Phonethics started as a short form content production company. This form of storytelling is extremely dear to us.
Sunrich – Viral Video
After executing some successful social media campaigns like #IAmTheSun and #BappachiDiary for Sunrich, Phonethics was asked to create a viral video communicating the message of the brand being clearer than its competitors. With the epic of Mahabharata serving as the premise, we created a funny narrative-based branded content that was a fusion of 2D and 3D animation filmmaking.
To find a creative route that effectively communicates Sunrich Refined Sunflower Oil’s brand message that it is ‘clearer’ that its competitors.
To create some pre-launch buzz for the video, we created Facebook pages of popular characters from (The Mahabharata) the viral video – Draupadi’s Swayamvara.
These characters interacted with each other via FB comments and slowly the audience on social media started to get involved.
These characters engaged in friendly banter on social media generating curiosity among the Sunrich Facebook community.
The film became more than just a piece of audiovisual content. An event page was created inviting the social media to ‘attend’ the famed Draupadi’s Swayamvara – The Untold Story.
The total impressions generated for the video was in excess of 12.5 million.
The total unique video views were 500,000 +
The pre-launch campaign reached an additional 560,000 unique people and generated 14,50,000+ impressions.