The document describes a campaign by Hero and Radio station Big FM called "Khwabon Ka Safar" or "Journey of Dreams". The campaign involved crowdsourcing real stories from women about their dreams and careers posted on a mobile app. Users could win a Hero Pleasure motorcycle by posting their stories. The stories were then featured on a radio show on Big FM narrated by Neelesh Misra. Social media platforms like Facebook and Twitter were heavily used to promote the radio show and drive engagement through contests and posts. The campaign was a success, receiving over 10,000 Twitter engagements and thousands of app entries, likes, calls and Facebook conversations.

2. KHWABON KA SAFAR
• An AFP by Hero on Radio
• About a Young girl Kanika and her dreams to make it big in
career
• On 92.7 Big FM, narrated by Neelesh Misra
• On her partner : Hero Pleasure, plays a pivotal role as she
materializes her dream

3. The Task
Engagement
(While Radio provides Reach, our objective was engagement)

4. Strategy
Have Pleasure TG narrate their own stories
on the largest Social Network

5. Stories of Real Kanika’s
CROWD- SOURCED
On

6. Khwabon Ka Safar
App:
Women post their stories
&
Win Hero Pleasure

7. Digital Amplification
• Heavy promotions on Facebook through
– Big FM National Page
– Pages of RJ’s (Regional and Delhi)
– Daily posts
– Contest push
– Capture reactions/feedbacks
• Tweet by Neelaish Misra for the show
• Tweets by Big FM’s handle
• Face Book Promoted Posts
• Facebook Sponsored story
• Twitter Engagement Campaign
And……from Big FM:

8. The Safar on
10,000 + Twitter engagement on #khwabonkasafar

9. Response
2000+
Entries
2140
SMS
2000+
Likes on Big FM-
KKS Page
950
Calls
500
FB Conversation