Josh, Indian short-video app, concluded its #RealHai campaign which provided users an opportunity to be at IIFA awards in Abu Dhabi. As part of the campaign, users were encouraged to bring out the unfiltered version of themselves, not bound by views of the outside world and prioritize real over tailor made moments through their content.
#RealHai witnessed 7 billion views in one month with over 210k videos being created and 590 million hearts garnered under the campaign highlighting the importance of being your true self both on and off social media. Three winners – Akbar Ahmed , Mrutyunjaya Palai, Aahana Varshney have been awarded with the opportunity to be a part of the IIFA Awards in Abu Dhabi.
Sunder Venketraman, Head-Creator and Content Ecosystem, Josh said, “We are overwhelmed with the response we have received on #RealHai, it has definitely become one of the most successful in-app campaigns we have done so far. Understanding the user’s mindset is of the utmost importance to us, therefore our campaign communication is built in a way that creates meaningful conversations to drive awareness amongst Josh users. I personally feel that the unfiltered version of ourselves is always the best one and through this campaign we further wanted to promote the entire concept of being comfortable in who we are and live in a real world both on and off camera.”
Having been part of the creative ideation of the campaign video, Juhi Mehta, Chief Operating Officer, Qyuki Digital Media. “I have never seen a more powerful campaign that stands for originality of content creation! #RealHai not only aims at bringing out raw and real talent to the world but has also successfully acknowledged amazing talents”.
