Majority of Indian parents consider any non-academic passion their child might display to be a distraction from scoring perfect marks/grades and believe these should be gotten rid of.

So, before exam time, we set up a pop up store at a popular city mall and launched the Exam Sale, where kids posed as salespeople, selling their own non-academic possessions like guitars, cameras, sneakers, etc.

When curious shoppers inquired, they were shocked and moved to know that the kids were giving these items on sale 'for free', as their parents thought these 'useless things' would distract them from academic pursuits. With the message of #lookbeyondmarks, the idea tugged at the hearts of parents and made them ponder over their own outlook towards kids and marks.

The idea connected with millions of Indians after its video went viral, and #lookbeyondmarks was extended into innovative classified print ads, radio and facebook filters.

The Exam Sale was planned meticulously right before exam time, since this is when Indian parents pressure their kids for perfect scores the most. Given that parents believe non-academic passions are a distraction and should be done away with, we chose to execute the activity at a bustling city mall.

The activity video was designed to spread through a ripple effect affecting multiple influencers. It was widely shared organically on Whatsapp across the world. Schools, colleges, PTA groups, Bollywood stars, thought leaders, recreational groups, parents, and teachers spread the #lookbeyondmarks message, amplifying its appeal manyfold.

The video was also shared on the brand's social media pages. The idea was extended into innovative interactive classified print ads where kids spoke to readers, selling their possessions, which could be bought by the reader.

We also did radio ads and #lookbeyondmarks facebook profile picture filters.

The campaign shook and moved the country.

Results:

11.1Mn Video Views

240 Mn Impressions

75 Mn Total Reach

Engagement rate 11% (twice of industry average of 5.5%)

Brand's Facebook page visits increased by 110%

In terms of Sales, the brand had the best quarter since 2016. While the category grew at 5% the brand registered a record growth of 8.2% in comparison.

On social media platforms like Facebook, Twitter, Youtube, LinkedIn, Instagram; the campaign got immediately picked up and shared by Schools, Principals, Parents, Bollywood Celebrities, Industrialists, Politicians, etc.

Close to 300 key influencers engaged with the campaign generating 2.1 million views . Additionally, around 40,000 people shared the campaign from this influencer network.

People didn't just relate with the piece, they were so emotionally touched that they poured out their personal stories passionately and rallied for a shift in mindset. People event went to change their Twitter handles to reflect their marks and add profile picture filters on Facebook to spread #lookbeyondmarks.

Within hours of its release on Whatsapp, it was shared by millions across the world. School Groups, PTA Groups, Recreational Groups, Alumni Groups, Parents were so touched, they didn't just view it but also turned propagators and spread the message.

The campaign gained scores of organic PR coverage in online and offline publications & educational and parenting blogs, including important ones like BuzzFeed, EDTIMES.IN (Youth education website), BrandEquity, livemint and several Indian news websites and even international pages.

Other brands too complimented and joined the campaign.

The 'Bournvita Exam Sale' did deliver big numbers, but it did far more. It managed to make a marks-obsessed nation self-reflect and reconsider its outlook towards children and exams. The idea didn't just reach its intended audience, it also moved them enough to turn propagators.

Millions from across the world shared the piece organically on whatsapp and social media. Other brands complemented Bournvita and joined the campaign. People passionately poured their own life stories and changed their twitter handles. Through its various legs, the campaign garnered tremendous brand love and even resulted in the best sales quarter in 3 years.

Since March is when the nation is gripped by examination fever and pressures, we chose to organise the Exam Sale in February. Thus touching a raw nerve urging parents across the nation to relook at their approach towards children and education.

The emotional content piece of the original on-ground activity was designed to be shared widely through various online channels, press interests, and bet heavily on word-of-mouth. All of which worked just as intended.

For PR, the approach was to create a ripple effect for the message through:

- Mobile: Since Whatsapp is where various groups - family, school, etc are active and the medium itself is organic.

- Brand's social media: Across facebook, twitter, linkedin and instagram, we used the brand's pages.

- Innovative Classified print ads

- Facebook filters that get people to organically sport and spread the #lookbeyondmarks message on their profile pictures

- Radio

India is known across the globe to produce some of the best doctors, engineers, IT professionals and scientists. But all this has come at a terrible cost. The average Indian parent has become so obsessed with marks/grades and academics, they often end up sacrificing their child’s non-academic interests for it.

So much so, that of the 75 million adolescents in India, 25% suffer from depression. In fact, every hour statistically, one student commits suicide.

Brief: Cadbury Bournvita, a chocolate malt based drink for kids that propagates progressive parenting, decided to use kids to shake up this marks/grades-obsessed society during the onset of exam time.

As such the objectives we set for ourselves were,

(1) Get the audience to view, self-reflect and share the brand message

(2) Build brand love and drive engagement

(3) Build relevance to the brand (tracked as a percentage of sales)