#LivThisDiwali was a campaign by Sony Liv to celebrate the festivities of Diwali by sending greetings to their loved ones. Also a video was released to promote the campaign which beautifully captured the love between two brothers.

1. #LIVThisDiwali

2. Agenda
• About the Diwali Movie “Chhoti Khushi”
• Objective of the campaign
• Campaign Idea
• Big Idea
• Activation on social media
• Amplification
• Impact of the video

3. Objective of the Campaign
• Create connect with the audience
• Celebrate the biggest festival of India in a grand
style with your loved ones
• Spread happiness with Send a Wish
• Spread virality of the video

4. Campaign
Idea

5. About the Diwali Movie - “Chhoti Khushi”
Diwali is a festival when all the family members unite and
celebrate it together. This movie tries to translate the same feelings
of togetherness through a story of two brothers. It is a story of
erasing judgments, and staying in the moment. It’s a story about
two brothers shredding their egos on a special day. This Film is
titled as “Chhoti Khushi” and is presented by Sony LIV. This
poignant story explores the complex relationship that Indian
siblings share with each other, and how Diwali can become the
raison d’etre for bringing together those, whom circumstances
and situations often pull apart.

6. Campaign Idea
• Diwali is a popularly celebrated festival in India
• The essence of celebrating Diwali becomes special when you are with your
family as the bond you share with them cannot be compared to anyone else
• The movie encapsulated the same feelings in the video
• Thus was born “#LivThisDiwali”
• #LIVThisDiwali became an apt campaign name as it not only created a brand
connect but conveyed the message of celebrating this festival with your family
• An extension to the thought was to send greetings to wish their loved ones and
celebrate it virtually as well
• Hence, a microsite and a Facebook application was created which would
help everyone send a personalized wish to their loved ones by send a wish on a
microsite

7. #LivthisDiwali Workflow
Watch the video
Make your
personalized virtual
greeting
Send it to your loved
ones

8. Drive Engagement
• A unique hashtag was created i.e. #LivThisDiwali along with the
brand name to create brand affinity
• Participation was encouraged through regular interaction and by
bringing the emotional connect in our communication

9. Activation

10. #LIVThisDiwali
A celebration of Festivals with your loved ones

11. #LIVThisDiwali on Social Media
• Launched the movie on 5th
Nov
• Crossed more than 10,00,000
video views on 14th November
• The maximum video views
have been achieved through
Facebook which is more than
6,00,000
• Activated the ‘Send a wish’
thought with #LIVThisDiwali by
giving a beautiful opportunity to
people to send customizable
greeting to their loved ones
through Sony LIV

12. Contest Mechanism
• The participant had to watch the #LIVThisDiwali video
• After the video was complete it had a option to create
a personalized greeting
• The greeting can be shared with your loved ones on
Facebook and Twitter
• The best personalized greeting shared on our page
would stand a chance for winning Samsung Smartphones.

13. Results
• We received tremendous response on our microsite and
Facebook Application
• More than 300+ personalized greetings were send to their
loved ones
• Some of the most beautiful messages were created for friends
and family and the campaign was covered in various media
aggregators websites
• The primary objective of increasing the virality of the video
views was achieved as we were able to achieve more than 1
million views

14. More than 300+ Diwali Wishes Sent

15. We didn’t stop at that…
We received numerous entries on Twitter as well

16. Tweets we Received
We received more than 500+ tweets to our handle
And More than 1100+ retweets

17. #LIVThisDiwali Trending across India
• We trended across India for 45 min with
#LIVThisDiwali
• We were trending in Mumbai and Delhi for 4
hours

18. Increase in Followers
• We have increased the follower base by 1050 followers on the
day of the contest.

19. Impressions on our Twitter Page
• The average impression on our Twitter page was very high as
compared to other days
• The Twitter contests on the particular day played a big role in
getting us a lot of traction and new followers on our handle

20. Tremendous Growth in our Follower Base
Follower Base Twitter
As on 4th Nov 19,586
As on 14th Nov 21,408
Growth 1,822

21. Viral Video Reach
Video Views
Facebook 6,40,297
YouTube 4,08,210
Website 3,800
Total 10,52,307

22. Published across various Social Media websites

23. Articles in Business Standard and News World

24. Editorial by Miss Malini
•We have covered our movie
#LIVThisDiwali with Miss Malini which
was published today on her blog
page.

25. Reach received on Miss Malini Editorial

26. Articles Published
•The movie had a ripple effect on social media with various blogs publised
on the short film