didn’t just perform. It outperformed - aggressively and efficiently.
Across paid media, the campaign delivered 7.04 Cr impressions, 1.45 Cr video views, and a staggering 2.06 Cr engagements on a ₹28.6L investment - clocking an exceptional 20.68% VTR and 29.34% engagement rate in a BFSI category not known for emotional storytelling at scale.
On Facebook, the main film crushed benchmarks with a 27.43% VTR vs 10% planned and an outstanding 47.72% ER, all while maintaining a lean ₹0.15 CPV.
On Instagram, post-campaign optimisations drove sharper efficiency - bringing CPV down to ₹0.30 while sustaining a 6.22% delivered VTR in a highly competitive feed environment.
On LinkedIn, the main film delivered a powerful 68.94% VTR, proving that even professional audiences engaged deeply with the message.
Earned media added serious momentum:
- Afaqs delivered ~2.3 Mn reach and 2.5 Mn views across four platforms.
- Social Samosa generated ~1.1 Mn reach and ~2.1 Mn views on Instagram alone.
Influencer Amplification:
The campaign extended through 7 big-ticket creators - Nikhil Taneja, Ahsan Vazir, Ira Khan, Ishpreet Balbir, Vignesh Kae, Aditya Iyengar (lordmoneyanger), and Thesoshtv - each producing original response films and driving traffic via link-in-bio integrations and story reshares of the campaign films.
Planned: 1.08 Mn views at ₹1.2 CPV
Achieved: 2.45 Mn views at ₹0.5 CPV
That’s 2X the planned views at 58% higher cost efficiency.
In a category driven by hard-sell metrics, Baat Karke Toh Dekho proved that empathy can outperform pure performance marketing.
More scale. Lower cost. Deeper engagement.
Not just watched — felt, shared, and acted upon.