Case Study

Categories Name : E. Short Form Video

Sub-Category : E1. Micro-festivities Campaign of the Year

Campaign Name : #TyoharonKaKing

Brand Name : King's Oil

Agency Name : DVIO Digital

Results

The King’s Oil Holi campaign emerged as a masterclass in culturally immersive, micro-festive marketing, leveraging Moj’s interactive tools and creator ecosystem to bring a traditional kitchen brand into the heart of digital celebrations. By anchoring the campaign around Holi’s joyous spirit of colours, food, and community, it created an experience that was both intuitively festive and platform-native. Executed exclusively on Moj, the campaign combined a branded AR lens game, where users collected festive “pakwans” and dodged balloons, with regional creator-led storytelling, a branded hashtag challenge, and strategic in-app placements like Explore Page ranking and Header Banners. This multi-touchpoint approach made King’s Oil more than a sponsor of Holi - it became a participant in it. The numbers speak volumes: • 236Mn+ views • 69K+ user-generated content (UGC) • 34.28% engagement rate These results weren’t just driven by scale, but by resonance. The AR game’s playful format made festive cooking shareable and fun, while the use of vernacular creators ensured deep cultural relatability across regions. Amazon voucher incentives further fueled participation, turning casual users into brand advocates. In a highly cluttered festive season, King’s Oil carved a memorable space not through loud visuals, but through emotional insight, placing food at the center of Holi’s celebration and making it digitally interactive. The campaign exemplifies how even a legacy brand can lead a modern, short-form-first narrative by honouring cultural context and leveraging platform innovation.