The Bombay Store launched a social media campaign called #ChappalMaaro on Twitter to promote their new line of flip flops. The campaign was a success, trending as the #1 hashtag in India and Mumbai within 25 minutes. It achieved over 1,50,000 total outreach and 4,10,000 impressions. Feedback was also positive, with a brand sentiment of 7:1 positive to negative. As a result of the campaign, flip flop sales increased by over 80% in less than 5 weeks.

1. #ChappalMaaro
An initiative by The Bombay Store
Social Media Marketing by MindShift Interactive

2. Objective
To spread awareness about the range of flip
flops introduced by The Bombay Store

3. Strategic Approach
Chose Twitter as the primary platform to engage and interact
Created a hashtag appropriate towards ensuring awareness about Flip Flops
Selected a day of the Municipal Elections in Mumbai, India and used it as a
conversation starter
Leveraged the sentiments of the Youth towards the elections with a humorous
twist to it
#ChappalMaaro was the hashtag chosen. The term, in Hindi, is used to
denote the action of hitting someone due to an activity you dislike.

4. Consumer Sentiments

5. Influencer Interactions

6. #ChappalMaaro Trending
in India

7. #ChappalMaaro Trending
in Mumbai

8. Outreach in the
first 25 minutes!!

9. Overall Campaign Outreach

10. Demographic Outreach

11. Chart Toppers

12. Campaign Sentiments

13. Campaign Summary
Total Outreach:
+1,50,000
4,10,000 Impressions (via tweets)
650+ Tweeps (unique) used # ChappalMaaro
Unique Users of +78 who spoke directly to the brand
Brand Sentiment: 7:1 (Positive : Negative)
Trended as the No 1. Hashtag in India & Mumbai
within 25 minutes of its introduction

14. Key Achievements
• The Bombay Store wished to introduce Flip Flops, something never
before associated with them before. The success of #ChappalMaaro
coincided with the launch and lead to a 80% + sellout in less than 5
weeks.
• Gaining consumer insights in advance helped modify the campaign
to ensure a successful outreach, achieving a successful ROI and
acknowledgement within the Industry as a best practice.

15. About The Bombay Store
In the early 1900s while India was still under the British rule, one of the
strongest manifestations of mass awakening was the desire to patronize all
that was swadeshi (Made in India). Great Indian patriots and businessman
like Lokmanya Tilak and Sir Ratanji Jamshedji Tata amongst others
conceived Bombay Swadeshi Co-Op Stores Co. Ltd, which came into
existence on 17th December 1906. It became the first retail organization
to be listed on the Bombay Stock Exchange.
As the store now caters to an audience with a contemporary mindset, the
brand was therefore rechristened in December 1995 as The Bombay
Store. The Bombay Store currently operates out of 12 outlets.

16. About MindShift Interactive
MindShift Interactive is an Insightful Digital Outreach powerhouse that
provides business with a data-centric approach towards achieving an
impactful, innovative and, most of all, sustained Social Media presence.
MindShift Interactive Private Limited is the parent company of MindShift
Digital and MindShift Metrics, our Social Media Marketing Agency and
Social Media Research Company respectively. Combined together, they
give businesses an insightful and innovative Social Media Outreach.

17. Thank You