Experiential campaigns largely have only one primary agenda- to create memorable experiences for consumers in association with the product. And though creating direct experiences for customers is a newer concept, still in a short span of time experiential marketing as a practice has been adopted by brands all over the world and across all categories of brands. All major brands in the country today have made significant attempts to come up with experiential activities and while some have truly managed to captivate a stronghold in the hearts of consumers, numerous others have failed miserably with an over the top and defocused approach. A copious chunk of the marketing budget is pumped into creation of an experiential campaign and hence it is very important for every brand to dwell deep on the concept, theme and execution of the activity. Therefore it becomes extremely crucial for every brand to truly understand its brand identity to execute a successful experiential campaign. It is important for every brand to establish how it wants to be identified in the market and an experiential campaign has to be fabricated accordingly. Lets take an example of Redbull, a brand acclaimed for its innovative experiential endeavors. The brand thrives on the tagline- “Gives you wings”- symbolizing its identity as a cool, adventurous, unique brand that supports the unconventional and adventures. And keeping in line with that it has established experiential activities such as B-Boying Championships, Stunt Chmapionship, Flug-Tag Race, Air Race World Championship, Soapbox race and others. All such activities have further elaborated the brand’s identity and hence have been examples of inspirational experiential campaigns. Another brand whose experience driven campaigns are an extension of its identity is Samsung. The mobile brand is best known to inculcate the latest, the most stylish technological elements into their products and citing examples from their campaigns be it a Samsung Galaxy Edge 6 launch or a dealers meet, a small BTL activation or a concert they have associated themselves with; all campaigns are executed in a manner that showcases and emphasizes its technological edge. Brands needs to understand today, that the eventual success of an experiential campaign is not determined by the amount of investment but by building brand value through it. A great example is Skore condoms which executed a successful experiential campaign aligned with their brand identity of having people speak openly about condoms in the country in form of Skore Fashionista-A fashion show that had all the costumes made only out of condoms. While a bigger brand like Vodafone that has executed some of the best experiential campaigns in the past can be easily spotted struggling to find a perfect idea that defines the crux of all their experience driven campaigns; while their campaigns like Voadfone superstar mela, IPL activations, Fan army and Family day are also successful in their own ways but all of them combined create a blurred image of what is the final concept that the notable telecommunication brand actually wants to convey? Experiential campaigns without realizing the brand’s identity is going to lead nowhere. A hastily designed campaign not only brings in a bad name to the overall brand prestige but also fails to really do anything fruitful for a brand in terms of creating memorable experiences.
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Conceptualized by Live Viacom18 and Cineyug, MTV Bollyland brings together two of the hottest genres in the Indian music scene – Bollywood and EDM – to Kolkata. MTV Bollyland City Concert will feature legends of Bollywood music Atif Aslam and Kanika Kapoor performing to pulsating beats by DJ Chetas and DJ Anshul. Popular Pakistani musician Atif Aslam, known for chartbusting numbers like ‘Tera Hone Laga Hoon’, ‘Tu Jaane na’, ‘Pehli Nazar Mein’ while Kanika Kapoor, one of India’s rising playback singer is known for famous tracks like ‘Baby Doll’, ‘Lovely’ and ‘Kamlee’. MTV Bollyland City Concert will take place in Kolkata on the 2nd of May, 2015 at Nicco Park Big Lawns, Salt Lake City, Kolkata. MTV Bollyland is a property featuring of popular Bollywood soundtracks with heady electronic beats, aimed to create a unique experience meant to keep dancers tapping their feet. An extension of the annual MTV Bollyland, the city concerts will travel across 12 cities PAN India, thrilling audiences with a thumping mix of Bollywood Dance Music
