Baggit, one of India’s handbag brands recently launched its digital campaign #PlayTheLifeGame. The campaign celebrates the many facets of a woman and Baggit as a brand complements each facet of her with its eclectic collection of bags. Therefore giving women the choice and the freedom to be what they want to be in the game called life. Baggit’s Play the life game campaign is an extended part of the core thought of Play the Life Game. The digital campaign is a part of this thought.
The campaign kicked off on 9th May 2015, Saturday and within the 15 minutes of the launch the PlayTheLifeGame hashtag was trending on Twitter across India on the 3rdspot. The digital campaign was aimed at driving up visibility and engaging the target audience in a fun conversation showcasing the many moods of a woman along with SS15 collection of Baggit. The entire campaign tied in to a call for action on the Baggit website for purchase.
The campaign included a series of interactive films which were divided into different expressions – one for each mood- Carefree, Liberated, Feisty, Naughty, Determined, Daring & Offbeat. One can select the mood according to her choice. At the end of the video one has to nominate a friend who you think is having the same mood. This lead to a lot of tags and conversation on the social media pages of the brand.
Commenting on the campaign, Vicky Ahuja, Director Sales & Marketing, Baggit said, “We have been overwhelmed by the response that the campaign has received. The conversation and pace of the campaign has kept us on our toes. It’s not only interesting but really cool to see the amount of fun and engagement that the audience is having with the campaign. Plus it has been really effective for the brand and fits in perfectly with our campaign messaging.”
The campaign spans over six weeks. Within the first few days it has got a good start, but there’s more on the cards over Baggit’s various social profiles. Jack in the box, Mumbai took over the digital duties of Baggit India from 9th May to launch the Baggit Spring Summer Campaign 2015.
While there were updates on Facebook about the videos and the nomination, there was quite a buzz generated around #PlayTheLifeGame as followers tweeted about, watched and shared the different mood videos. Moments after the launch of the activity, #PlayTheLifeGame trended in India.
_20240524123450original_image_50.webp)
