1. ‘Pockets’ App by ICICI – While most Indian banks have still not gone beyond informing their customers about the location of their ATMs in the city, ICICI bank made a bold step towards virtual financial transaction through Facebook. It was clearly a youth-oriented online wallet which smartly integrated banking with social media. Unlike online banking, the Facebook app offered social activities for friends and families such as planning outings, booking movie tickets, sharing expenses and recharge mobile phones without the hassle of memorizing too many numbers and alphanumeric passwords. Pockets by ICICI app is a unique technological innovation by ICICI Bank that made banking easier and for customers.
2. Ranbaxy Volini ‘Pat on the Back’ – Ranbaxy Volini had launched a very interesting campaign on the occasion of Women’s Day, called “Pat on the Back”, saluting women. The campaign invited people to appreciate women in their lives by patting their back quite literally through a Facebook app “Pat on the back”. The brand then sent those pats to women and made them feel special. Within 7 days, about over 10,000 women received pats, successfully creating awareness in the society. Ranbaxy Volini’s Pat on the back campaign was one of the most brilliantly executed campaigns on Women’s day, while most brands were competing to gain visibility.
3. Cadbury Silk ‘First Love Is’ – For the promotions of its limited edition pack for Valentine’s Day, Cadbury Silk, the premium addition to Cadbury Dairy Milk had launched an adorable co- creation campaign called ‘FirstLoveIs’. In the 2-day campaign, the chocolate brand asked its community to share what first love meant to them, using the hashtag #FirstLoveIs. The best meanings of first love were drawn into cute little doodles, which also display the Twitter handle of the winner, and shared with them in real time.
4. Cadbury 5 star ‘Condition Serious Hai’ – Cadbury 5 star had launched an anti-seriousness campaign called ‘Inki Condition Serious Hai’, where ‘seriousness’ was considered a social disease that needed to be eradicated with the chocolate bar. A 5-day blogging contest invited bloggers to blog about their encounter with someone whose condition was serious, accompanied by Facebook and Twitter contests inviting the community to share about ‘serious’ people using the hashtag #ConditionSeriousHai.
5. HCL Technologies ‘Coolest Interview Ever’ – HCL Technologies had launched a global talent hunt for the coolest IT professionals through a unique 3-week recruitment campaign on Twitter – “#CoolestInterviewEver”, powered by a microsite at its core. Applicants needed to follow the company on Twitter and answer 6 questions to register themselves, while the process of evaluation and selection was carried out by HCL HR executives completely on Twitter, including the one-on-one interviews with the top five.