The "Dil Se Bandhan" campaign introduced a unique, tech-driven approach to Rakhi gifting but faced several challenges. The consumer journey was complex, requiring multiple steps—ordering from a cloud kitchen, visiting Instagram, entering details, and recording a video message—leading to potential drop-offs in participation. Scalability was another challenge, as the initiative was limited to ITC Master Chef Creations' direct orders, missing the opportunity to expand reach through Swiggy or Zomato integrations. Additionally, while the campaign leveraged personalization, the lack of a special Rakhi gifting edition reduced its appeal as a premium festive offering. A stronger PR and influencer collaboration could have amplified the campaign’s visibility among the SEC A audience. Finally, while the campaign achieved remarkable results with a limited budget of ₹18.6K, a higher investment could have maximized its novelty, reach, and engagement.
The Solution
To address these challenges, future iterations of the campaign could simplify the user journey by integrating the AR video message feature directly into the ordering platform, reducing friction. Collaborations with Swiggy and Zomato would provide a seamless gifting experience and expand the reach significantly. Introducing a dedicated Rakhi gifting edition with premium packaging and festive elements could increase consumer interest and emotional appeal.
A stronger digital PR push and influencer partnerships would help drive engagement, especially among high-value consumers. Additionally, increasing the budget would allow for better promotion, wider reach, and a more refined execution of the campaign.
The Result
Despite the challenges, "Dil Se Bandhan" achieved impressive engagement and reach with a minimal budget. The campaign reached 6.66 lakh people, generated 8.79 lakh impressions, and maintained strong engagement levels at 8.79 lakh interactions.
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