#ChappalMaaroAn initiative by The Bombay Store

Social Media Marketing by MindShift Interactive

Objective

To spread awareness about the range of flip

flops introduced by The Bombay Store

Strategic Approach

� Chose Twitter as the primary platform to engage and interact

� Created a hashtag appropriate towards ensuring awareness about Flip Flops

� Selected a day of the Municipal Elections in Mumbai, India and used it as a conversation starter

� Leveraged the sentiments of the Youth towards the elections with a humorous twist to it

� #ChappalMaaro was the hashtag chosen. The term, in Hindi, is used to

denote the action of hitting someone due to an activity you dislike.

Consumer Sentiments

Influencer Interactions

#ChappalMaaro Trending

in India

#ChappalMaaro Trending

in Mumbai

Outreach in the

first 25 minutes!!

Overall Campaign Outreach

Demographic Outreach

Chart Toppers

Campaign Sentiments

650+ Tweeps (unique) used # ChappalMaaro

4,10,000 Impressions (via tweets)

Unique Users of +78 who spoke directly to the brand

Trended as the No 1. Hashtag in India & Mumbai within 25 minutes of its introduction

Total Outreach:+1,50,000

Campaign Summary

Brand Sentiment: 7:1 (Positive : Negative)

Key Achievements

• The Bombay Store wished to introduce Flip Flops, something never

before associated with them before. The success of #ChappalMaaro

coincided with the launch and lead to a 80% + sellout in less than 5

weeks.

• Gaining consumer insights in advance helped modify the campaign

to ensure a successful outreach, achieving a successful ROI and

acknowledgement within the Industry as a best practice.

About The Bombay Store

In the early 1900s while India was still under the British rule, one of the

strongest manifestations of mass awakening was the desire to patronize all

that was swadeshi (Made in India). Great Indian patriots and businessman

like Lokmanya Tilak and Sir Ratanji Jamshedji Tata amongst others

conceived Bombay Swadeshi Co-Op Stores Co. Ltd, which came into

existence on 17th December 1906. It became the first retail organization

to be listed on the Bombay Stock Exchange.

As the store now caters to an audience with a contemporary mindset, the

brand was therefore rechristened in December 1995 as The Bombay

Store. The Bombay Store currently operates out of 12 outlets.

About MindShift Interactive

MindShift Interactive is an Insightful Digital Outreach powerhouse that

provides business with a data-centric approach towards achieving an

impactful, innovative and, most of all, sustained Social Media presence.

MindShift Interactive Private Limited is the parent company of MindShift

Digital and MindShift Metrics, our Social Media Marketing Agency and

Social Media Research Company respectively. Combined together, they

give businesses an insightful and innovative Social Media Outreach.

Thank You