A selfie consumer promotion executed by Kuhipaat for Protech Group

Consumer Promotion – Protech Homefie Contest

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Homefie is a Selfie inside your beautiful home! Here is a blog to show our expertise in creating and managing a consumer promotion contest digitally.

We at Kuhipaat Communications and Technology Pvt. Ltd., shortly Kuhipaat, create engaging marketing content to engage prospects and customers to meet a marketing problem or an marketing objective.

Our client Protech Group (link of website designed by Kuhipaat) had wanted us to design a promotion to engage its potential influencers and customers to like the Facebook page of Protech Group and also to increase website views.

Consumer Promotion Idea:

We had taken the consumer craze around mobile selfie in order to upload onto social media, and suggested a selfie contest. The selfie idea was about the love and pride of the homeowner. Any homeowner is extremely proud of her home decor, in order to make it relevant for Protech Group.

We branded it as Protech Homefie Contest taking the word selfie and home. It is a selfie photography contest to acknowledge all the proud homemakers who take a lot of effort to make their homes beautiful, clean and tidy.

All the participants had to do was to take a selfie with your favourite room and upload it on our official Facebook Page with a caption & the hashtag #protechhomefie. The contest duration is from 1st June to 15th June 2018. Ten best Selfies would win a gift voucher of Rs. 1000/- each!

The steps to participate in the consumer promotion were as follows:

  1. The consumer has to like the facebook page of Protech group. www.facebook.com/protechgroupindia
  2. Take a selfie with his or her favourite room in the background and upload it on the page.
  3. Write a caption with the hashtag #protechhomefie and post it.
  4. Please visit the link to create a Contest ID to complete your participation.

Protech Group had a committee to judge the best entries to select the 10 lucky winners. The winners would get a gift worth Rs 1000/-. We decided to feature the winners on the Facebook page of Protech Group.

Promotion Communication Strategy

Any consumer promotion campaign needs ample advertising targeted to the target audience. Since it was a digital consumer promotion to increase likes on the Facebook page and to increase website page views, we decided to use digital media to promote this contest.

Creation of a Consumer Contest Logo

In order to give an instant recognition to the contest visually, we decided to design a Contest logo / mnemonic. The logo had the name Protech for instant brand connection. Also, the creative idea behind the logo was to make to contemporary, colourful and vibrant. This logo was present in every communication that we had to promote the consumer contest promotion.

Creation of a Consumer Promotion Landing Page

We had created an exclusive landing page on the website and had linked it in place of the EMI Calculator for the period of the promotion. Here is the URL of the landing page – Link.

Landing page creative of consumer promotion - Homefie contest for Protech Group, Guwahati, Assam
Homefie Landing Page

The landing page of the Protech Homefie Contest had the steps to be followed in order to participate in the contest. Also, it had a contest form where the customer had to enter his details and register for the contest. Upon entering his details, the Kuhipaat programming team had done a small web application to send a contest participation ID in an SMS to the participant. This was done to increase the credibility of the promotion and the fact that Protech Group is a tech-savvy company.

Contest Form developed for consumer promotion that can send sequential participation ID to contestants.
The SMS Marketing enabled contest form

Consumer Promotion Contest Campaign

We had started the promotion contest campaign with a teaser video that we had released on Facebook, Instagram and Twitter. Here is the link of the Facebook post.


Are you proud of being a #homemaker? Are you a #Selfie freak? 🤔Like our #Facebook page and get notified of an interesting promo with many exciting gifts. Coming up on 1st of June 2018. 🎀🎇 #Assam #ContestAlert #stayupdated #photography #interiordesign #interior

Posted by Protech Group on Friday, May 25, 2018

Five days after the teaser video, we launched the homefie contest campaign with a image post. Here is the link for the post. We did not do a paid campaign to boost the post, as the budget was limited. Even then, we had started getting a lot of queries and participation. Page likes also started increasing.

