Brand Campaign Case Study: How Keventers - TheCoolestDesign Campaign connected with the design community

Brand Campaign Case Study: How Keventers – #TheCoolestDesign Campaign connected with the design community

Last updated: 2022/07/29 at 3:31 PM

MIA Editor

3 Min Read

Brand Introduction: Keventers

Keventers, creator of the iconic milkshake is one of India’s very first ‘Made in India’ brands. Established in 1925 by Edward Keventer, Keventers then became famed for its milkshakes. Acquired by Ram Krishna Dalmia in 1940, it underwent great changes throughout the course of history.

From supplying to the Indian Army to becoming the preferred choice for Delhiites walking around Connaught Place. The brand was then revived in 2015 by Agastya Dalmia, Aman Arora, and Sohrab Sitaram. Keeping the vintage tone alive with its signature glass bottles, the trio has completely revamped the brand in a way that makes it strike a chord with modern-day consumers. Presently, Keventers has a brand presence across India, Nepal, UAE, Oman, and Kenya.

Campaign Summary: #TheCoolestDesign

#TheCoolestDesign is a crowd sourced campaign, targeted specifically to the design community with an aim to provide a platform to them where they showcase their love for Keventers through their work and get those designs printed on the beloved bottles Pan-India.
As gratification, the winning design gets a cash prize of Rs. 50,000 and two runner-ups get a cash prize of Rs. 25,000 each. Along with these, the top 20 designs get an exclusive delivery of Ice-Cream boxes and each participant gets a special e-voucher for 2 free milkshakes.

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Objective of the campaign

Increase brand affinity by involving the design community in the brand-building process.

Idea & Strategy

Idea – People love the Keventers bottle and keep coming back for it. The different designs on the bottle throughout the years have made it a collectible; which further gets customized at the hands of our passionate and creative customers. The Keventers DIY community is very active and keeps coming up with wonderful designs from time to time. The idea to crowd-source the next bottle design came from this very source.

Strategy – As the campaign idea was community focused, Instagram became the primary platform, as that’s where a majority of the community is active. For the campaign execution, channels like Social Media Ads, E-Mailers and Press Releases were targeted to the design community, namely, Graphic designers, and students who have graduated from design colleges in cities like Delhi, Chandigarh, Bangalore, Mumbai, Pune, Chennai, and Kolkata.