The campaign aims to promote the idea of Unity under the aegis of ‘Azadi Ka Amrit Mahotsav’
India, 10th August 2023: In an effort to amplify the Government of India’s flagship nationwide initiative ‘Azadi Ka Amrit Mahotsav’, ShareChat, in association with the Ministry of Culture and the Ministry of Home Affairs, has announced the launch of the Independence Day campaign ‘#AnektaMeinEkta’. The campaign aims to celebrate & empower Indians by generating mass awareness and driving engagement on the platform through ShareChat’s several diversified solutions.
The campaign, which started in July and will go on till 15th August, revolves around broad pillars and conversation drivers; #AzadikiUnsuniKahaniyan, #UnityforCybersecurity, #EktaKiWardi and #HarGharTiranga. It aims to communicate stories of unsung freedom fighters of our Independence struggle, create awareness about cybersecurity, extend gratitude towards local law enforcement agencies like CAPF, state, and central police, and ultimately reaffirm the feeling of patriotism by encouraging people to hoist the Tiranga as a symbolic gesture towards our united commitment to nation-building.
ShareChat has offered a bunch of creative solutions to activate the #AnektaMeinEkta campaign on its platforms – the ShareChat app and Moj. These include verified profile creations, in-app activations, dedicated categories & multiple tags to drive conversations through contextual salience, regional influencer activations to drive advocacy through powerful & diverse narratives, an engaging hashtag challenge with a custom lens to leverage & strengthen users’ emotional connect, and vernacular studio ads to leverage the native language connect on the platforms.
For the #HarGharTiranga initiative, the platform would leverage localized influencer activations to generate awareness about the Indian Flag by invoking the emotional connection we have with the flag, along with a series of one-touchpoint, interactive web cards to boost their excitement by asking them to share their #HarGharTiranga moments. Apart from these, the platform will amplify #HarGharTiranga inspired branded shares to celebrate beyond the platforms. Within the first phase of the campaign, over 100 influencers participated, and it garnered over 670 Mn+ views and 80 Mn+ reach.
Announcing the collaboration, Udit Sharma, Chief Revenue Officer, ShareChat and Moj, said, “Being India’s largest homegrown social media company, we feel immensely proud to be associated with the Indian Government to promote the Azadi ka Amrit Mahotsav initiative. When it comes to the most trending and entertaining content, ShareChat and Moj are the go-to destinations for over 300 million Bharat users, empowering them to share their voices in their language. Our user base is simply not content with being a passive viewer but loves to actively engage with brands through our innovative in-app ad solutions. We believe that culture is a unifying force, transcending geographical boundaries and ShareChat is the ultimate platform to celebrate this spirit of Anekta Mein Ekta.”
Mrs Uma Nanduri, Joint Secretary, Ministry of Culture, said, “Azadi ka Amrit Mahotsav is a people’s festival that reflects the glorious history of India’s history and heritage. We take pride in the journey of these 76 years of Independence and celebrate commemorating the unsung heroes of freedom struggle, spreading awareness in safe cyberspace and extending gratitude to the men in uniform under the theme “Unity”. ShareChat and Moj amplified the campaign with their wide Indian user base presenting the quintessential platforms to spread our message and drive mass awareness in the nooks and corners of the country through nine languages across the platforms.”
The campaign is being amplified in nine languages across the platforms – Hindi, Punjabi, Bengali, Gujarati, Tamil, Telugu, Kannada, Malayalam and Marathi, ensuring a rich and diverse experience for everyone involved! Learn more by accessing the Amrit Mahotsav profiles on ShareChat and Moj.