PROTECH HOMEFIE CONTEST 🤳💕Protech Group is organising a Homefie Contest for all you lovely Homemakers!Protech…

Posted by Protech Group on Thursday, May 31, 2018

We did three more posts in the remaining 14 days to advertise the Protech homefie contest promotion. All the creatives were different and the objective was to create interest and urgency. They accompanied the steps to participate in the homefie contest promotion. All the graphic designs were intended to show that it is a photography or a selfie promotion contest. The polaroids or the model taking a selfie pointed to that creative leap.

Following were the creatives used for the same.

Result Creatives

The last part of the contest promotion communication strategy was to create banners to announce the lucky winners. We had taken the Facebook profile image of all the winners and had used the polaroid idea to announce and congratulate the winners in a Facebook post. We had tagged all the winners so that they are informed and they can share the post among their friends. The creative used is given below:

Here is the Facebook post to congratulate the winners:

🎉 HEARTY CONGRATULATIONS! 🎉The day we have all have been waiting for has finally arrived. We are proud to present our…

Posted by Protech Group on Friday, June 29, 2018


Kuhipaat Communications and Technology Pvt Ltd is built on the premise that we will build a bridge between communications and technology. We believe that each of the camps does not know the domain expertise of the other. Protech Homefie Consumer Promotion contest is an example of our expertise in both technology and communication.

We are based in a small piquant town called Duliajan in Assam, and trust us that our location is not a disadvantage. In fact it is an advantage because of our ability to give a better value for your money. If you looking for a partner to manage your digital communications as well as enable you in terms of digital technology, we are confident that we can help your business to grow.

Please visit us by clicking here.

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Brand Communications, Telecom & Cricket

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In 1993, when Shimona Rashi danced her way to the cricket pitch with the Cadbury Dairy Milk in her hand, the brand, Dairy Milk instantly became a household name. Ogilvy and Mather connected the product with the right sentiment of the Indian audience, Cricket. Over the years the brands have taken cricket as language to establish communication through Indian homes. Consequently from FMCG products to luxury goods all have played on the same Indian pitch, successfully hitting the gallery.

The economy is highly competitive with multiple brands producing similar goods. The companies are now using hammering technique to register the product in consumer minds. Cricket is one of their safest bet. Brands tie up with cricketing events as exclusive partners, title partners, network partners, beverage partner and the list is endless and innovative as well. It is all about demanding more airtime during television broadcast, and more ad spaces in the stadiums.

Communication Services connect through Cricket

The telecom sector is super active with cricket as their main advertising strategy to create instant reach. Thus connect and dig niche in India market through its cricket lovers. The telecom sponsored cricket tournaments had a huge kick-off with Vodafone deciding to get into IPL. Vodafone and IPL this year celebrate their marriage of a decade.

In the first IPL season, Vodafone brand campaign was titled ‘Hutch, Happy to help Pug’. In the second season of IPL, Ogilvy and Mather scripted the ‘ZooZoos’ for Vodafone. They were an immediate hit with the cricket following Indians. ‘ZooZoos’ soon ruled the internet with over 200 fan pages in social media and each developing a fan base of over two lakh fifty thousand fans. Today, Vodafone allocates 25-30% of its annual marketing budgeting specifically for cricketing tournaments.


Airtel chose ICC T20 World Cup to talk about their spread of network into every corner of India. They featured the popular Airtel girl, Sasha Chetri in a series advertisement. Idea Cellular went to grab the title sponsorship of the India-Sri Lanka ODI series in 2008 and tri-series between India-Bangladesh-Sri Lanka in 2010. Both the cups were christened ‘Idea Cup’. In 2008 Abhishek Bachchan was enrolled as the brand ambassador to feature in the famed ‘Sirji’ ads with the tagline, ‘An Idea can change your life’.

A slightly smaller brand name, Aircel did not stay behind in nurturing the Indian cricket sentiment as well. It sponsored the Chennai Super Kings and got them flashed in their jerseys. It went ahead to get the Captain Cool Mahendra Singh Dhoni on board to promote the service.

