THE WORD JOCKEY CONTENT STUDIO

#IAmIndia - a long running storytelling campaign which celebrates the true success stories of people of rural India, who have fought all obstacles to build their own homes with the help of MRHFL

#NoToChotu was our campaign against child labour to raise awareness about the plight of 'Chotu' - a synonym for a young child forced into working.

#SheIsIndia - A campaign to celebrate the independent women consumers of MRHFL who dared to dream and build her own home for her family.

Client Brief

To create brand equity, awareness, and to help create aspirations for people to build their own homes, without making the brand the hero.

Idea

The idea was to build the brand on social media on the backbone of a long-standing storytelling campaign. We achieved that by making the consumers a hero, without making the brand the centre of their success.

Execution

Brand MRHFL is all about helping people live a life of dignity by helping people build homes instead of living in their existing huts/ kuccha houses. Hence, we created a long-standing storytelling campaign that focuses on the people of rural India, especially the inspiring consumers of MRHFL. The campaign was called "I AM INDIA" to highlight the determined spirit of the consumers who dared to dream and built their own homes. These consumers are the common folk of rural India, who lived in dilapidated homes, but with their passion and never-give-up attitude, made their home dreams come true with the help of MRHFL. The campaign celebrates their success by making them an inspiring hero for other potential consumers.

Likewise, we have created offshoots of the campaign to celebrate women consumers, and thematic content to highlight various issues in India.

Result

Over time, MRHFL's social media marketing garnered one of the highest organic reach numbers i.e. over 3% over the 0.2% industry standards without paid promotions.

This was not a lead generation activity, but owing to the authentic consumer stories, the brand has received immense attention and inquiries over time.

Who says organic content does not work?