Integrated Digital Campaign
Client MRF Limited
Brand MRF Limited
Agency Experience Commerce
Brief For the last 30+ years MRF would predict the date of the first rains in Mumbai. This campaign had lost its relevance to the younger audiences. In 2014 MRF wanted to take a disruptive step and engage with the digital consumers in an all-new way for Rain Day. We had to create an engaging campaign on digital that would restore the excitement around MRF Rain Day.
Excitement around monsoons builds up a few weeks before its arrival but the story of monsoons as it reaches Mumbai has never been captured – we decided to tell this story. Riding in an MRF car with the rains and we posted content about the first drops of rains. User engagement peaked with people making predictions, sharing rain-day memories and moments via pictures and stories.