Mobile Communication Language is Cricket

If the service providers are in a competitive race why would the mobile companies stay behind? Today battle is on between the latest entrants in the market – OPPO and VIVO.  In 2016, OPPO signed a deal with ICC to become the Offical Global Partner for mobile phone category. It was instantly rewarded during the T20 World Cup, and it grabbed a lucrative market share of 22.59% during that year. It was only last month that BCCI have signed a five year contract with OPPO as Official Sponsor of team India. Here is the detailed news report- 


On the other hand, VIVO has tied up to become the title sponsors of IPL for two seasons, ninth and tenth. VIVO bagged the title sponsorship rights after Pepsi decided to prematurely end their 5 year agreement. As a title sponsor  it gets exposure in all mediums of marketing be it print, television, radio, poster or digital.

Another big mobile phone player, Gionee has went on to replace the old Indian favourite Nokia on the IPL jerseys of Kolkata Knight Riders.

Every brand that has a marketing objective to reach the maximum number of Indian consumers at the minimum possible time, now follows the strategy of sponsoring cricket. Cricket is also a great medium to localise a brand to Indian sentiments. VIVO today is no longer a overtly Chinese brand in its appeal.


Future of Cricket Communication

Although cricket sponsorships and its exorbitant costs in India have become unrealistic, yet the brands and the media agencies continue to consider it as the prime strategy to reach the maximum number of people. It has become a ‘Me Too’ campaign strategy for all the brands with big budgets.

As communications guys, we are keen to see how far this cricket fever would stretch. May be there are other advertising and media opportunities that everybody is overlooking because of the cricket fever.

Jio ‘Dhan Dhana Dhaned’ its way through IPL this season. Now let us wait and watch what new is in store for the telecom brands to establish communication connect in the coming Champions Trophy.

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Digital Marketing and Bollywood

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Digital Marketing in Films

With 1000 films produced annually, Bollywood is the world’s most prolific cinema industry. It is prolific even in its use of digital marketing. According to DI International Business Development, a consulting unit of Confederation of Danish Industry, Bollywood generated revenues of $3 billion in 2011. It has been growing 10% a year. If one closely observes the promotional and marketing strategies of the Bollywood films, dynamism is the only thing one will notice. Bollywood has adapted to the frequent changes in marketing strategies. It comes out as the premier species of the marketing evolution.

From the advent of transistors / radio, Bollywood has innovated to leverage media to the maximum. Even during those days, the promotional activities included on-air contests, interviews with film stars and music composers, selling out complementary movie tickets, options to meet the stars in person, etc. With the emergence of Television, Bollywood started using programs such as ‘Chitrahar’ to promote its films. The promotional activities remained the same, but the media tilted in favour of television. Especially with the advent and popularity of cable and satellite television.

In the same vigour, Bollywood has now adopted to the new media – Internet for its promotional activities.

The report card of Digital Marketing in films

According to the report of Internet and Mobile Association of India, there were 243 million internet users in the country. Today, we have 462 million Internet users, a 90% jump in 2 years. Around 81 per cent of the online Indian population, according to a report by Hungama Digital Media, engages in some kind of social interactivity on the web.

Inevitably, Bollywood had to take all possible steps and risks to utilise the media better than any other industry. The total marketing budgets of a Bollywood movie comprise almost 30-40 percent of the entire production cost. 20-30 percent of that is now being spent on digital marketing.

Bollywood understands that films have a low shelf life. Marketing therefore needs to be swift and wide. It understands that creating awareness alone is not enough. The masses need to engage and connect with the film, its plot and its stars. With Digital Marketing, Bollywood now promotes its movies right from the very inception of the movie. Promotion starts even before the shooting starts.


Content Marketing and Bollywood

Content Marketing in Movie Marketing

Content Marketing is a type of online marketing that involves the creation and sharing of online material (such as videos, blogs and social media posts). It may not explicitly promote a brand or a product. Content marketing is about digital stories to stimulate interest in the product. It is subtle. Content is placed in various websites by relevance and interests, and can penetrate deep into the minds of the target consumers.

