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Special Project

Special Project
From the 7th Annual Shorty Awards

Micromax - Can Gift Happiness

Entered in Social Good Campaign


Doing social good for someone else is an act of kindness which we wished to emphasize upon. Christmas in India is only popular in certain sects of society and the idea of looking out for the poor during this period is overlooked. The objective of the campaign was to empower Netizens to come forward and spread the festive cheer to all.

Strategy and Execution

On the thought of sharing happiness, the #CANGIFTHAPPINESS campaign was executed. All they had to do was to use #CANGIFTHAPPINESS in their tweets along with a wish for a person to whom they would want to extend. Every tweet was worth Re. 1. At the end of the campaign, the total number of tweets generated would be the amount of money being donated to CRY.

This campaign was released on the 22nd of December and continued till the 27th of December. Only with a content first approach on a singular platform we were able to generate significant results, contributing to the success of the campaign. The only medium used was Twitter.

Over 2,38,332 tweets generated more than 2 lakh mentions, with a reach of more than 100 Million. Micromax decided to double the amount and donated Rs. 4,69,664 to CRY, India


Video for Micromax - Can Gift Happiness

Entrant Company / Organization Name

Interactive Avenues Private Limited

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