IndikaliedoA Marketing Casestudy

Overview• In an endeavor to support vibrant art and culture, Tata Housing in

association with DDB Mudra Max presented Indikaleido 2012, a three-day festival (2nd - 4th November) organized at Horiman Circle in Mumbai. The event encapsulated a variety of music, dance, theatre, puppetry, astronomy programs and workshops

• The event was a huge success and saw participation from approximately over 20,000 people from all walks of life. Moreover Tata Housing hastag Switch2Green was trending in Mumbai on Twitter and the company’s Facebook page saw an increase by over 8000 new fans.

•  Tata Housing unveiled its Green CSR Campaign Beautiful Is Green (BIG) at the event, which was an extremely engaging initiative. Over 1000 people pledged to live a greener tomorrow. This campaign also received a great response on Tata Housing’s Facebook & Twitter pages which were filled with personalised experiences at Indikaleido.

Objective• Tata Housing’s objective to get associated with

Indikaleido was to strengthen its association with the art and culture

• Also through this event Tata Housing wanted to create mass awareness for it’s Green CSR initiative – BIG (Beautiful is Green)

Challenges• Tata Housing finalized the event participation at a

very last moment and hence had very little time to create the required buzz around the event

• Ensure that the communication had emotional buy-in• Create interest around the initiative from social

responsibility perspective

Strategy• The only way to reach mass audience in limited time

was to quickly initiate social media campaign• Supported by traditional PR activities and outdoor

media

Tactics• Use of offline PR activities using traditional media• Splash screen on Tata Housing website• Social Media

– Separate Tab was created on Facebook to offer info on the event– Frequent engaging posts on Facebook Page– Attempt to make our hash tag trend on Twitter– LIVE Tweeting from the event venue– Seeding of event info on various forums and groups across social

networks– Social Bookmarking– Targeted advertisement banners through Facebook to direct traffic to

the relevant Facebook page and encourage interaction• Outdoor advertising to encourage greater local involvement

Traditional Media

PR

Online Coverage• http://timesofindia.indiatimes.com/speednewsshow/17087606.cms• http://www.dnaindia.com/entertainment/report_a-slice-of-india_1759658• http://www.mid-day.com/lifestyle/2012/nov/041112-Why-you-should-go-to-Horniman-

Circle-today.htm• http://www.afternoondc.in/city-news/indikaleido-a-3-day-fest-at-horniman-circle-gar

den/article_68321• http://freepressjournal.in/music-concert/• http://www.tata.com/article.aspx?artid=PsHLrWoaDts=• http://know.burrp.com/arts-entertainment/a-cultural-kaleidoscope/45928• http://news.pluggd.in/tata-housings-indikaleido-congregated-to-celebrate-the-citys-r

ich-art-culture-at-horniman-circle-mumbai-221/• http://www.afaqs.com/news/company_briefs/index.html?id=55372_Tata+Housing+p

resents+Indikaleido+Festival+2012+launches+Beautiful+is+Green+(BIG)+initiative+at+the+event

• http://www.newspolitan.com/forum/art/india/maharashtra/GQ5DMNJVHA3UCVCU_4665583

• http://orissadiary.com/printStory.asp?id=37541

MARKETING CASE STUDY

Indikaleido Facebook TabPreLike PostLike

Facebook Advertisements

Facebook Engagement Posts

MARKETING CASE STUDY

Tweet Profile

Some influential people who participated in the activity

Sample Conversations

Promotion tweets by Tata Housing

Social Bookmarking

Indikaleido was promoted on other social sites as well

The following are the websites on which the Indikaleido event was promoted through social bookmarking.

• Yahoo• Historious• Stumble Upon• Diigo• Delicious

Delicious

Diigo

Historious

Stumble Upon

Yahoo

Blogs

Outdoor

MARKETING CASE STUDY

Results

Results• Over 20,000 people attended the event• The IndiKaleido event increased the fan base on Facebook

from 43318 to 47288• The Facebook page talking about us increased from 325 to

4696• More than 1000 people took the big switcher pledge at the

Indikaleido festival• Our hash tag #Switch2Green was trending in Mumbai • Tata Housing’s handle @tata_housing also trended in Mumbai• Both the hashtags received a trending at Mumbai level for

upto 4 hours

MARKETING CASE STUDY

Event Stills

Thank You!