Internet is a network of computers and mobiles that not only allow consumption of content, but also the independence to create and share content anywhere, anytime. Content strategy therefore intends to make content viral, share-able. It must initiate user generated content.

In 2008, when content marketing as a concept didn’t exist, Ghajini, had made one official website, and two additional websites. It was created to start a content spiral. It wanted to increase its reach and raise curiosity about its content. Along with the websites, it released a lot of viral content on its FB and YouTube page. All these created a previously unseen hype for the movie. Ghajini holds the notable distinction of being the first movie to break the 1 billion (US$17 million) barrier in Bollywood.

Dabang broke the records of Ghajini and 3 Idiots. The movie created a twitter profile and a YouTube channel by the name, Chulbul Robinhood Pandey, apart from the ones in the name of the film.

A recent example is of the film Bajirao Mastani, which invested in a content strategy by launching an animated web series titled ‘Blazing Bajirao’. It was released three months prior to the release of the film.

Social Media in Movie Marketing

Content marketing targets Internet Users by their interests and Internet browsing behaviours. Social media targets Internet Users in their closed groups. It’s like referral marketing within millions of closed groups. From an average budget movie to a mega budget movie, all mandatorily design a Facebook page, a Twitter and an Instagram handle.

The team gets the actors to engage with fans in their pages. They even go live on Social Media and chat with their fans. From sharing anecdotes to conducting polls among followers, the pages try to create as much social connections as possible.

Bollywood has successfully integrated on-ground events to boost Social Media engagement. A real event has a better chance of getting viral. To promote Kahaani, Vidya Balan had came out in public with a prosthetic belly. She mingled with the public carrying an onscreen picture of her missing husband. Even the release of the  film was planned a day after International Women’s Day.

The trailer of the film, Rowdy Rathore, was launched in an open stadium in Worli, Mumbai on 2 April 2012. It received over 2,295,756 views in less than one month on YouTube.

Gaming, Mobile Apps and Bollywood

Digital Marketing and Films

Bollywood has been a pioneer in using technology such as Online Gaming and Mobile Applications. It has brought in the know-how required for such marketing tools from abroad. Kahaani had engaged the social networking website ibibo.com to develop an online game. The game called ‘The Great Indian Parking Wars’, required players to park Vidya’s taxi on a street. The game was well accepted reaching 50,000 hits in 10 days.

Unlike Hollywood, Bollywood learnt not to wait for their movies to do well before releasing a game. Bollywood started releasing video games prior to the release of the movie. It has proved to be another effective publicity stunt to grab the attention of the audiences.

The 5 most successful video games released by the marketing teams of Bollywood are as follows:

  1. The team of the Akshay Kumar, Sidharth Malhotra starrer, Brothers release a video game by the movie name. Brothers: Clash of Fighters, had 3D animated life-like characters that looked similar to the heroes of the film.
  2. Shahrukh Khan starrer Ra.One released the game titled RA.ONE as the prequel to his actual movie
  3. Krrish gave India its first superhero and had a mobile video game supposedly made by a fan.
  4. Ghajini was the first Bollywood movie that was made into a 3D game for PCs. It has the voice of Aamir Khan as well.
  5. Dhoom-3 released its video game on Android, Windows and iPhone even before releasing the movie trailer and the songs.


Thus Technology has been playing a huge role in movie marketing. Digital Marketing has been used in all its forms and possible technologies by Bollywood. Consequently, it has been very successful in all its initiatives. There is a lot to learn for all digital marketers from the various case studies available on the use of Digital Marketing by the Bollywood film industry.

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Online Lead Generation – A Valued Marketing Aspect To Help Your Business

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A GP Bullhound research report stated that the online lead generation was growing at 71% YTY- more than twice as fast as online marketing.