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The bugle for the marketing wars has been sounded and with the kick off of a new financial year, the competition amongst the mobile phone category is heating up. A study by Statistica suggets that the number of mobile phone users in India is expected to reach more than 730 million by 2017. Thus with the opportunity of magnificent growth looming ahead of them no mobile brand wants to leave any stone unturned towards getting a leg up through intelligent marketing. Multiple strategies are being devised and numerical metrics are being worked upon. If we look closely into the market share of mobile vendors in the country the figures further elaborate on how interesting the mobile battle is; In August 2014, Counterpoint, a technology market research firm, reported that Micromax with a 16.6 percent market share overtook Samsung (14.4 percent) as the largest mobile phone supplier in Q2 2014. Micromax and Samsung were closely followed by Nokia (10.9 percent), Karbonn (9.5 percent), and Lava (5.6 percent). However, the latest statistics have a different say all together; as per a report released by The International Data Corporation for India mobile phone market for Q4 2014, Samsung stayed on top with a 17 percent share, followed by Micromax with a 15 percent share, Nokia with a 10 percent share, Lava with an 8 percent share, and Intex also featuring with an 8 percent share. So with the rapidly changing market environment what can a mobile brand do to not only have a stronghold on their existing market but also expand its share in the process? Industry experts are of the opinion that experiential is going to be the key differentiator in this category as the behavior of a traditional Indian buyer are determined by factors like price, value, advertisement and mostly “experiences”. Experientially the observation seems to be bang on as taking in consideration all the mobile vendors brands in the country Samsung clearly remains the top investor, followed by brands like Gioni, Karbonn, Micromax, Motorola and Google Nexus. So while experience generation and creation might not be a sure shot success mantra for the increasing brand popularity of a mobile vendor however it is one of the most crucial ingredient for the same. But what determines the kind of experiential campaign a brand should invest in? What is an ideal spent for a brand into experiential today? And, how can a marketer be sure that an investment in an experiential campaign will positively benefit his product. Well, the answers to all these questions lie clearly when one begins to study the experiential campaigns of these brands. Experientially speaking Samsung as a global mobile giant obviously has the upper hand and dwelling into the history of their experience based campaign their position as the top market player seems well earned. Whether it’s the execution of BTL activations or a star studded launch of club Samsung, targeting the youth through contests with MTV to technological savvy new launches and from the initiative of a customer service plaza to ‘party on with chaton’ campaign, the brand has cleverly created a diverse range of experiences for their customers and hence is the most popular and trusted among the Indian mobile buyers. It is without a doubt clear that the brand takes Indian market very seriously and hence wants to experiment within at multiple levels to maintain their top spot. The result of experiential ventures of Samsung makes evident the reasons behind the failure of other global mobile vendor giants such as Motorola, Apple and Google Nexus to capture a significant share in Indian Mobile Market. Since the latter brands have not contributed towards any significant experience building activities to their prospective customers their reach can be termed limited to the elite few. However, an interesting highlight of this race will be the entry of ASUS with Zenfone 2 which promises to be high to experiential activities this year. And while most global giants have refrained from taking the route of experiential in the hearts of their customers it is the India mobile brands that are making significant attempts towards the same. While Gionee has recently associated with campaigns like Indian Digital Superstars, India Beach Fashion Week, Tour EDM and others its rival brand Micromax can also been seen investing in VH1 Rock Rules Concert, Mall activations, Telegram Service campaigns etc. The results are slightly visible as the brands are successfully climbing up the popularity and trust ladder among their customers. Karbonn as an Indian mobile brand can be proclaimed to be the dark horse among the race as its unique experiential ventures such as Karbonn MTV Bloc Party, Fly Festival, SAFF championship and campus programs are not only targeted towards the youth but are also successfully resulting in its growth in overall market share. With the targets ahead of them clearly outlined, the interesting aspect of the race will be the next marketing moves by these International and national mobile brands. And since the world of experiential full of possibilities and opportunities it can be safe to say that the ultimate success of the brands in the country is going to be strongly decided by experiential.
