MAM
Hershey’s Valentine’s Day campaign touches over 12 million users on Instagram
MUMBAI: This Valentine’s Day Hershey’s chocolates decided to give a twist to the conventional way of expressing love by offering GEN Z the means to express their bond on their favourite go-to social media destination, Instagram. It launched the quirky campaign ‘That’s What We Said’ in the first week of February in partnership with WATConsult, the hybrid digital agency owned by Dentsu Aegis Network (DAN) India.
Conceptualised and executed by WATConsult, the campaign made couples ask fun and interesting questions about each other and their respective relationships. The cinch here was that the answers had to match, and if they did, the couples scored a point.
In an innovative twist, the campaign utilised the existing Instagram feature, ‘pull and zoom’. Each partner was asked to place his or her fingers on the image and zoom in to read the question and answer accurately. Once the couples got their score, they could share them along with their experience and flaunt their compatibility on their own Insta stories.
Sharing his views on the campaign, Hershey India marketing director Sarosh Shetty said, “Instagram is integral to Gen Z’s life where they express and celebrate all their relationships. Hence, Hershey’s launched this Insta-first digital campaign to bring their loved ones together and strengthen their bond through a fun and quirky game – ‘That’s What We Said’, this Valentine’s Day. We are happy that we were able to grab the attention and garner such a huge organic engagement with our audiences through this campaign.”
WATConsult CEO Heeru Dingra said, “The acceptance of Instagram amongst millennials is huge and we wanted to optimise this knowledge in an innovative way rather than through the traditional portrayal of Valentine’s Day. Leveraging the ‘pull and zoom’ feature of Instagram, we made the couples have some fun and build a stronger bond. The campaign has created a fantastic buzz since its launch.
‘That’s What We Said’ has already marked over 17 million impressions, with a reach of over 12 million on Instagram. Since the game was played on Hershey's India Instagram page, Hershey’s also witnessed a massive surge in profile visits amounting to 42,000 and over 900 mentions of the brand; and the numbers only seem to continue to grow every minute.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