51% of local businesses surveyed said that lead generation is a challenge. [Source: ReachLocal, 2016]

What is Lead Generation

Lead Generation - Marketing - Kuhipaat
Source: www.jeffbullas.com

Lead generation is a marketing activity that refers to the generation and conversion of prospective consumer interest for a product or a service into a business lead. A business lead is a opt-in sign-up for a product or a service offer. It includes contact information and in some cases, demographic and psychographic information.

Business Lead Generation

Business Leads are generated for a variety of purposes. It helps in building a subscriber base, building a list of prospects to keep the sales team busy, or to create an e-newsletter list. For e-commerce and other online businesses, leads are generated to convert them into customers online in real time.  Lead Generation is not a new form of gaining new business, but it now has a new approach. Rather than sitting at a trade show table for hours on end, hoping that targeted consumers will fill up a form, you can have leads generated on the Internet using search engine marketing, social marketing, email marketing and contextual relevant display advertising in websites where the intended target audience visits. The 3 most commonly used lead generation strategies are search marketing email marketing, event marketing, and content marketing.

83% of B2B marketers use content marketing for lead generation [Source: MarketingProfs]

Types of Leads

Leads are divided into two qualitative segments: Marketing Qualified Leads and Sales Qualified Leads. A MQL is a lead generated by the marketing team using their marketing aptitude and understanding. It

Lead Generation - Marketing - Kuhipaat
Source: internetbusinessmastery.com

uses better consumer targeting, knowledge about consumer behaviour and intelligent form fields to generate leads that marketing team thinks, will convert more. A SQL is a lead that the sales team generates with the sole intention of quick conversion and closer. A MQL is more quality, less quantity. A SQL is more quantity, less quality. 

Increasing quality leads is the top priority for 68% of B2B professionals, followed by increasing lead volume (at 55%.) [Source: B2B Technology Marketing Community]

Businesses who nurture leads make 50% more sales at a cost 33% less than non-nurtured prospects. [Source: Forrester Research]

“Times they are A – Changing”

In recent times, content marketing is raising its presence felt through blogs and content syndication in generating leads targeted by interests, passion and familiarity. Users are made familiar with the brand through interesting content with the hope that they will be favourably inclined to show interest for the brand or the product / service. Hard selling as a concept is thought to be unpopular in the Internet age, where it is easier than ever to reject propositions for a product or a service. In that context It is said that marketers with blogs are 13 times more likely to drive positive ROI than those who don’t have one.

81% of businesses report that their blog is important or critical in generating leads. [Source: HubSpot]

Lead Generation - Marketing - Kuhipaat
Source: familylawrights.net

Having said that, there has not been any significant decline in online lead generation through banner and search marketing that works on CPM, CPC, CPL and CPA pricing models. Display banner and search marketing can give higher reach quicker. The sales channel has a requirement for volume of leads along with good quality leads. This is primarily driven by the advertisers’ demand for ROI focused marketing.

For marketers that are looking to pay only for specific actions, CPL advertising and CPA advertising (also referred to as affiliate marketing) are preferred. In CPL campaigns, advertisers pay for an interested lead. So, they pay for the contact information of a person interested in their product or service. CPL campaigns are suitable for brand marketers and direct response marketers.

In CPA campaigns, the advertiser typically pays for a completed sale that may or may not involve a financial transaction. CPA advertising is primarily used for driving e-commerce sales, mobile app installations and other such actions that are possible to be tracked till closure. CPA is all about ‘now’, it focuses on driving consumers to buy at that exact moment.

Kuhipaat’s Service

Lead Generation - Marketing - Kuhipaat
Source: http://positionly.com/blog

We, at Kuhipaat Communications & Technology Private Ltd. believe that we can help your business by structuring marketing programs to generate leads. We will understand the requirements of your business and arrive at the strategy to be implement a lead generation campaign. A strategy is dependent on the product / service, the target consumer set, the sale cycle of the product / service and the budget that is available to be spared for the lead generation campaign.

Lead generation outsourcing is 43% more efficient than in-house generating because of their expertise. [Source: Fearless Competitor]

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