EXPERIMENTAL MARKETING

SapientRazorfish India wins in the ‘2017 Internet Advertising Competition Award’

Receives Outstanding Achievement in Internet Advertising - Best Construction Online Video

SapientRazorfish, a new breed of transformation partner that helps companies reimagine their businesses for the connected world, has recently won an award for the Best construction online video at the prestigious 2017 Internet Advertising Competition Awards for their campaign for UltraTech Cement - #RealRaksha. Presented by The Web Marketing Association, the Awards were announced on March 29, 2017.

With the interpretation of ‘Raksha’ or protection becoming increasingly archaic, it was important to bring forth a perspective that was not thought of before. The campaign communicated the concept in a unique way, drawing on UltraTech Cement’s core belief that protection doesn’t just involve strangers on the street, but begins at home. For the campaign, SapientRazorfish built on the narrative of protection with the theme of Raksha Bandhan as a platform.

The campaign was successful in driving the message on the hypocrisies associated with the concept of protection, and the need to change at an individual level. In addition to sensitizing people, the campaign became an instant hit online, garnering a total organic reach of 4,594,524 on Facebook, with 499 comments, 16,000 shares, and total views of 38,53,643.

“We are delighted to partner with UltraTech Cement in this journey of success. This award corroborates our shared commitment to excellence, and the vision that was interpreted successfully”, said Dinesh Swamy, Senior Creative Director, SapientRazorfish India. “We always challenge ourselves to be innovative and engaging. The award is a great motivation to keep striving to excel and deliver our best to every project, and every Client”, he added.

“We are proud to win this award. The message of true protection and strength to understand that comes from within has been captured well in this film” said Kumar Pillay, Senior Vice President Marketing Services, UltraTech Cement, Aditya Birla Group.

SapientRazorfish was also instrumental in the recent #ColoursOfGrey campaign for UltraTech Cement that leveraged the sentiment of Holi through the eyes of a mason.

Globally, SapientRazorfish was also awarded the Best Retail Website for Axe Digital (London) and Best Beverage Integrated Ad Campaign for The Fast Shot Therapy (Boston) at the 2017 Internet Advertising Awards.

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