#EkCashKaroEkChaiSPREADING WARMTH THIS WINTER!

Online Offline integrated campaign

14th-18th Jan’15

The winter-related

hardships in North

India incepted the

idea of

#EkCashKaroEkChai

campaign wherein

CashKaro served

garam chai across

Delhi NCR to the

needy & puts a smile

on their face

OBJECTIVE

CashKaro.com as a brand cares for society. Besides giving Cashback to online shoppers, CashKaro also sees itself as a brand that believes in the welfare of society

To engage online shoppers and create brand advocates

To drive and inculcate a sense of responsibility among users

Modus Operandi

For every transaction made via CashKaro.com b/w 14th-18th Jan’15, the brand decided to give a garam cup of #chai to the needy in and around Delhi-NCR

The initiative by the brand does not call for any donation nor has any applied terms & conditions

The hashtag #EkCashKaroEkChai was promoted on the brand’s digital platforms and people were encouraged to shop more and share their special gesture, thereby celebrating and promoting the campaign in the digital space

Campaign Assets –for promotion

Dedicated landing page for users -http://cashkaro.com/page/ekcashkaroekchai

Home page banner

Facebook and Twitter posts

Dedicated blog -http://blog.cashkaro.com/ekcashkaroekchai/

Home page banner

Execution

25 CashKaro Student Ambassadors from top colleges of DU like St. Stephen’s, Hindu, Ramjas, Kirori Mal, JMC were selected to distribute chai across Delhi/NCR

These CashKaro student volunteers served chai across key areas like Delhi University (North & South Campus), Connaught Place, I.T.O., Gurgaon IFFCO Chowk and more on all five days

Each of the 25 volunteers, divided into groups of 5; organized themselves, appointed Team leads and distributed #chai to the needy

SuccessCashKaro received

over 12,000

transactions in five

days

12,000 Smiles captured in photographs

Media impactReceived more than

30 articles including

IANS flash , afaqs,

Bestmediainfo etc

Twitter Contest

In tandem with our off-ground #EkCashKaroEkChai effort, CashKaro also decided to create buzz on its social media platforms

A contest was conducted on Twitter to populate the campaign, encourage support and generate traction

A simple contest did the trick and in no-time twitteratis picked up and responded to our campaignConcept – Users to

tweet a photo of their

garam cup of chai

using the hashtag

#EkChashkaroEkChai

and engage

Social Media BuzzTweeplesparticipation using #EkCashKaroEkChaion @Cashkarocom

Tweeples clicked Garam Chai cups and posted it on @Cashkarocom

Conclusion

Received 12,000+ transactions on CashKaroover five days

The campaign generated (14th – 18th Jan 2015)

430 tweets

Reach was1Lac +

Impressions was 8.3Lac +

Received more than 30 articles and was covered by publications including IANS, Afaqs, Bestmediainfo etc.

Moreover, we were able ‘Spread Joy’ among 12,000 people