FCB India and its digital agency Kinnect came together to create an influencer, #Chatpatkagyann, to help child care NGO, SOS Children Village, in creating awareness and helping it raise funds. This social movement has been fairly successful with multiple brands coming on board.
The influencer campaign has not only helped the NGO in raising funds and increased awareness, but it has also helped brands in getting the right kind of recognition and appreciation from the public for their active participation in a social cause.
BuzzInContent.com spoke to Swati Bhattacharya, Creative Chairperson, FCB India and Kartikeya Tiwari, National Creative Director, Kinnect, the brains behind #chatpatkagyaan.
Chatpat is a 10-year-old boy from Mumbai giving life lessons, based on the lessons that he learns on the street. With these street lessons, #chatpatkagyaan has created momentum among Instagrammers and many brands, celebrities and influencers have come forward to collaborate and help SOS Children Village in raising funds.
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Swati Bhattacharya
When asked about this unique idea of creating an influencer from scratch and talking about SOS Children Village, Bhattacharya said, “We worked on a no-budget model for SOS Children Village because we believed in the cause. So, the challenge was how to create noise around the same without having to put the money? Social media is the easiest way to do that! And since the cause is for children, we came up with this idea.”
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Kartikeya Tiwari
Sharing the thought behind the campaign, Kinnect’s Tiwari said, “We Indians have this thing - ‘give before you ask’, so that's how this idea of brand collaborations came from, wherein Chatpat will create ads and promote the brands and the fees paid by brands will go to the Village as a donation.”
Ads created by Chatpat for brands:
Liril:
Tide:
Neeman’s Shoes:
Cred:
Good Knight:
Chatpat has around 21 thousand followers on Instagram and has worked with some of the top brands like Cadbury, Cred, Liril, Tide, Good Knight. Neeman’s Shoes, Damensch.
Many influencers like Kusha Kapila, Yashraj Mukhate, Ashish Chanchlani, Salonay, Bhuvan Bam, Tanmay Bhatt, Aishwarya Mohanraj also gave a shout out to Chatpat and SOS Children Village while creating an ad for Cred. Rapper Raftar contacted Chatpat and they have created a rap song that is yet to be released. Union Cabinet Minister for Women & Child Development Smriti Irani also noticed Chatpat, and is looking forward to working with him for child welfare.
FCB India and Kinnect’s work on SOS Children Village with the idea of Chatpat as an influencer, and a brand ambassador, has helped the organisation attract donors from across the country for the recently launched #NoChildAlone Campaign.
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