KamaSutra launched in 1991 celebrated its 20 years of successful business on 16th September 2011; But the consumers weren’t aware about KamaSutra’s 20 year existence. There are more than 35 million Indian users on Social Networking sites. With a lot of information & engagement flooding these platforms, there was a need to identify the right platform to amplify KamaSutra’s 20 Year Celebration. Twitter was the perfect network and our creative approach ‘Live Tweet Cast’ was the right approach to make KS 20 Year celebration trend in Mumbai.

1. 20 Year Celebration on Twitter

2. Background
KamaSutra, India’s second largest condom brand, launched in
1991 celebrated its 20 years of successful business on 16th
September 2011
KamaSutra has been in the industry for the last 20 years, but the
consumers weren’t aware about it’s 20 year existence
With a lot of information & engagement flooding Social
Networking sites, there was a need to choose an interactive
network that helps KS reach maximum users and spread the 20
Year celebration through their respective user network

3. Objective
Celebrate 20 years of
Create buzz around
KamaSutra on Social
the brand
Media

4. 1
THE NUMBER THAT
MAKES YOU STOP
AND THINK
35 million Indians are
members of social
networking sites 4
3
THE CREATIVE
THE STRATEGY
SOLUTION
Users to witness the KS
KS 20 Year Celebration
20 Year Celebration live
on Twitter ‘Live Tweet-cast’
2
THE INSIGHT THAT
REALLY MATTERS
More than 1 million
Twitter users in India

5. Creating an Unique Hashtag#
Influenced
In order to track the
Followers,
KS 20 Celebration
KamaSutra added Celebrities, Twitter
tweets on Twitter,
#KS20 after every Influencers &
KamaSutra created
Tweet Advocates to use
an unique hashtag,
#KS20 in their
#KS20
Tweets

7. Results Received 21 ReTweets & 118 Mentions

8. Results #KS20 trends in Mumbai
Added #KS20
after every Tweets
Influenced
Followers,
Celebrities, Twitter
Influencers &
Advocates

9. Results @KamaLounge_in reaches more than 50,000
Twitter Users
Indulged
Existing Followers Celebrities, Twitter
Celebrities, Twitter
started ReTweeting influencers,
influencers,
the ‘KamaLounge advocates etc.
advocates etc. in
Tweets’ started Tweeting
conversations

10. Tweets sent to KS Followers, Celebrities, Twitter Influencers & Advocates
KS Followers Celebrities Twitter Influencers Twitter Advocates
@MissMalini @Chamatkari
50+ Malini Agarwal Baba
Followers 15,000+ Chamatkari Patrakar
Followers 24,000+ Followers 6,000+ Followers
Tweets sent by KS Followers, Celebrities, Twitter Influencers & Advocates to their
respective Followers
@KamaLounge_in Reached more than 50,000
Twitter Users

11. THANK YOU