The above case study is an example of Best Brand Building strategy.

Ola flagged off a year-long campaign titled #FarakPadtaHai on World Environment Day, 5th June 2017 to create awareness around shared mobility in the country. The film is the latest addition in multiple online and offline activities rolled out by Ola under the campaign.

It ends with a message that ridesharing solutions like Ola Share, can help reduce the growing menace of congestion and pollution. The film also invites ‘aam junta’ to take the first step towards sharing rides by buying a Share Pass at just Re. 1 between 15th and 31st August.

Mudit Shekhawat, Senior Director – Marketing at Ola said, “At Ola, we are committed to building solutions that are smart and sustainable for our cities. A solution like Ola Share is poised to solve the growing issues of traffic congestion and vehicular pollution and hence, it is important for us to ensure that more and more people are made aware of the benefits of shared mobility and take that crucial first step in that direction. Local innovations like Ola Share Pass will propel such adoption.

Kartik Iyer, CEO Happy mcgarrybowen said, “There’s a certain perception that the youth of this country are indifferent. In fact, the euphemism ‘Kya farak padta hai’ has wrongly come to define them. That is not true. On the contrary, there is a rising consciousness on issues that really matter. This film is in effect, a statement by the youth that draws clear lines on what does or doesn’t concern them. Social prejudices don’t matter. Societal well-being does. The environment, the congestion in our cities, pollution, these are things that warrant real interest. Ride sharing matters. And that’s the real spirit behind Farak Padta Hai.

The digital campaign aims to garner support for the on-going T20 World Cup Cricket for the Blind. It intends to show that while the nation cheers for mainstream cricket, the visually-challenged cricketers require support as they too represent the country at the highest level.

IndusInd Bank, in association with Cricket Association for the Blind in India (CABI), has launched ‘TheOtherMenInBlue’ campaign for the IndusInd Bank Indian Blind Cricket Team under the World Champions Programme – Cricket for the Blind. Advocating the cause, IndusInd Bank aims to garner support, and generate passion and visibility for the defending champions in the on-going match. The digital campaign is conceptualised by Dentsu Webchutney and the

60-second film is conceptualised and executed by Tandav Films.

The campaign intends to showcase the fact that cricket as a religion needs to be all encompassing. While the nation cheers for mainstream cricket, visually-challenged cricketers also make the country proud, both on and off the field, and they too require support while they represent their country at the highest level.

IndusInd Bank has developed a dedicated microsite to encourage people to root for ‘TheOtherMenInBlue’. To make it more participative, the bank has developed a unique game, with 3D sound technology, that provides users with a first-hand experience as to how the visually-challenged cricketers play the game.

Anil Ramachandran, Head, Marketing and Communication, and Head, Retail Unsecured Assets, IndusInd Bank, said, “All this while we have been advertising product wise. As an organisation we thought that there is a need to do something for the society that we live in. Therefore, over a period of time, we have started supporting causes that we believe in.”

Commenting on the campaign insight, Jain said, “India is believed to be crazy for cricket. However, the fact is that we follow only the Men in Blue. Most people are not even aware of the achievements of other Indian teams. The IndusInd Bank Indian Blind Cricket team is a reigning T20 World Champion and what is most surprising is that many people don’t even know that we have a Blind Cricket Team. We wanted to make people think about the amazing capabilities of the IndusInd Bank Indian Blind Cricket team and not just focus on their disability. To make people curious and to take them by surprise, we branded IndusInd Bank Indian Blind Cricket team as ‘TheOtherMenInBlue’.

A two-week campaign on social and digital platform aims to garner goodwill and cheer for the Champions – the main highlights being a massive influencer campaign via social media, player profiles, thought provoking / did you know content, interactive contests and games which will make the overall experience highly participative and engaging.

Ramachandran feels that the consumer reaction on the campaign is ‘Awesome’. He said, “People have reacted wonderfully on social media. People are retweeting the campaign. It is awesome to see that the people are reacting at an emotional level. In a small way, we have contributed in building awareness for the cricket team. We are overjoyed because people have started understanding the efforts that goes into these kinds of games.”

The above campaign can be a very good example of Brand Building. The campaign is spreading social awareness which attracts consumer towards the brand.