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Located behind Huda City Mtero Station, Oysters Beach, Entertainment District, Sector 29, Gurgaon, has opened its gates on April 16, 2015. The beach shall remain open from 11am to 6pm on all days and shall have a special Inroductory offer price of Rs. 599 for senior citizens and children below 4 feet of height and Rs. 799 for guests above 4 feet of height. In the evenings the beach becomes an entertainment hub where you can dine and tap a foot late into the night. Oysters Beach is a unique experience nestled in the heart of the concrete city of Gurgaon and spread over 10 acres offering a total of 15 water rides. Besides 4 multi-speciality restaurants in its food court, a World Cuisine restaurant and a bar, one can indulge in activities such as Volley Ball, Soccer, Interactive Cinema, Rain dance, Sand castles, other Beach sports like Tug of War. There is also a gaming arcade, spa and a flea market. Varied background music will be played across the venue. So whether one is at the ticket counter, food court or in the pool a different beat shall accompany. Speaking on the occasion, Mr. Ravi Madan, Project Director, Entertainment District said, “Young adults and young families today demand new experiences, In Oysters Beach we have created a unique social hub that’s not simply about exciting water rides but a complete experience full of music, fun, sports and excitement. I want the young citizens of the NCR to say Life is a day at the beach.”
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Rural Marketing Association of India (RMAI) as an industry body was established in 2005 with the objective of promoting, improving, developing and strengthening the cause of Rural Marketing in India. Amounting to 12.2% of the world’s population, rural market today, represents the single largest potential market and accounts for 53% of FMCGs and 59% of durables sale in India. Thus, in an attempt to highlight and reflect upon the challenges and opportunities in rural India, RMAI engaged its various stakeholders- corporates, rural agencies, media, academicians, and influencers, in a knowledge sharing and thought provoking platform with the Rural Marketing Conclave 2015 on May 8-9, 2015 at The Grand, Vasant Kunj. The Rural Conclave 2015 kicked off with a welcome address by Sanjay Kaul, CEO, Impact communications and President, RMAI, who highlighted the importance of marketing in rural for brands in the competitive brand driven business environment today and some effective measures on how community building and business development as two integral aspects should work hand in hand. Keynote address of the conclave was delivered by Pradeep Kashyap, CEO-Mart, who spoke about the emerging opportunities in the rural areas of the country. “Defining the Rural Consumer 2.0” was a panel discussion that followed next. The session included Gurpreet Wasi, Principal Consultant, IMRB, Alpana Parida, President, DY Works and Puneet Vidyarthi- Head Rural at JCB India as key speakers. The session highlighted upon the aspirations of the rural community and people towards an urban lifestyle and the phenomenon had resulted in a coinage of “ruurban” as term defining the fusion between the two. The first day of RMAI also featured sessions on “Geo Marketing” by Sapna Ahuja, Sr. VP, Strategic Operation and Alliance at Map my India, “Path Breaking Execution in Distribution” by Geroge Angelo-Executive Director at Dabur India, “The Advent of Mobile in rural” by George Paul-Director and Head of Marketing at Ericsson India Ltd and “Mobile as a new media engagement” by Vipul Mathur, Category Head and Head Mobile & Rural Marketing at Hindustan Unilever Ltd. Other important highlights of the first day were sessions on “Public Private Partnership in Rural Sector” headed by Sanjay Panigrahi-CEO at Sahaj E Village Ltd, Dilip Chenoy MD & CEO at NSDC, “Rural in Digital Space” by Anurag Banerjee, Founder, and Director-Digital Empowerment Foundation. The Flame awards case study for Best Channel Development of the Year and Best Use of Technology featuring Mahindra and Mahindra Financial services and Project Disha by Dabur India Ltd marked the end of day one of the RMAI Rural Conclave 2015. Day 2 of the conclave began with the special theme address by Dr Shivkumar, Chairman and CEO Pepsico India Holdings Pvt Ltd who spoke about the future opportunities and unexplored ventures of rural marketing in the country. Following him were case study presentations by Vijay Sharma, GM, GSK Consumer Healthcare Ltd and Siddhartha Choudhary-Headm Marketing at WaterHealth International. Both the presentation dwelled on how marketing campaigns initiated by both brands aimed at creating a community impact and marketing of the products came as a natural output. “Rural is more about doing it the right way” was the theme of another insightful presentation by S Shivakumar-CEO of ITC. S Shivakumar during his presentation spoke about how marketers should try to fill in the missing elements in rural to better market themselves. Following next were sessions on theme “Where does Creativity Begin” and “E- Commerce, Entrepreneur Case” featuring Sangeeta Talwar, MD, Flyvision Consulting, Raj Kr Jha, National Creative Director at Geometry Global and K S Bhatia, Founder & CEO Pumpkart.com The post lunch sessions of Day 2 also featured case study presentations of GoodKnight Fast Card, Marico Ltd, Greenlight Planet and Nerolac that enabled the audiences to get a glimpse and absorb the nuances of the successful journeys in the domain of rural marketing. The end of day 2 was marked by the announcement of Corporate Excellency Awards wherein India Post bagged the Corporate Excellency Award in Government Area. In other categories the award for Excellency in services was given to Sate Bank of India, Hero Motor Corp was adjourned as the winners in Automobile category, LG Electronics bagged the honor in the category of Durables and it was Hindustan Unilever that won the corporate excellency award in the FMCG category.
