1.7M impressions and 881k reach with a massive social media campaign | Raskik (Acquired by Jio) viral moment with dance, music & games

Medium

Instagram

Being a new entrant in the market, visibility was a key objective for the brand. Young urban Indians being their target audience, we chose the route of virality to achieve this goal. We approached this through 3 strong pillars –

1. Collaboration with Yashraj Mukhate:
To infuse a unique musical element into the campaign, Raskik collaborated with Yashraj Mukhate, a well-known Indian music producer, composer, and social media personality. Mukhate, famous for his viral tracks like “Rasode Me Kaun Tha,” “Pawri Ho Rahi Hai,” and “Biggini Shoot,” created a catchy and memorable jingle specifically for Raskik. This jingle became the cornerstone of the campaign, encapsulating the brand’s vibrant and refreshing identity.

2. Influencer Hookstep Challenge:
The campaign featured a dynamic collaboration with 35 influencers, strategically selected to include a mix of macro and micro influencers. These influencers were divided into eight teams, each with a unique name to reflect their style and energy: Hookstep Hustlers, Freestyle Ustaads, Groove Masters, Rock’nRollers, Swag Steppers, Dazzling Duos, Dance Deewanes, and Beat Breakers. The primary activity was a hookstep challenge, where each team created a dance routine inspired by the Raskik jingle and the audience participated in online voting to select the winning team.

3. Gamified AR Experience:
To add an interactive layer to the campaign, a gamified Augmented Reality (AR) filter was launched on Instagram. This filter provided an immersive experience, allowing users to play a fun game. Participants who scored above 60 points in the game were rewarded with Amazon vouchers. This gamification strategy not only entertained the audience but also provided an additional incentive to engage with the brand.