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Short video app Josh and two-wheeler company TVS Motors recently collaborated for the #mileagekabaap campaign.
During the ongoing festivities, the hashtag challenge was aimed at promoting the long-distance offering of TVS Sport motorcycles by supporting an engaging format of short video content.
As TVS Motors tried to connect with its audience in a credible way, the hashtag ‘#mileagekabaap’ was realized as a spin on Amitabh Bachchan’s dialogue from the movie Shahenshah.
“Rishtey mein toh hum tumhare baap hote hai” (original clip) got a fat makeover as it was reinterpreted in the context of GenZ.
In addition to this, a dynamic filter and custom soundboard, supports the hashtag challenge to effectively engage with the target audience and create an impactful brand presence for TVS on Josh’s app.
According to the brand, the campaign was successful and managed to get 112.8 + million video views, more than 1400 UGC videos created and about 8.6 million hearts received.
Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation, said, “Short video and user-generated content are increasingly used by brands to engage with audiences. The #mileagekabaap campaign, therefore, is a perfect example of how brands can not only engage, but also engage with their audience to create brand experiences As the first designer, a platform to promote content, Josh enables brands to reach their audience with engaging campaigns while also giving creatives the opportunity to work with big brands. Through our relationship with TVS Motors, we, at Josh, have been able to help TVS grow and implement a profitable format of short video content in combination with the power of UGC. The results achieved by the campaign speak volumes about the potential of short video and UGC to increase brand relationships and attract audiences.”
Aniruddha Haldar, Senior Vice President – Marketing, TVS Motor Company, said, “Short format videos have become the go-to platform for consumers and Josh has provided a powerful platform for TVS Sport to engage its consumers with its powerful message. The #mileagekabaap challenge has seen the TVS game achieve over 100 Mn with amazing reach and engagement levels. The digital reach has been extensive from all pop platforms and has enabled us to connect with our Bharat audience on a much larger scale. TVS Sport and Josh was a successful combination!
Josh’s partnership with TVS Motors is an ongoing relationship. Earlier this year, Josh and TVS collaborated to promote TVS’s Star City + motorcycle.
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