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Cricket is no longer the only dominant sport in India as the country with its citizens have opened up to the idea of accepting other sports not only in the form of an interesting career option but also in the form of the content that they would love to watch on television. As a result numerous other intellectual properties apart from the Indian Premier League (IPL) such as India Super League, Super Fight League and Pro Kabbadi League have come up challenging the game of cricket on every sphere be it the entertainment that they offer or in the terms of the flamboyant content. While IPL is a brainchild of BCCI and was launched in 2008 in form of India’s very own T20 cricket tournament, other intellectual properties like The Super Fight League is an India based mixed martial arts promotion formed in 2012 by Sanjay Dutt and Raj Kundra, The Pro Kabaddi League (PKL) is a professional kabaddi league in India managed by Mashal Sports Managing Director Charu Sharma and India Super League is a professional football league in India launched in 2013 with the objective of catering to the avid football lovers in the country. In terms of Participation, The Indian Premier League clearly has the upper hand as the majority of India still celebrates cricket throughout the country. However, the passion and the quality of talent witnessed on the Pro Kabbadi League and India Super League platforms has truly outlined that in the presence of required resources and proper guidance the two sports can also establish themselves in the same fan following league as Cricket. Also the successive editions of these intellectual properties are likely to only add up to the interest of future sportsmen to reflect upon these as a choice for a successful career option ahead. The Super Fight League too, seems to be steadily catching up on the pace and is expected to grow further in the upcoming years. However in terms of affiliation, the monopoly of cricket seems to be coming at an end with most advertisers demarcating their budgets to thrive on the audiences growing interest in other sporting events of the country. Also small and medium scale advertisers who did not had the budget to associate themselves with cricket earlier can now be seen openly promoting the new IP’s as it gives them more branding opportunities in the same investment figures. While India Super League has leading brands like Hero, Maruti Suzuki, Amul and Pepsi co India as its prime sponsors, the Pro Kabbadi League also is managing a lot of advertising revenue from the Future Group and its entities. The Super Fight League has also roped in a sponsor in form PACL India Ltd and is garnering more advertiser attention with every edition. Another important aspect that determines the overall success of a sports intellectual property in India is the revenue being generated from viewership on television. And as far as this aspect is concerned though de-regulation in television has brought a significant amount of exposure to other sports and their properties but the generation of revenue by them in this regard is minimalistic and cricket seems to be the only sports resulting in profits. However industry experts are of the view that the new intellectual properties cannot be expected to take on the popularity of cricket at such an early stage and the generation of television revenue is a milestone they will hopefully achieve in the next few years. So is IPL the clear winner among sports IP’s in India? Well, the situation is more complex than what it looks like. Though currently all the interrelated elements and intricacies of revenue generation root for the continued success of IPL for now but a clear shift in the audience interests from the sport of cricket can be easily witnessed symbolizing the growing success of India Super League, Pro Kabbadi League and Super Fight League as well. With the organizers adding more interesting elements to each new edition making it better from the previous one it is only for time to tell which sports IP in India will register the ultimate win.
