D-Code 2019: Using the most powerful tool in social media – Virat Kohli

Jogesh Lulla of Cornerstone Sport and Entertainment along with MX Player's Karan Bedi explain how they broke the digital code for two recent launches

Aug 08, 2019 07:59:00 AM | Article | Raahil Chopra

Karan Bedi, CEO, MX Player, was impressed and inspired by the way Pepsi jumped onto the Charulata Patel bandwagon during the 2019 ICC Cricket World Cup and signed her on as a brand ambassador. 
“It was a good example of riding on something that was happening in the environment,” said Bedi.
He also explained how MXPlayer looked to ride on something similar during the launch of one its shows, Thinkinstan. 
“The show was aimed at a tier one audience but we wanted to reach out to tier two as well. We saw action around the ‘India v Bharat’ conversations during the lead up to the elections and picked up on that. We had the ‘English v Hindi’ divide going and it worked for us in terms of reach and engagement,” said Bedi.
Bedi ended his talk with learnings:
1: Use the sharper targeting digital allows.
2: Use OTT to build your brand. A lot of people coming onto the platform haven’t used mobiles before and don’t use televisions.
3: Consolidation of your brand and get people to trust your brand.
Bedi was followed by Jogesh Lulla, COO, Cornerstone Sport and Entertainment. 
Lulla spoke about how the company that handles Virat Kohli’s endorsements used the cricketer for the launch of the energy drink O’cean One8. 
“Within four months of the launch we got a market share that took other brands more than a year. We had the most powerful tool in social media – Virat Kohli. Our four month journey started with the announcement he made. Then we looked for hard social recall, show Virat’s personal interest, tried staying relevant and then looked to show where it’s available,” said Lulla. 

Lulla then spoke about the campaign that inspired how they went about the launch for O’Cean One8.
Will Smith’s Just Water
He ended the talk with three tips:
1: Plan ahead so you can be relevant.
2: Always assume and answer the question customers have – ‘what’s in it for me’.
3: Touch an emotional chord.
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