Mumbai: Vijay Sales' latest campaign for its new store launch has garnered 2.56 million cumulative impressions across social media. Conceptualised and executed by Puretech Digital, the campaign included an interactive contest to generate more buzz for their new store openings in Telangana and Andhra Pradesh via their launch film.
Vijay Sales announced a hook step challenge called the '#VijaySalesMove' and collaborated with social media influencers, to promote the challenge and the presence of the stores. Puretech Digital strategically roped in regional influencers to bring in a local and personal touch to the activity. Influencers like Pranavi Manukonda and Aqsa Khan participated and posted reels doing the hook step. The audience was encouraged to recreate the hook step and win exciting prizes.
The "#EkkadakiVelaali" campaign contest was announced on 29 July 2022 and ran for one month, until 31 August. The contest winners were revealed on 1 September, and the three winners and runners-up were gifted with exciting prizes like OnePlus televisions and boAt headphones.
Speaking on the success of the activity, Puretech Digital’s branded content vertical RevUp business director Aastha Beecham said, "The campaign was centred around engaging the audience of the region to make them aware of the launch of the Vijay Sales stores in Telangana and Andhra Pradesh. From the feisty rap composition to the hook step challenge, we had a great time shaping this new, fresh messaging tone for the brand. The "#EkkadikkiVellaali" campaign received an overwhelming response from the audience, making it a great success for us and the brand as well."
Commenting on the association, Vijay Sales director Karan Gupta said, "Our partnership with Puretech Digital has enabled the integration of a creative facet to our communication, and with this campaign, it has only gotten better. This campaign is very close to us, and the agency has delivered effectively due to the foundation of the relationship we’ve held for the last two years."
