Keventers launched a limited time period ‘Bhang Flavoured Milkshake’, on the eve of the Holi long weekend; with a reveal on April Fool’s Day of how they had orchestrated a well-timed and aptly themed prank around a product that didn’t really exist.
The concept created by Animal (a Delhi-based creative agency) for Keventers, capitalized on the fact that Holi was just a few days before April Fool’s Day and merged the two to prank people before 1st April – when they didn’t see it coming. A bhang flavoured milkshake is interestingly bizarre, yet not completely impossible – making it the perfect conversation driver. It also ensured that the prank wasn’t just a random invention, but something that was contextually relevant.
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Aman Arora, Co-founder and CMO, Keventers, “Humour and light-heartedness is a great way to connect with consumers, and that’s exactly what this campaign was centred around. Keventers has always put the customer at the forefront and this campaign extended that notion by having a little fun and playing a prank on them.”
A special product shoot added authenticity to the prank and received a lot of traction as Keventers lovers and consumers across the country scrambled to find out how they could get their hands on the new product. The campaign was a great way for Keventers to establish relevance, memorability and infuse some fun in the slightly subdued Holi spirit of this year.
The result of the campaign was to get more eyeballs and create social media chatter around the Bhang Flavoured Milkshake. It also gave the brand an opportunity to engage with existing audiences and reach out to new ones, while reminding them that Keventers is a brand that has a personality, a sense of humour, and a penchant for experimentation.
Campaign metrics
- The April Fools Day campaign was implemented organically and was Instagram-focused.
- The brand’s page saw a week-on-week jump in Profile visit – 60%+ increase
- Impressions – 500%+ increase
- Engagement rate – 100%+ increase
- And 2K+ calls to their outlets across the country just asking for their Bhang Flavoured Milkshake.