Building India’s Most Engaged Community

Objective

- Building a loyal and engaged consumer community
- How to differentiate the community from its competitors

Our Observations

- Most of the audience segment was Gen Z and Millenials.
- Creating bifurcation across cohorts made sure the community is engaging consumers across various categories
- Identified that most engagement happens if the content is topical, easy to consume and engaging.

Results

- The fastest growing community amongst competitors organically (50k+ in 4 months)
- Surpassed engagement of parent brand and competitors by 2.5x