To amplify excitement during IPL 2019, we created the “Josh Squad Activity” for Orient Electric, tapping into the passion of cricket fans. Audiences were encouraged to share high-energy photos showcasing their “Josh” while watching matches. In real time, we responded to key match moments by posting Instagram Stories featuring these fan images, celebrating their reactions to fours, wickets, and milestones. This dynamic, participative approach turned viewers into active contributors, boosting engagement, fostering community spirit, and aligning the brand with the thrill and emotion of live cricket.

Platform : Instagram

My role focused on the ideation and creative conceptualisation, along with shaping the communication strategy across key touch-points. I also managed the content for this campaign, ensuring clarity and message consistency.

My Role