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While the idea of corporate social responsibility for many may translate into planting a few trees, a few brands are genuinely out to walk the talk and do a bit more in the pursuit. Meaningful it may be, but what’s disappointing about CSR is that on several occasions it remains restricted to an overflow of information against genuine engagements with the participants.With most companies still following the monotonous old concepts and themes for CSR, it’s only a few brands that have truly managed to create interesting ideas around it. Here are6 unique CSR campaigns that struck the right cord of innovation and engagement. 1-Lee National Denim Day (Lee Jeans) The idea of Lee National Denim Day began in 1996 when Lee Jeans invited companies all around the world to have their employees participate in a fundraiser where they could wear jeans to work one day and donate $5 apiece to a breast cancer fund. In the first year of the campaign itself, nearly 3,000 companies participated and the campaign subsequently spread from the workplace to the streets: Anyone can now take part in Denim Day, which is usually held the first Friday of October. Since its inception, the day has raised nearly $80 million for the battle against breast cancer. 2- Fledgling Wine (Twitter and Room to Read) Twitter recently launched its own wine label to promote literacy because, as its founders Biz Stone and Evan Williams fervently believe that, “If you can’t read, you can’t tweet.” The social media website is collaborating with Crushpad, a San Francisco-based winery, and the nonprofit organization Room to Read in what they call the Fledgling Initiative. Customers can pre-order $20 bottles of pinot noir or Chardonnay and follow the wine making process via Twitter. The campaign has already generated a lot of buzz on several platforms of the social media and wine is scheduled to be bottled in August, and $5 for every bottle sold will be donated to Room to Read for literacy initiatives in India. 3- ‘Give Them Wings’ (Expedia Facebook Campaign) Expedia, one of the world’s key online travel company had made a resolution to fly 100 street and working kids from the Butterflies NGO on a fun-filled 3 days holiday to Mumbai. The project, aptly called ‘Give them wings’ ran on Facebook where for every ‘like’ and every ‘share’, Expedia contributed Rs. 10 to their travel fund. Also out of every booking made between Dec 25, 2011 and Jan 25, 2012, Expedia contributed Rs.100 to the travel fund. This campaign was a unique idea that integrated the element of social media to increase following of the brands as well as bring a sense of pride amongst fans for being a part of unique CSR activity. 4-Campaign for Real Beauty (Dove) Launched around the year 2004, the Dove “Campaign for Real Beauty” aimed to broaden the popular definition of beauty. The campaign focused on real women of all shapes and sizes, instead of professional models, for its advertising. It previously released a viral video depicting the lengthy and unrealistic transformations a model’s photo undergoes before it ends up on a billboard and offered an interactive website where young girls can get “self-esteem certificates.” The campaign was a major success and many NGOs for women also came on board with the brand to extend their support. 5- Surf Excel India’s ‘Back To School’ Campaign On Facebook This initiative by Surf Excel was in partnership with GuideStar India, a platform that connects you with NGOs in India. More than 160 NGOs from across India were a part of this campaign that worked on the idea that parents can donate old notebooks, textbooks and stationeries to support the education of kids who cannot afford it. The campaign made use of an app through which you can locate the nearest NGO and get in touch with them. In addition, Surf Excel donated 50p for every ‘like’ on its Facebook page during the entire campaign 6-The Bloodline Club, A Tata Docomo Initiative Needing blood urgently is a very common phenomenon in India and despite having a large number of donors around us, sometimes we do not connect at the right time and a life is lost. The Bloodline club, an initiative by Tata Docomo was a website that noted your mobile number and blood group and one can request as well as donate blood quickly through this existing network that also uses Facebook and Twitter in an innovative and fun manner. The campaign having nearly 8 million fans made the Tata Docomo Facebook community one of the largest online communities in India.
