Social Beat Projects
Tata Mutual Fund - Say #NoToKatauti
Campaign Objective:
To promote the Tata Mutual Fund Tax Savings Fund, deliver higher engagement, quality leads that would lead to successful conversions, and make the product stand out in the competitive mutual funds market space in India.
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Creative Idea:
When consumers are shorted on what they deserve, there is a deep sense of disappointment. This is a universally relatable feeling consumers experience on a day to day basis. Using engaging and everyday scenarios, we highlight the importance of investing in Tata Mutual ELSS Tax Saving Scheme so you can get the most of your hard earned money. Comprising of 4 short videos featuring protagonists across demographics in situations that we find ourselves, we distilled the communication to, Say #NoToKatauti.
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Award:
Foxglove Awards | Best Service Launch Campaign of the Year | Oct 2019
Tata Mutual Fund - #NoToKatauti Campaign
Tata Cliq - #YouMadeItCliq Campaign
Campaign Objective:
Increase engagement and awareness for Tata Cliq, a premium e-commerce platform, on Instagram.
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Creative Brief:
Before the Covid-19 pandemic, working-from-home was one of those rare luxuries. Suddenly, it became the way of life. As people started missing working from the office and everything that comes with it, Tata Cliq's ask was a heartfelt campaign that would soothe work-from-home blues and resonate with their audience that largely consisted of urban working adults. The desired impact of the video was to reassure, remind, and make the viewers nostalgic for what seemed to be the good old office days.
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Creative Idea:
With WFH being a trending topic and much content already existing on employees missing the workplace, we decided to tell the story from a different perspective. The campaign film is narrated through different inanimate objects around the office, telling employees, #YouMadeItCliq. The film was executed using purchased stock footage and voice-overs from different theatre artists and radio jockeys to bring the objects to life.
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Awards:
CIDCA | Online Video - Short Form (180S or less) | July 2021
Afaqs! | Best Long Form Video (More than 30s) | June 2021
Shark Awards | Best Small Budget Marketing Campaign - Bronze | Oct 2020
Harappa Education - #TakeTheLead
Campaign Objective:​
How might we get skill seekers to adopt and cultivate soft skills as habits for professional success and personal growth, create awareness and increase enrollment to Harappa Education's 5-Course Leadership Program.
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Creative Idea:
The main insight to the idea was that when we hear the Leader, we imagine a person in power, someone who sits on top in the hierarchy. But being a leader isn't synonymous with management, rather it stems from your behavior, characteristics, and style and there is no one way to be a Leader. So why not reposition what it means to be a Leader with Harappa Education? Through the campaign video, we highlight the 5-Course Leadership Program is curated to help cultivate the skills to become a better leader. Not in the traditional sense but as Harappa defines the habit to lead, "sharpen self-awareness, build emotional intelligence, and take charge of your growth." Nurture the habit to lead with Harappa Education and #TakeTheLead. Along with the main film, we also created shorted 15s Instagram Story ads focusing on the program as well as the individual courses.
Harappa Education - #TakeTheLead
Swiggy - Star Hunt Campaign
Campaign Objective:​
Exclusively for the Swiggy Delivery Partners, the aim of the campaign was to keep them engaged and position Swiggy as a compelling choice for existing and potential Delivery Partners.
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Creative Brief:
With TikTok having gained tremendous momentum in India with a huge segment of users from Tier 2 and 3 cities, Swiggy's mandate was to create a campaign that would implore their Delivery Partners to showcase their talent on a national level and participate in the Star Hunt Competition.
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Creative Idea:
Swiggy Delivery Partners deliver our food even during peak traffic and erratic weather so our idea focused on how they make their demanding job fun and entertaining, bringing out their lesser-known, talented and fun sides.
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Awards:
Foxglove Awards | National for Best Digital Brand Video - Gold | Sept 2020
Swiggy Starhunt Campaign
Sundaram Mutual - Equity Fund Launch
Campaign Objective:
To promote and increase digitally assisted sales of Sundaram Mutual's new fund launch, the Equity Fund.
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Creative Idea:
The Equity Fund provides long-term wealth creation so we connected the fund to a mother's nurturing quality to bring out the core messaging that like a mother's support, security and care, the Fund's benefits can be seen through time. We created 3 versions of the video to be used across platforms, including a 30s for the YouTube Masthead.
Sundaram Mutual - Equity Fund
Social Beat - Public Service Announcements
Environment Day 2021 - #DoNotBackslide
Creative Idea:
The idea of the campaign was to encourage sustainable living from the purview of the pandemic years. Through whatever means, 2020 and the pandemic has made us more conscious of our behaviors and the consequences of our actions. With this campaign, we encourage sticking to the momentum and the prudence of sustainable living. We decided to approach this a relationship, one with nature that we need to fix. Why do we go back to relationships that are bad for us? We tried it, we knew it wasn’t working out, it wasn’t good for us, and we decided to move on. And yet we backslide, because it is familiar, comfortable, and easy. Just like how moving on to a sustainable lifestyle seems difficult, it’s easier to stick to what we are used to, even though we know it isn’t good for us. Only in this case, we are that toxic ex one needs to stay away from. So by using phrases we are very familiar with when it comes to relationships, we highlight why we need to change and not backslide to our old ways. Because this is one relationship we have to fix, we don’t have any other alternatives.
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Women's Equality Day 2020 - #MakeTheWriteDecision
Creative Idea:
What we see, more often than not, is that ads don’t accurately reflect the world we inhabit. Think about it, do women only play the role of a homemaker in your life? Are the women in your life passive and let others speak for them? In your group of friends, are the boys given more time to express their opinions over the girls? When our reality is not what is portrayed, then why not start telling stories that are inclusive, stories that reflect the complexity & diversity of our world. Because we’d prefer to watch that anyway. At Social Beat, we take the pledge to do better, to make changes at the drawing board through the campaign #MakeTheWriteDecision.
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Road Safety Awareness 2019 - A day in the office ft. Bad drivers
Creative Idea:
The objective of the video was to mirror the bad behavior of drivers on the road in our everyday office life to show how ridiculous it would be if we chose to abandon the rules, taking a rather cheeky angle on road safety awareness. We covered road rules using common office etiquette as examples. The video asks the question, if you wouldn't do it in everyday life, why do it on the road?
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Awards:
Talentrack Awards | Best Digital Content, Social Cause, NGO | June 2020
Foxglove Awards | Best Use of Video for CSR | Oct 2019
Maddies Awards | Best Digital Public Service | March 2019
