Koo inspires self-expression in languages through new Ogilvy India campaign
Ogilvy India has launched the first-ever television campaign for Koo, India’s leading multi-language micro-blogging platform. Titled #KooKiyaKya, the campaign aims to inspire and empower people to express themselves in their mother tongue.
Launched at the start of the T20 World Cup 2021, the campaign is reflective of users’ desire to leverage social media for self-expression, and to connect and engage with their communities in a language of their choice. Each short-format 20 second spot, grabs the viewers attention through their quirks, wit and humour laced around the tagline #KooKiyaKya.
The riveting visuals capture people going about their daily lives, indulging in light-hearted banter, and talking straight from their heart – with catchy idioms that can be Kooed to express themselves online. The ads are woven around a unifying message – Ab Dil Mein Jo Bhi Ho, Koo Pe Kaho. This campaign follows intense research and market mapping to decode the minds of internet users and their desire to communicate and share content digitally in their native language. The ads are live across leading sports channels and will play during the T20 World Cup matches.
Apremeya Radhakrishna, Co-founder and CEO, Koo App, said: “Koo is an innovation in the world of language-based micro-blogging. We bring together people from across cultures to share thoughts on our platform in a language of their choice. This campaign is designed around an interesting insight which mirrors the need to express – in your mother tongue. It positions Koo as an inclusive platform, as a platform for self-expression which gives voice to those who have never experienced language-based social media before. With the T20 World Cup 2021 happening right now, the timing is perfect to leverage television as a key channel to put across our message, to help people connect with each other meaningfully. We are confident that this campaign will enhance our brand recall, accelerate adoption and play a truly meaningful role in Koo’s journey to make our platform an integral aspect of people’s digital lives.”
Mayank Bidawatka, Co-founder of Koo, said: “Everyone has an opinion in India about something or the other. These thoughts and opinions are restricted to close or social circles and largely offline. A large part of India hasn’t been given an online public platform to express these thoughts in people’s preferred language. That’s what this campaign is about – an invitation to every Indian to start sharing their thoughts in their mother tongue and connect with millions of others on Koo in a meaningful way. The campaign depicts real-life situations and conversations. Koo has been created for India at large and we wanted to show real people in our ads instead of giving in to the wave of using celebrities to draw attention. We are very excited about taking our core proposition of language-based thought sharing with India at large. Our partners at Ogilvy India have done a brilliant job of bringing this concept to life!”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said: “Our idea came from life. When talking to our friends or family in our own language we find the comfort to express ourselves the best. Our intent is to ensure whoever sees these films, should instantly think of many such incidents from their own life. And feel comfortable to express the same in their own language with a wider set of audience on Koo.”
Credit
Ogilvy:
Sukesh Nayak – Chief Creative Officer, India
Harshad Rajadhyaksha – Chief Creative Officer, India
Kainaz Karmakar – Chief Creative Officer, India
Prem Narayan – Chief Strategy Officer, India
VR Rajesh – President & Office Head – India (West)
Vivek Verma – Creative Director
Prasad Kulkarni – Creative Director
Prashant Solomon – Client Services Director
Vrinda Nair – Group Account Manager
Ammar Rangwala – Account Executive
Production House: Jamic Films
Director: Shirish Daiya
Producer: Mekala Krishnaswamy & Akshay Uchil
