The social media platform 'Songs for Sisters' invited brothers to share their messages through facebook and twitter & in record time of 1hour we converted these texts into lyrics to compositions, to full length songs, then to hyper-personalized music videos with India’s 3 leading rock bands.

The videos were hosted on YouTube, seeded & tagged back on social-media as a surprise gift by the brothers. Beyond this, to draw participation the platform was promoted on TV, radio and relevant gifting-greetings portals. The songs were also shared on radio where RJs called up the sisters & live on-air played the customized dedication.

We created over 46 hyper-personalized original compositions that received over 1.7 million views within 3 days. This generated 239 million social impressions in 5 days and resulted in #SongsForSisters trending nationally for 3 consecutive days. Over 2,600 messages online & 1,500 call-ins proved that the brothers did not shy away to do something special for sisters.

Even the brand sales during Rakhi went up by 28% (vs 2013) & Cadbury Celebrations’ market share within organized food gifting category grew from 55% to 65%. Imagery scores on ‘To celebrate happy moments’ went up by 100%.