Indian multi-language micro-blogging platform, Koo, has launched a campaign titled ‘Koo Kiya Kya’ (did you Koo it). Conceptualised by Ogilvy, the campaign aims to inspire and empower people to express themselves in their mother tongue.
The films showcase users’ desire to leverage social media for self-expression and to connect and engage with their communities in a language of their choice.
Apremeya Radhakrishna, co-founder and CEO, Koo App, said, “Koo is an innovation in the world of language-based micro-blogging. We bring together people from across cultures to share thoughts on our platform in a language of their choice. This campaign is designed around an interesting insight which mirrors the need to express – in your mother tongue. It positions Koo as an inclusive platform, as a platform for self-expression which gives voice to those who have never experienced language-based social media before. With the T20 World Cup 2021 happening right now, the timing is perfect to leverage television as a key channel to put across our message, to help people connect with each other meaningfully. We are confident that this campaign will enhance our brand recall, accelerate adoption and play a truly meaningful role in Koo’s journey to make our platform an integral aspect of people’s digital lives.”
Mayank Bidawatka, co-founder, Koo, added, “Everyone has an opinion in India about something or the other. These thoughts and opinions are restricted to close or social circles and largely offline. A large part of India hasn’t been given an online public platform to express these thoughts in people’s preferred language. That’s what this campaign is about - an invitation to every Indian to start sharing their thoughts in their mother tongue and connect with millions of others on Koo in a meaningful way. The campaign depicts real-life situations and conversations. Koo has been created for India at large and we wanted to show real people in our ads instead of giving in to the wave of using celebrities to draw attention. We are very excited about taking our core proposition of language-based thought sharing with India at large. Our partners at Ogilvy India have done a brilliant job of bringing this concept to life!”
In a quick chat, Sukesh Nayak, chief creative officer, Ogilvy gives Campaign India some more context behind the campaign.
What was the creative brief that Ogilvy received from the brand?
This was the first-ever brand campaign for Koo and the brief was very clear. Make India, the one that speaks in local languages, know that there is a platform made just for them. A platform where they can connect and express their thoughts freely with the rest of the country, to people who speak their own language.
What was the idea behind the campaign and the behavioural change it’s expected to bring about?
Honestly, we realised that everyone has something very interesting to say. So far they were saying it to their closed groups of friends or family. Our idea is to invite all such people to take the next step. That is why we came up with #KooKiyaKya, because it means, ‘Did you put your thought on Koo? If you have something interesting to express, you can now do it in your own language and connect with the world. Our intention is to have people see these films and say, ‘Oh, I have been a part of such moments. I also have something to share and Koo is the platform for me to express that.’
The campaign consists of a series of short-format 20-second advertisements.