Social Media Campaigns

A run of social media work made through Be Bold Social in 2019, for Aroma Shimmers, Tata (Accentive India), NVG and Officepulse.

Four clients, four voices, all on a weekly turnaround. The hard part was never the making. It is keeping each brand sounding like itself when you are producing all four in the same week.

The longest of them is Guess the Feature for Tata Motors, a five-day quiz on the LEAP channel. Members were shown one feature of their own car drawn as a line diagram, with the name of it set as blanks, and won LEAP points for filling the letters in. The premise came from a plain observation: most people do not know what their car already does. So the campaign teaches while it plays, and every answer is something the member owns and had not used.

Each day is one drawing on the same deep blue: a seat, a gear lever, a wiper, the parking sensors, the phone connection. Line art rather than photography, so the feature reads as a puzzle rather than an advertisement, and so five posts in a week are recognisably one series.

Klapp, Bangladesh, 2017. The last two boards are older and are not social at all: a press advertisement made through Grasshopper Media for Klapp, an app that rewards you for watching television. You record what is on, and the points come back as talk time, data or money. It sits here because it is the same job in a different medium.

The whole ad rests on one line. In Bengali the television is the বোকা বাক্স, the idiot box, which is what everyone’s mother has called it for fifty years. So the headline answers that: বোকা বাক্স নয়, বলুন টাকার বাক্স. Not the idiot box, call it the money box. The drawing follows the same turn: a television trails its cable out across the page as a signal, and the signal resolves into ৳, the taka sign, so the picture arrives at money a moment before the reader finishes the line. The English version keeps the device and asks the question straight, because the pun does not survive translation and a worse pun would be worse than none.