With award season in full swing, Team Pumpkin had a truly successful outing at the AFAQS Foxglove Awards 2020. With 10 awards in the bag, this exemplary achievement is a moment of pride and joy for every member of the Team Pumpkin family!
An industry benchmark, the AFAQS Foxglove Awards recognise the refreshing & exceptional work created by creative agencies younger than 12 years. Regarded as one of the highest honours in marketing communication and India’s most revered advertising show, a win this huge at the Foxglove awards is a testament to the hard work and talent fostered at Team Pumpkin. The winning campaigns & teams across categories are:
Stay Strong Moms, Sunfeast Mom’s Magic
Best Brand Integration
Best Online Integrated Campaign
Best Real Time Video
Best Use Of Influencer Marketing
APL Apollo Word
#StayStrongMoms, ITC Sunfeast Mom’s Magic
As the nation battled an unprecedented pandemic and lockdown, consumer behaviour saw an immediate shift. This change was observed by our Sunfeast Mom’s Magic team and analysed from the perspective of its primary audience- Indian moms. Realising the gaps that existed and the need to celebrate Indian moms for all their hard work, the #StayStrongMoms campaign was created.
With the idea to reach virtually reach out to moms and ensure their happiness & wellbeing, a 40 day National Campaign was launched and deployed in 5 distinct phases: Cheer | Enable | Inspire | Dedicate | Support.
As screen time shot up and the need to be entertained reached an all-time high, #StayStrongMoms tapped into various virtual platforms to help, support, entertain and spread its message of love. Not only was the campaign a sentimental success, but it also saw many tangible benefits:
The brand sentiment increased by 18 points
The brand gained 25cr+ impressions
There was a 33% increase in mentions
Brand followers increased by 25,000
The campaign earned 12 major PR mentions and trended on Twitter on day 8
APL Apollo World Microsite
India’s largest manufacturer of ERW steel pipes and tubes, APL Apollo is a widely popular brand but continued to face problems when it came to brand and product recognition. Despite a successfully launched TVC starring superstar Amitabh Bachan, the problems continued to persist.
The APL Apollo team worked to identify the source of the problem and conducted in-depth ground research. Armed with the knowledge of macro-animation, the team got to work on an interactive microsite to spread the message of APL Apollo’s products and usage.
Set up in a mere 30 days, the interactive microsite featured the layout of a city- including but not limited to – malls, schools, hospitals, bridges, airports etc. By clicking on these individual buildings, one could get a detailed insight into how APL Apollo contributed to its construction. From the products to how they make the building more durable and stronger – one could get all the information in a single click.
The many efforts paid off as the website saw tangible results:
Website traffic increased by 100% in 15 days
The microsite garnered 22K views
A 263.4% increase in the total number of users
A 275.92% increase in new users
A 276.98% increase in site sessions
A 172.33% increase in page views
Impossible without the combined efforts of all the members of the ITC Sunfeast Mom’s Magic & APL Apollo teams, this win is a representation of the emphasis each Pumpkin places on tangible results. It is a celebration of their unending pursuit of excellence. As humbling as it is exhilarating, this win is another memorable chapter in a yet unfinished book.