DDB Mudra Group India's Valentine's Day campaign for Aircel was designed at making social media a platform to spread love

Aircel.jpgAircel and DDB Mudra Group India launched an innovative campaign #DeleteATweet on Valentine's Day to spread the message of love on social media platform Twitter. A captivating video message was designed to encourage Twitteratis to have healthy discussions on the platform and delete one negative tweet from 2015, which was a year filled with hate campaigns on social media, and replace it with a nicer Tweet to make 2016 a year of love for the social media.

Aircel2.jpgThe response to the campaign has been overwhelming. The video gained close to 4 Lakh views on Social Media along with 101 million impressions from 6012 Twitter mentions. The campaign reached out to more than 2 million users on Facebook. The hashtags #DeleteATweet and #SaySomethingSweet were also the top trenders on February 14, 2016.

Commenting on the innovative campaign, Anupam Vasudev, Chief Marketing Officer, Aircel, said, "Being an innovative brand that always believes in 'doing a little extra' for the customers, we felt it was time to spread love on social media and restoring the purpose for which it was created. Through our #DeleteATweet campaign, we want to encourage people at large to use and enjoy data, which is revolutionising the world, in a more meaningful way and spread the message of love in 2016."

Aircel3.jpgThe digital campaign called for an active participation from the social media users by deleting at least one of their negative Tweets from last year and Tweeting a nicer tweet using the hasthtag #DeleteATweet. The video message comprised illustrations and animations of various incidences from last year which were fuelled by Twitter hatred. This, along with the catchy background score created the much needed impact.

Sonal Dabral, Chairman and CCO, DDB Mudra Group said, "With the internet, everyone is a keyboard warrior. You can say anything about anyone without much consequence. While there is a lot positive, inspirational talk out there, we also have outpourings of venom and negativity. We decided to do something about it even if in a small way with 'Delete a Tweet'. As they say all major changes have to start small. So even though 'Delete a Tweet' isn't your typical conversation about love, it is still a very relevant and thought-provoking conversation for the brand to have on Valentine's Day."

Credits -
Chairman & CCO: Sonal Dabral
Creatives: Rahul Mathew, Sambit Mohanty, Ashish Phatak, Godwin D'mello, Sanket Wadwalkar, Pooja Jadav
Account Management: Daksh Sood
Planning: Mehak Jaini, Priyanka Krishnan
Agency Producer: Vishal Sane, Aditya Akolkar
Production House: Mothership, Mumbai
Digital Agency Partner: DigitasLBi

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