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Dance and Music Festivals area rage amongst the youth all over the world. Not only are such festivals unabashedly loud and flamboyant in terms of their production values but they are also a safe bet to engage a mass audience though an event. Thus, more and more of such festivals are being organized at local and national level these to capitalize on the young audience that is willing to pay a large amount of money for the same. However an alarming fact about such routine festivals is that lack of innovation and creativity in terms of the content they offer. This, this time at EE we list down 5 of the most unique dance and music festivals across the globe. 1-Meadows in the Mountains (Bulgaria) This unique music and dance festival takes place in the serene surroundings of Bulgaria’s Rhodope mountain range and offers a chance to commune with nature to a blissful soundtrack of afterhours house, disco and techno. An important highlight of Meadows in the Mountains festival is that it has an honorable commitment to eco-friendly partying: the organizers are committed to sourcing timber shacks, art installations and stages from the local forest. Appearing on those stages are all kinds of live bands which include genres like funk, dub, alternative and jazz ones and, of course, the obligatory earnest men with acoustic guitars. The festival is also hugely popular for the post-festival pool party, tickets for which are sold separately. 2- Fusion Festival (Germany) Communal, countercultural and often described as the European Burning Man, anything goes at Fusion festival held at Larz, Germany. Located, oddly enough, on a disused military airfield, the four-day programme of the Fusion Festival is packed full of music and performance art, art installations and sculptures also dotting the site. The distinguishing factor of this festival is that the emphasis isn’t just on performers to perform but also the attendees are encouraged to dress up, bring instruments and generally express themselves however they see fit 3- Bahidorá (Mexico) Festival, carnival and hipster-honeytrap, Bahidora music festival organized in Mexico is a 24 hour party that celebrates not just the passion of the music but the spirit of life itself. The setting is gorgeous with acts being performed next to a sparkling blue river flanked by palm trees. The revellers colourful: many are resplendent in jazzy beachwear and feather headdresses, with a fondness for spontaneous processions. As for the music, it’s a mix of carefully selected indie, electronica and hip hop: Coco Rosie, Modeselektor and De La Soul. A point worth mentioning is that Bahidora is the only music festival in the world where you can learn circus skills and kayaking. 4- Fuji Rock (JAPAN) This unique festival organized at Niigata prefecture in Japan is different as you require a trip up a mountain by cable car to see the performances. The 20 minutes of highwire travel is all takes to reach the glorious stage and is a good illustration of the festival’s vast size. The festival is known for its beautiful verdant setting in the Naeba resort and is the biggest music festival in Japan 5- Wilderness (UK) Wilderness is as much a celebration of the inner life (there are talks and debates, a spa and yoga classes) and good old fashioned back-to-nature activities (horse-riding, wild swimming and foraging) as it is a music festival. Hence this music festival attracts crowds that are not average festival goers on the lookout to get hammered. There’s more of a family friendly vibe to the festival where an entire family can go and simply unwind themselves. The beautiful lakeside Oxfordshire setting Wilderness calls home will host an excellent line-up of musicians including Bjork, Ben Howard and funkmaster George Clinton, performing with his legendary bands Parliament and Funkadelic.
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With summers at their peak, the need to refresh and chill is on the rise. As a step in the same direction, Celebrity Chef Vikas Khanna recently unveiled his latest book – Shaken & Stirred offering a large variety of simple and easy recipes of non-alcoholic beverages to help readers beat the heat this season at a glittering ceremony in Delhi recently. We MediaWorks who were assigned the task of organizing the launch also inculcated an array of engaging activities that allowed the attendees of the event to directly communicate with Michelin Star Chef. These activities ranged from Blind Tasting Games, Unique photo opportunities and Book signing games. Commenting on the launch – VinayKumar , Director We MediaWorks said “We have had a long relation with Chef Khanna and have worked closely on past launches and activities as well. This time was no different and was equally exciting to deliver quality and excellence at the launch.” The highlight of the launch was the refreshing setup and out of the box branding solutions like customized table pennants and bar displays. The launch was attended by members of the media and a large number of parents who came with their kids to learn more about how to beat the heat this summer for the Chef directly.
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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.
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