To mark the anniversary of last year's devastating Nepal earthquake, Asian Paints Nepal honoured the memory of the victims through a social-media campaign titled Hamro Nepal (Our Nepal) in a campaign by Creo Communications (creative), Outreach Nepal (media) and DigitalIn (digital).
The campaign asked people to wear black and an armband on the date itself, but also delivered a message of positivity to overcome the pain and suffering and to look forward toward a prosperous Nepal.
Four celebrities endorsed the social message in videos posted on the brand's Facebook page:
- Kiran Manandhar, eminent artist
- Karishma Manandhar, well-known actress
- Dinesh DC, film director
- Indira Ranamagar, award-winning social activist
According to Ujaya Shakya, MD of Outreach Nepal, the social-media campaign attained reach of 3.2 million, about 2,000 comments, almost 900 shares and about 1.27 million video views in 10 days. The digital campaign was supported with press advertisements and TVCs with positive messages from the four celebrities.
As part of the initiative, Asian Paints Nepal pledged to build 30 temporary shelters for affected households in a village near Kathmandu, which had been totally destroyed. The brand will also provide toilets for each shelter, cobbled road works, waste management facility, solar lights for each house and for the village roads, along with training on health and hygiene systems.
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