New Delhi, June 2 (IANSlife) Josh, India’s short-video app, concluded its one of the biggest and most exciting campaigns #RealHai which provided users with an opportunity to be at the 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.
Popular actors Siddharth Malhotra and Hansika Motwani kickstarted the campaign with a music video composed by none other than Sajid of Sajid-Wajid. The video devised by Qyuki Digital Media showcased Josh influencers displaying their talents without any inhibitions, once again driving home the messaging of #RealHai. #RealHai witnessed a phenomenal 7 billion views in just 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. These influencers travelled across India encouraging creators to make as many videos as possible. There were six tasks each week and creators were culling out content across genres such as dance, fashion, fitness, food, comedy or entertainment. Three winners – Akbar Ahmed, Mrutyunjaya Palai, and Aahana Varshney have been awarded with the opportunity to be a part of the IIFA Awards in Abu Dhabi.
Commenting on his association with Josh, Bollywood actor Siddharth Malhotra said “Josh’s new campaign #RealHai gave an opportunity to content creators to be their true self. I really enjoyed my collaboration with Josh for this campaign.”
On the success of the campaign, 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 the 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”.
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