Case Study

Categories Name : A. Marketing Strategy

Sub-Category : A16. Promotion

Campaign Name : India, Ab Hadh Kar De.

Brand Name : Aditya Birla Capital

Agency Name :

Results

A central pillar of India, Ab Hadh Kar De was the “Cheer for India” contest, hosted on the campaign microsite. Users could submit a video saying "India, Ab Hadh Kar De", supporting Indian Olympians, turning fans into active participants rather than passive observers. The contest gamified national pride, allowing audiences to feel personally connected to athletes’ journeys while amplifying the campaign’s emotional core. The response was overwhelming. Over 700,000 users participated, generating nearly 950,000 sessions on the microsite, with submissions shared widely across social media. UGC adoption was high, as participants posted entries on Instagram, X, and WhatsApp, organically spreading the campaign beyond the brand’s owned channels. Engagement wasn’t just quantitative — sentiment analysis showed overwhelmingly positive reactions, with users expressing pride, motivation, and emotional connection to both the athletes and the brand. The contest effectively bridged the digital and cultural experience: users weren’t just consuming content, they were creating it, sharing it, and advocating for it. By giving audiences a tangible way to participate in India’s Olympic journey, the contest drove both brand engagement and emotional resonance, establishing Aditya Birla Capital as a purpose-led enabler of national pride and a pioneer in socially amplified, participatory marketing within the financial services sector.