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  • Josh and Too Yumm!’s #KarareBeatsChallenge witnesses over 300 million views within a week

    Published on January 31, 2023

    The campaign was a success in garnering massive engagement with over 2500 user generated videos

    Bengaluru : Food is quite often viewed with the capability to enhance one’s mood. Building on this proposition, Josh, India’s fastest growing and most engaged short-video app, collaborated with the popular Indian snack brand, Too Yumm! to amplify the #KarareBeatsChallenge. The #KarareBeatsChallenge was launched on the Josh app with the objective of creating a viral short-video campaign that established Too Yumm!’s popular product – Karare, as a snack that uplifts one’s mood.

    With the original campaign being kickstarted by Virat Kohli, on the Josh app the #KarareBeatsChallenge was driven by top creators such as Sana Sultan, Bhavin Bhanushali, Noorin Sha and Noor Afshan. Capturing the brand’s proposition, the hashtag challenge was conceptualised to depict how a user’s mood gets elevated before and after eating Too Yumm! Karare through a series of transition short-videos. The campaign was enhanced by the dynamic filter created by Josh and customised soundtracks that played an important role in drawing massive user participation. The campaign was further incentivised wherein the users with best content would stand a chance of receiving a cricket bat signed by Virat Kohli.

    “The #KarareBeatsChallenge witnessed fever pitch levels of engagements on Josh. Working together with the RP Sanjiv Goenka Group and Kinnect, we at Josh, were able to conceptualise and execute a truly viral short-video campaign leveraging Josh’s rich tech stack to create dynamic filters and provide consumers with the ultimate brand experience. The campaign results speak for themselves, serving as a testimony to the combined power of user-generated content and short-format video in creating true impact,” said Sunil Kumar Mohapatra, Chief Revenue Officer, VerSe Innovation.

    “We have always believed in reaching out to our consumers in the most unique and contemporary ways possible and what could have been a better time to leverage the ever-growing love of our target audiences for music and dance. Through our collaboration with Josh, we have been able to leverage the lucrative short-video format to engage with our consumers in a manner that resonates with them the most. We aim at establishing Too Yumm! Karare as a mood transformer owing to its masaaledar taste and refreshing crunch. The Too Yumm! #KarareBeatsChallenge was kick started by our brand ambassador Virat Kohli and has till date reached approximately 28 million audiences and has received overwhelming response from across. Our intent with Too Yumm! is to always add masala to the everyday monotony,” said Yogesh Tewari, VP – Marketing, RP Sanjiv Goenka Group, FMCG Division.

    “They say old is gold. When we decided to put the #KarareBeatsChallenge out, we wanted to add a bit of Karare flavour to this thought and bring it alive for our audiences. The result was Karare Beats –  a fun dance challenge that fused the original classics from the yesteryears to our fun modern version of Karara Ho Gaya. The catchy soundtrack combined with the engaging quality of short-video allowed us to create a viral campaign on Josh and truly collaborate with users. Virat Kohli kicked off the challenge with a fun move and excited participants. We got a lot of people dancing to our beats and winning the coveted ‘signed bat’ from Virat Kohli. Consumers can expect a lot more fun engagements this year as well,” said Mithun Mukherjee, Executive Creative Director, Kinnect.

    The campaign was a huge success, garnering over 300 million video views, more than 22.6 million hearts and over 2500 UGC created within just a week.


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