iWorld
Crowdsourcing of ideas on social media helps Govt firm up policies: Jaitley
NEW DELHI: Information and Broadcasting Minister Arun Jaitley today said the innovative approach to crowdsource ideas from people provided government an opportunity to understand their perspective on major flagship programmes of the government.
The minister also complimented the winners of the social media contest in various categories organised by New Media Cell of his Ministry as part of 67th Republic Day celebrations for providing fresh ideas through social media platforms.
Minister of State for Information & Broadcasting Rajyavardhan Rathore and Secretary Sunil Arora were also present during the occasion.
The contests were held on the Ministry of I&B Social Media platforms – Facebook (www.facebook.com/inbministry), Twitter (@MIB_India) and a specially designed webpage (http://www.graffiti.inbministry.in) where Graffiti were invited from participants on various flagship programmes of the Government.
The competition was open for a fortnight from, 1 – 14 January, 2016. The winners of the contest were provided a unique opportunity to witness the Republic Day Parade, 2016 at New Delhi. The travel and accommodation arrangements of all these winners were sponsored by the I&B Ministry.
For the Graffiti wall, the themes were Start Up India, Stand Up India; Digital Empowerment; Entrepreneurs of Young India; Skilled India, Powerful India; Make In India; Financial Security to All and Housing For All. The graffiti contest received as many as 419 entries across all themes.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
