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2023 One Show - Social Media

Chatpat

Agency FCB India Group / Gurugram + Kinnect / Mumbai + FCB / Chicago + Lord + Thomas / Chicago

Client SOS Children's Villages

Category

Social Post / Single Platform Series

Annual ID

OS23_SM026B

About the Work

30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone. Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations. So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS. We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS. From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs. Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations. 10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS.

2023 Awards

Total Points: 9

Credits

Agency

FCB India Group / Gurugram
Kinnect / Mumbai
FCB / Chicago

PR / Marketing Agency

Cumulus / GURUGRAM

Director

Anas Ali

Director of Photography

Amit Roy

Editor

Gus Spelman

Executive Creative Director

Ashish Tambe

Executive Producer

John Bleeden

Sound Designer

Alec Chojnacki

Associate Creative Director

Jake Roland
Kelly McGuckin
Miles Jappa

Senior Art Director

Lekha Kambli

Agency In-House Production

Lord + Thomas / Chicago

Associate Account Director

Aarzu Duggal

Associate Director Marketing

Jaikrishna Patel

Client Servicing

Garima Bisht
Tirtha Bandi

creative group head

Pawan Pandey

Director, Corporate Communications

Rucha Bhalekar

EVP, Head of Production N.A.

Kerry Hill

Lead Creative Producer

Manan Gala

National Creative Director

Kartikeya Tiwari

Senior Brand Planning Manager

Dhananjoy Roy

Senior Brand Services Manager

Vishakha Khattri

Senior Creative Executive

Chirag Gupta
Rishabh Kallyat

Senior Creative Producer

Tushar Tawde

Senior Creative Strategist

Meru Kapoor

Senior Marketing Manager

Stuti Srivastava

Senior Video Editor

Pranav Mestry

Senior Visualiser

Mihir Shah

Strategy Manager

Aditya Joshi

SVP, Studio Director

Roman Mendez

Vice President Strategy

Kizie Base

Video editor

Kevil Gada

VP Design

Priyanka Mestry Soni

VP Web Strategy & Organic Search

Dhruv Shah

VP West

Ritika Malhotra

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