Express gratitude towards security guards, a group that takes care of families around the nation. Doesn’t matter if it is a festival or not, they’re always there for us.
There are numerous unsung heroes of our country who do not get to celebrate special occasions with their families because they are busy in taking care of our families. These uncelebrated heroes are our security guards.
The campaign was centred around saluting and thanking the security guards all around the country who choose to take care of our families, even on special occasions. Our motive was to reach out to them and make them feel special.
Through this, we tried to connect the general public with their heroes on the special occasion of Rakshabandhan and Independence Day. People signed up with us and wrote their messages. Then, we sent a Rakhi with those messages to our security guards.
More than 400 people signed up during the campaign.
There were 2.4L video views, 5.0k likes, 2.2 Mn reach, 3 Mn Impressions and a 200% increase in traffic website.
On 15th Aug, both the hashtags “#TiesOfSteel” and “#APLApollo” were trending across the country on Twitter. We managed to retain the trending spot for more than an hour.