iWorld
Twitter to spotlight the best cricket campaigns with League of Brands
KOLKATA: With the commencement of the Indian Premier League (IPL 2021), microblogging site Twitter is kick-starting League of Brands on 9 April. It will highlight outstanding cricket campaigns by brands on the service throughout the upcoming season. Powered by Twitter data, League of Brands will recognise six star campaigns by brands as they take to Twitter to keep their audiences engaged in the midst of the cricket-fueled adrenaline.
League of Brands, utilising Twitter’s Branded Notifications feature, will also let people opt-in for alerts on the latest cricket ads across the season, simply by liking the tweet from @TwitterMktgIN.
Every cricket season, Twitter turns into a virtual playground with fans starting and joining conversations around their favourite match moments. With the service’s ability to amplify moments in real-time and create ripples across timelines, brands across the spectrum take to the service, utilising the package of its conversational nature, a range of customisable ad-offerings, as well as, its receptive audience to deliver some noteworthy engagement campaigns.
For League of Brands, Twitter Next – the brand strategy team at Twitter, and Twitter marketing India (@TwitterMktgIN) will screen through campaigns and place the spotlight on the brands that stand out of the crowd. Brands and campaigns will be recognised across six categories –
● The All-Star: The brand to drive the highest volume of conversations on Twitter throughout the season.
● The Sixer: The brand to garner the most Retweets on a single campaign Tweet from the brand’s handle.
● The Doosra: The brand without a national TV spot to drive the largest overall conversation.
● The Most Creative Play: The brand that makes the best use of Twitter to break through the clutter, beyond promoted Tweets and video.
● The Fan Favourite: The brand to drive strongest positive sentiment for a campaign.
● The (re)Play of the Game: The brand with the most engagements on a single video Tweet from the brand’s handle.
This time the most-talked about brands on the service would be the real game-winners.
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.
