Ramdev – Influencer marketing

From ‘plain old turmeric milk’ to the more trendy ‘Haldi Latte’…….here’s the journey of #HaldiLatte.

The company wanted to make popular the age old immunity booster, ‘turmeric milk’ by sending out the message that – Haldi is Healthy. To send out the message of #HaldiLatte, we began a YouTube campaign that drove high amounts of viewership from food lovers, mothers & even amateur cooks.

With the lockdown in full swing, people were found to be experimenting more in their kitchens, hence #HaldiLatte was one of the most viewed campaigns on YouTube. It became so popular that coffee loving youngsters opted to switch from coffee to #HaldiLatte or ‘Haldi wala doodh’.

To ensure #HaldiLatte gained popularity, we formed an association with a number of influencers including the popular RJ Ekta from Ahmedabad & RJ Ishita from Rajkot. In sync with the TV campaign, we rolled out digital campaigns on Social media & YouTube channel – making it an integrated campaign.

• #HaldiLatte was EVERYWHERE. The video received close to 3 million views within the 21 day campaign period.

• The website traffic rose to 20,000 visitors during the course of the campaign. Estimated social media reach was to 3.3 lakh people.

• An estimated 300 people participated in the campaign and 100 winners were announced and rewarded too!

• The reward? You got it, a hamper of Haldi for each participant to boost their immunity. The campaign proved to be successful among youngsters along with boosting the brand.