&pictures and TheSmallBigIdea launch an Instagram version of Dumb Charades

Digital-first branding agency TheSmallBigIdea (TSBI),along with &pictures, Naye India Ka Blockbuster Movie Channel, has created a first-of-its-kind campaign by taking the contemporary Bollywood game, Dumb charades, online and has launched a unique and interactive property, ‘&Charades’ on Instagram.

Staying true to its promise to give creative digital solutions and curating diverse campaigns forits clients, Team TSBI has yet again come up with a distinctive property,&Charades.

Exclusively designed for &pictures’ Instagram, &Charades will have a series of interactive videos releasing every alternate day that will feature a host enacting popular Bollywood films along with graphical clues. This will not only get the audiences intrigued, but also make them come back and look forward to the next clue. The audience can participate in this exciting game by guessing the movie name in the comments using the hashtag– #ANDCharades.

Harikrishnan Pillai, Co-founder, TheSmallBigIdea, said, “A Bollywood lover on social media is exposed to a plethora of content. We have been managing the social assets of &pictures for the last three years and have lived this journey very closely. We wanted to take the content experience to the next level. Dumb Charades is a widely accepted Bollywood game format and we took it online in a visually interactive and appealing way. &Charades defines the ethos at TheSmallBigIdea – a small, simple idea which has the potential of making a big impact.”

In September 2017, Wildcraft, the most loved outdoor brand in India faced a daunting task. Their image of a ‘backpack’ brand had dwarfed the rest of their portfolio. With a shoe-string budget, the brand turned to social PR. Simply put, now, a few-thousand-fan strong Instagram page had to do the job of an entire marketing team.

Whist Wildcraft’s backpack legacy didn’t aid the brands current perception in its consumers mind, it did however arm the brand with unlimited ammunition of trust from its consumers and trust, in a post-truth world translated into crafting a creative strategy that enabled the brand to build itself through a collaborative, community-centric approach. Therefore, we personified the brands proposition of #ReadyForAnything and termed it #WildcraftWildling, a personality whose etymology lay deep in internet pop-culture allowing anyone and everyone to connect with it. The brands next leap of faith was to switch off its own daily social media content and hand the keys to the brand to 15 carefully handpicked micro-influencers who we would collaborate with and narrate the stories that the collection sparked through their passion and creativity.

Results

The risk we took, paid off. From stunning films up in the Himalayas to the urban jungle of Mumbai, we captured every possible geography of the country and showed off the collection by weaving in the spirit of the outdoors, our #wildcraftwildlings’ personality and the brand’s marketing objectives. Over a 150 organic pieces of top-notch content were created by passionate customers of the brand, for the brand. Word of Wildcraft’s “social media shutdown” travelled through dark social spots like Instagram Direct Messages, Chats among fans and community reposts… all of which piqued fans’ interest, and brought them on to brand’s Instagram page organically. Within three months, we went from:

• 9.5k followers to 15.6k – a jump of 64% on Instagram

• 0 pieces of User Generated Content to 1500 pieces of content on Instagram, all by putting our faith in our 15 #wildcraftwildlings …all in a shoestring budget. Guess shutting social media down isn’t a bad idea after all.