The #OneNationBillionCelebrations campaign that strives to unite airports and passengers recently bagged 3 Platinum Awards at the AVA Digital Awards
1st February 2022, : India with its diversity of multiple regions and states has a rich legacy to celebrate, different festivals on the same day. That is probably the reason why each joyous celebration is shared when the symbolism of Ravana on Dussehra, praying to Maa Durga on Durgo Pujo and wishes for Pongal on Makar Sankranti are on the same day. A post dedicated to the various festivals like Thissur Pooram, Attukal Pongala and the Theyyam festival cater to different people on the same day. It is with this diversity and cultural unity that inspired the #OneNationBillionCelebrations campaign to further celebrate the bond of creating cherished travel memories between travellers and airports along with its social audiences together.
Each airport reflects the pride of the city and thereby becomes the Gateway to the exquisite & rare regional and cultural nuances that each region is iconic for. If you’ve recently been to the airports at Mumbai, Mangaluru, Ahmedabad, Lucknow, Guwahati, Jaipur, or Thiruvananthapuram, you would have noticed celebratory décor and designs reflecting the hashtag #OneNationBillionCelebrations. This was part of a unifying 360-degree integrated campaign conceptualized and executed by Adani Digital Labs (ADL) that recently won 3 Platinum Awards at the AVA Digital Awards.
The ‘AVA Digital Awards’ is an international competition recognizing creative professionals who plan, conceptualize, direct, design, and produce digital campaigns. Established in 1994, these awards are administered and judged by the Association of Marketing and Communication Professionals (AMCP) and are the most coveted digital awards globally. ADL’s integrated campaign titled ‘#OneNationBillionCelebrations’ outperformed the likes of Harvard, Deloitte, Dell, AT&T & Edelman to receive the topmost honor amongst 2500+ entries in 200 categories. The campaign was enlisted under 3 categories namely Digital Marketing, Integrated Marketing & SEO, and won a Platinum in each category.
The Idea
The #OneNationBillionCelebrations campaign was conceptualized to bring various celebrations of India under one umbrella and engage people via digital platforms and on-ground at various airports. The opportunity was to think of one umbrella thought that links everything together, appeals to people of all ethnicities and convey a uniform message of celebration. The team at Adani Digital Labs, after extensive brainstorming, conceptualized the campaign in September 2021 and rolled it out in October with Navratri. The campaign idea being that in India, we may have different names and traditions for different festivals, but the fervor and joy of celebrating them is equal & extraordinary. That’s what unites our great nation. India is thus one nation that has a billion celebrations going on.
Adani Digital Labs
Adani Digital Labs is a division of the Adani Group that is involved in strategy & planning, experience design, marketing & communications, tech & implementation, and marketing science. With a team of innovators, leaders and passionate collaborators, the expert team at ADL believes in creating an impact. Their team comprises experienced professionals in research, creative, content, digital & social marketing, social listening, SEO, UX, UI development, analytics, architects, product management and development domains.
The Execution – Our Passengers were at the heart of each experience created
A one-of-its-kind 360-degree marketing campaign for 7 airports in India – Mumbai, Ahmedabad, Lucknow, Mangaluru, Guwahati, Jaipur and Thiruvananthapuram, ‘#OneNationBillionCelebrations’ engaged digital audiences via emailers, social media handles, website & paid promotions, contests; and airport passengers via events, activations, thematic décor, installations, engagement activities, on-ground sales offers, selfie kiosks, special regional cuisines, and gifting. Activities like Khavda pottery, Mata ni Pachedi, Warli Art, Kaavi Art, Mandala Painting, Floral Painting, and more were undertaken to engage passengers at airports, giving them a taste of different cultures, traditions, values, and art. The employees of airports were given special #OneNationBillionCelebrations masks & badges. The offices were decorated with thematic selfie booths, danglers, coasters, and festive décor.
The Result
The campaign led to more than 5000 website visits, garnered over 12 million impressions across social media handles, reached more than 10 million people, and over 5.3 million viewed the videos. From an SEO point of view, the challenge was to migrate various sub-domains of different airports onto a single domain. This was successfully undertaken and resulted in an increase in organic web traffic from 22,974 to 2,77,608 between July and December.
The #OneNationBillionCelebrations campaign will continue to win the hearts of a million people till April 14, 2022.