Our campaign for Meetha, #HoliKaMeethaRang was created and executed with the objective to create brand awareness and increase reach of the premium Mithai brand. The festival of colours was an ideal occasion to tie the brand with a relevant topical campaign.
The aim was to incorporate Meetha’s ‘Holi’ Special Indian Sweets throughout the campaign. Further, find and collaborate with a brand that matches the tonality of our brand.
After a thorough research undertaken by our team, we identified the most appropriate brand to collaborate with. Phool, an organic gulal brand, helped us create a unique and holistic hamper. We conducted a PAN India giveaway together, to reward 10 winners with a Meetha x Phool hamper. All the assets that were used for this collaboration, included a collaborative tag which helped us reach out to an audience outside of our existing audience base. This resulted in 15k views on reels and 450+ profile visits from a single static post.
To maximise our brand awareness, Meetha introduced its first AI Filter created by BlackCab, which was interactive and engaging. Upon introduction, the filter gained over 160+ impressions within the first week and continued to improve as influencers and celebrities used and promoted our filter. The campaign was successful as we managed to get over 5.5k+ captures on the filter.