Parle Kismi Partners With Josh
Parle Kismi has announced its partnered with short-video sharing platform Josh to promote it's latest digital campaign.
The partnership was launched in Rajasthan, in two phases – the first phase was the activation of the digital campaign on Josh and the second phase was the activation of the on-ground campaign. The main aim of this partnership was to leverage the engaging power of short video to drive Parle Kismi’s messaging.
As a part of the digital campaign, a hashtag challenge - #Kismimoments - was launched on the Josh platform to create brand awareness and engagement among users. The challenge, along with the hashtag included a branded filter incorporated with an audio-visual game that could be played by two. The game format, popular in the short-video space, saw the filter posing questions to the user and their partner to determine how well they knew each other. The user whose videos garnered the most likes was declared as the winner and received the opportunity to travel to Jaipur, Rajasthan for Josh’s original Intellectual Property (IP)– World Famous.
Josh World Famous, is a multi-city mega talent hunt, currently in its third edition.
“Josh’s partnership with Parle Kismi is a testament to the growing relevance of leveraging the engaging power of short-video content to drive a brand’s messaging. The digital campaign fueled by short-video content was successful in yielding impactful results, which was further complimented by the on-ground campaign. It has been very exciting partnering with Parle Kismi for this unique campaign and witnessing the impact we’ve been able to create together,” said Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation.
The campaign generated over 75,000 user generated videos which received a total of 2.1 billion views within 20 days. The campaign, which covered over 40 towns and cities witnessed participation from over 10,000 unique users and garnered an engagement of over 175 billion.
“It has been very exciting collaborating with Josh to bring our campaign alive. The snackable format of short-video content coupled with the fun filters made the content experience highly immersive and allowed us to reach out to a wider audience and engage with them meaningfully. It was fascinating witnessing the creators on Josh bringing this campaign to life as they created content that was interesting and entertaining while also staying true to Parle Kismi’s messaging,” said Krishnarao Buddha, Senior Category Head, Parle Products Private Limited.
