Categories Name : SPECIAL AWARDS
Sub-Category : Best Integrated Media Campaign - Films/ TV Shows / News Shows / Events
Campaign Name : Thanks A Dot
The Kaisi Jeebh Laplapayee campaign was designed as a fully integrated media ecosystem, and the results across every touchpoint confirmed that the integrated approach delivered both cultural impact and measurable business outcomes.
The campaign's creative anchor, the TVC directed by Prasoon Pandey and conceptualised by Ogilvy India, successfully re-established Laplap as Centerfruit's most recognisable sonic and visual mnemonic, driving mass awareness and emotional reconnection at scale. This provided the cultural foundation on which every downstream activation was built.
The Delhi Metro takeover, Metro Mein Laplap, generated 4.8 million views by reimagining routine public service announcements as playful, tongue-wagging brand moments. By transforming a functional daily medium into entertainment, the campaign embedded itself organically into commuter culture and drove spontaneous social sharing, extending the campaign's reach well beyond the Metro network itself.
At the retail level, Paytm Soundbox integrations at kirana stores recorded 1.5 million+ plays, turning everyday payment confirmations into Laplap brand encounters at the exact moment of purchase. This activation delivered a 4% volume uplift in Delhi and Kanpur, demonstrating that contextual, non-intrusive brand presence at point of sale directly influences buying behaviour.
The Maha Kumbh Mela activation brought the campaign to one of India's largest cultural gatherings, generating 20 million views, 6 million reach, and 0.15 million engagements, while delivering a 38% volume uplift in Prayagraj. By integrating dhaba branding, city-wide OOH, cab partnerships, and QR-enabled discovery, Centerfruit became a genuine cultural participant at the mela rather than a peripheral sponsor.
The voice-based GenAI activation reached 1.5 million rural users in Uttar Pradesh through feature phones, driving an 11% awareness uplift and 15% consideration uplift in markets previously difficult to engage through conventional digital media.
Across all touchpoints combined, the campaign delivered a 1.7% year to date market share gain and 15% business growth. Kaisi Jeebh Laplapayee proved that a truly integrated campaign, one that connects TV, transit, retail, rural telephony, and live events, creates compounding impact that no single channel can replicate.