Case Studies
How #AchchaiKaChatkara by Hajmola had a positive societal impact.
3.6
million Reach
34.9
million video views
2.8
million hearts
About the Campaign
Hajmola's Achchai Ka Chatkara campaign, which aimed to highlight the future philanthropists in our society, enthused users to carry out modest acts of generosity while providing assistance to people in need. The campaign was initially launched through a digital film that highlighted the journey of three people trying to make a positive impact on society: Shilpa Sonal, who teaches children in underprivileged areas; Anchal Bhalla, who feeds those in need; and Omkar Nath, who collects medicines from people who no longer need them and gives them to those who do. With Josh, Hajmola was able to make use of the entertaining short-video platform to give the campaign a social persona and expand its reach with the assistance of the varied community.
A Creative Idea
On the app, a hashtag competition called #AchchaiKaChatkara was introduced. Additionally, Josh conceptualised and produced a branded filter and a personalised soundboard to enhance brand connection with the audience and motivate them to take part in the campaign.
How they Execute
Top influencers encouraged users nationwide to post brief films of themselves carrying out acts of kindness with the goal of aiding those in need, which helped launch the campaign on the short-video platform. This was done in an effort to demonstrate how simple deeds of kindness may have a significant impact on people's lives.
Content creators like Dipti Sharma and Noorin Sha were enlisted to spread the word and nudge their followers to join the campaign.
Impact after Campaign release
What started out as an influencer-led campaign quickly grew into something far bigger. Josh, who stepped up to help the disadvantaged, saw the campaign gain enormous popularity among users. The campaign was effective in keeping viewers interested and produced significant results, gaining over 34.9 million video views, 700+ user-generated content submissions, more than 2.8 million hearts, and a reach of over 3.6 million. The #AchhaiKaChatkara campaign showed how short videos are not only becoming a more feasible way for companies to interact with audiences in meaningful ways, but also how their high level of engagement offers the chance to have a beneficial impact on society.
"The capacity to participate is accompanied by the capacity to have an impact. The vast amount of user-generated content (UGC) engagement that the #AchhaiKaChatkara campaign saw is a testament to short-video content's compelling qualities as well as its capacity to have a meaningful, good impact on the society in which we live. Josh has been able to use Hajmola's platform in partnership with the company to engage with audiences in a meaningful way while simultaneously providing aid to those in need. According to Sunil Kumar Mohapatra, Chief Revenue Officer of VerSe Innovation, "in the future, we hope to participate in more of these projects and use our platform for the benefit of our society."
The Achchai Ka Chatkara campaign by Hajmola was created to honour our nation's unsung, selfless heroes. While the initial campaign focused on the lives of three individuals who consistently worked to improve our nation, we wanted to expand the reach of the campaign to include young people. Josh and I worked together to help us expand the main themes of our campaign and go beyond simple audience engagement to truly immerse them in the brand. Josh helped us accomplish something we couldn't have done alone: we were able to connect with a far larger group of selfless heroes in our society and provide them a platform to express their acts. We were able to increase engagement and inspire action by utilising the structure of a quick video, according to Ajay Singh Parihar, Head of Marketing, OTC, Dabur.