Google=Online Search Category.

But the number of searches was not commensurate to the growth in internet users in India?.

While they are online on the mobiles, people were busy updating theirs posts on social media or watching their favourite videos, or were found downloading the latest apps. They were not on Google.

Investigating why, led us to realize that Google search was primarily seen as a directory of links to other websites. It was not seen as providing direct answers to queries.

We understood that most of their information needs were precise or local

and required on the go e.g. movie/ airline schedules, cricket scores, restaurants, etc.

for which they used numerous apps like ‘Bookmyshow’, ‘ClearTrip’, ‘CrickInfo’, ‘Zomato’ etc.

Ironically ‘Google search’ could provide the same direct answers, accurately and more conveniently. But people were not familiar with the new search features that made this possible. So we had to create mass awareness for the capabilities of Google Search.

But mere awareness however does not lead to a behavioural change.

To make them use Google search for all their information needs we had to make the connection between real life and Google, magical - inspire them to explore its capabilities.

So we created Google Reunion.

A moving story of two friends separated by the, 1947 Indo-Pak partition reunited with help from Google search!

Did it work?

- Campaign went viral: 1 million views in less than 30 hours! 5 million in 5days!

- The campaign has over 15 million views on YouTube

- It has received over 86,664 likes, 61,158 re-shares and over 20,000 comments

- Media across the world waxed lyrical about the campaign

- Celebrities and consumers alike where made emotional resulting is a lot of buzz and chatter on social media

- Fazal Sweets which was featured in our advertisement has become a tourist destination. And the “Jhajariya” which they had stopped making years ago (also featured in the advertisement) has been revived on popular demand!

- Most fittingly the campaign also helped bring two nations closer! Aman ki Aasha, a campaign for peace between India and Pakistan, tied the ad into the ‘Milne Do’ campaign against visa restrictions between India and Pakistan.