We had to raise awareness about Eveready's new TV commercial entirely through digital channels. Eveready had entered the portable mobile charger business to keep pace with the times and this happens to be a major draw for 'Generation Y', technology savvy and connected on social networks. The 'Give Me Red' (GMR) Facebook Page and Twitter handle captured this creative freedom and youthful power as a statement of a new attitude. From there we drove a content-rich social presence that worked well in driving traffic and reflected well on the brand. Simultaneously, GMR's YouTube channel was actively promoted. The continuous task involved social strategy planning, channel planning, listening, influence network identification and technology development and deployment.

Instead of an upfront announcement, we tried to leverage the social media campaign to first tease, and then engage people with the new commercial. Through an FB App, a question was posed every day for a month on different aspects of the Ad. Each question invited fans to post their answers to the page's wall and every week winners were given exciting prizes.