MindShift Interactive creates #ChappalMaaro for The Bombay Store

On 16 February (day of the BMC elections), the agency used Twitter as the primary platform to engage and interact with their audience and make ‘#ChappalMaaro’ trend on the site. 

 

The agency asked Twitter users to tweet incorrect practices with the #chappalmaaro to eradicate these issues. 

 

Commenting on the initiative, Zafar Rais, founder and chief executive officer, MindShift Interactive said, “BMC Elections were the trigger for us to launch this campaign. Our motive to create the hashtag “#ChappalMaaro” was to highlight incorrect practices carried during elections like not issuing voters card on time, bogus voting etc. The campaign has positioned The Bombay Store as a thought leader in advocating fair practices becuase of the huge response from fans and followers. It is very important to understand the consumer pulse and create a campaign that has a strong consumer connect.”