#CloseNoMatterHowFar - an initiative celebrating love during tough times.
Agency
Team
Executive Creative Director: Neville Shah
Creative Director: Karthik Krishnan
Creative Team: Harsha Gharat, Prajakta Athavale, Nikita Deshpande, Saurabh Chaudhary, Maithri Warrier
Case Study Video
Overview
The year 2020 brought with it a pandemic that shook the whole world to its core. India was one the nations that was hardest hit by Covid-19. So, inevitably, the country went under a complete lockdown for about four months.
While this was an necessary step for the nation's well being, there was one unexpected section of the country that was affected by this decision - the young couples.
For Silk's target audience of 17-22 year old couples, staying home and safe also meant staying apart from their "special someone". Most of these youngsters met their partners outdoors only - in cafes, at the beach, or in college. And because of the lockdown, these couples went into a long-distance relationship that none of them were prepared for.
So, Dairy Milk Silk decided to help these couples stay connected, even when apart. How? With the social media campaign - #CloseNoMatterHowFar - an initiative celebrating love during tough times.
Outcome
While the campaign kicked off as a small idea to keep our followers engaged, as the lockdown lengthened, #CloseNoMatterHowFar grew bigger and bigger. What began as a simple activity blossomed into a way for couples to stay connected even when they were apart from each other.
Our sweetest moment was collaborating with one of Silk's fans to create the lockdown Silk anthem. We were soon scouring through Instagram, finding users who created their own renditions of the anthem, and sharing them on the Silk’s handle to celebrate them.
The activity required us to think on our feet, to improvise quickly. It helped me work closely with my art team to shape up a campaign that we were all proud of.