Citibank’s Digital Diwali paved way to happiness this year

Come Diwali, people all over India start decorating homes, creating beautiful and colorful rangolis, buying new goods and having guests come over for a celebration. Not only is Diwali a festival of lights, it is also a festival of togetherness - a chance to share happiness with your loved ones. But, in this era of technology, how could a grand festival like Diwali not have a digital side to it?

Citibank used this concept and digitalized this Diwali to make people happier with something that is new and unheard of and yet something that involves spreading joy. With their on-ground activation at DLF Mall, Saket, their campaign, #WhatsNewThisDiwali kicked off to create a huge buzz and wound up being a big success. The innovative campaign helped people burn crackers and open gift boxes virtually using Augmented Reality technology. The campaign that started on the 1st of November garnered much attention on Twitter and helped Citibank announce their Diwali offers out loud on the social platform. This was the first phase of the event where people present at the mall during the activity tweeted about it, commenting about their enjoyable experiences while sharing pictures and videos from the venue. On the 5th of November, the first brand video was released, sparking more conversations on Twitter on the campaign, #WhatsNewThisDiwali. The activity widely trended on social media where people discussed how they intend to surprise their families this Diwali just like how it was portrayed in the video. The activity was shared and received very well on different social platforms with more than 2.1 million views.

The on-ground activation activity’s video was launched the very next day and digital Diwali was raved upon. Using the hashtag #WhatsNewThisDiwali, Twitteratis shared their ideas on celebrating Diwali digitally and how other new things could be done this year. Over seven hundred thousand views were garnered on this video on Youtube and Facebook, showcasing its evident popularity with people. The fourth and the final phase of the Citibank Diwali campaign was the launch of the second brand video that went live on the 7th of November. This video instantly took people down the memory lane and connected them with their playful, innocent childhood memories of Diwali celebrations with their siblings. This emotional family video depicting sibling love was a huge hit with the people as it crossed 1 million views together on Facebook, Youtube, Vdopia and Vuclip.

This day witnessed people connect Citibank with their Diwali campaign on #WhatsNewThisDiwali better as hashtag #Citi trended on social media. Not only that, people could now associate themselves with the idea of gifting surprises to loved ones on Diwali using Citi credit cards. There were several offers and deals running on Citi cards through the campaign duration, which were availed by a large number of card holders. Great deals at leading brands across categories like shopping (Flipkart, Amazon), travel (MMT), electronics (Vijay Sales, Apple) and grocery (Reliance fresh, super mart) were offered. This was followed by a first-ever 15-day ‘festive online sale’ across key products like credit cards and personal loan to generate leads and drive fresh acquisitions for the brand. Overall, the campaign did exceedingly well with a grand total of over 196 million impressions on the videos and an actively trending hashtag. Citibank certainly made this Diwali a memorable experience for many – Indeed a digital Happy Diwali! This is a sponsored post.