Conceived and Executed by Digital Agency Experience Commerce, the campaign calls out to people to make digital Rangolis using customized food GIFs on Instagram.
Speaking to afaqs! about the innovative nature of the campaign, Sandip Maiti, Co-Founder & CEO, Experience Commerce, said “Ideas that leverage existing audience behaviour on Instagram have a higher chance of success. This Diwali our Fortune Foods Campaign fuels the urge to create stories using whacky food GIFs. The response is a visual treat in itself. I believe such platform innovations garner more brand love than passive storytelling, and look forward to many more.”
Sanjay Adesara, Media Head, Fortune Foods, weighed in too.“Fortune Foods has never felt shy to back digital innovations in marketing. We like ideas that demonstrate platform-out thinking and help connect with a niche segment of our customers who are difficult to reach on mainline media channels. The cultural relevance of rangoli combined with the trending user behaviour of creating stories makes this idea very compelling and we are glad to see early traction.”The central thought behind the concept of the campaign is to use food items as décor for rangolis. Hence, the campaign stresses on this central idea by asking participants if their rangoli is so good that people would want to grab a bite of it.
Through this very innovative concept, Fortune foods has crafted a stupendous Instagram campaign that uses food items to recreate the magical feel of this season.
Check out it out yourself. Follow @fortune.foods on Instagram.