Vistara, a young entrant in Indian domestic aviation from the gene pool of Tata and Singapore Airlines was looking for an integrated campaign to communicate with the audiences, with a tint of local flavour. Diwali, arguably being the biggest festival celebrated in India was the best occasion to connect and become a part of the diverse Indian fabric.
Diwali always has been a Big Fat Festival of India and what makes it even more special is that it celebrates auspicious beginnings as well. So many people will celebrate the Pehli Diwali of their marriage, their newborn, a new venture on this day and pray to the Gods for luck. We chose this occasion to connect Vistara's Pehli Diwali with these consumers and ask them to share their reason for wanting Vistara to place them on a flight on this auspicious day to any destination of their choice from Vistara's network.
We launched the campaign with a series of videos of what a flyer's wish is from Vistara on the auspicious occasion of Diwali.
As video was the main communication starter, we used Facebook as the main platform for this contest and amplified it on Twitter in parallel.
Thousands of entries came from people. It was a Pehli Diwali for a lot. To many it was Pehli Diwali after marriage or after setting up a start-up and even for a new born.
Overall, we generated over 20 M impressions on the campaign hashtag #HamaariPehliDiwali with 15 M views on all three teaser videos combined. (place these numbers as infographics. Gian check with Nitin to gig up earlier infographic we placed in concept card).
The hashtag also trended on Twitter for a couple of hours solely with organic push.
Vistara, a young brand, quickly made a very warm connection with the audience and this relation only grew stronger in the coming autumns.