The campaign saw participation from a number of celebrities, including Sunny Leone, Shehnaz Gill, Hina Khan and others
India, 25th May 2022: India’s number one short video app, Moj partnered with Dettol, India’s leading germ protection brand, for its #ShowerCooler campaign to promote their latest summer product, Dettol Intense Cool soap, to beat the heat. Launched on 6th May 2022, the campaign has garnered a positive response from Moj users and content creators with over 900K UGC videos, over 400M cumulative likes and a record 10B views.
Moj curated a customised 3D filter with a catchy brand anthem for the Dettol #ShowerCooler campaign led by celebrities like Sunny Leone, Shehnaz Gill, Rahul Vaidya, Hina Khan, Nikki Tamboli and others. The topical campaign focusing on the intense heatwave delivers Dettol Intense Cool soap’s unique proposition of ‘feel up to 5°C cooler’ among Moj’s 160 million monthly active users.
Commenting on the success of the #ShowerCooler challenge, Ajit Varghese, Chief Commercial Officer, ShareChat and Moj said, “In India, Moj is quickly gaining traction as a preferred medium for brands and marketers to interact with Gen Z users. The Dettol campaign’s success underlines the potential power of digital Indian audiences and our ability to engage them. The video gained over 10B views in just 10 days breaking all previous records on our platform in such a short span of time, the first of many to come on Moj. Our goal has always been to empower our creators and user community while also providing brands with a robust ecosystem to express their thoughts and interact with their target audience.”
Commenting on the success of the collaboration, Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt said, “Short video format is an increasingly important and engaging medium to connect with our consumers. We had a powerful idea with Dettol Intense Cool’s #ShowerCooler campaign and our collaboration with Moj allowed us to bring this idea to life in an innovative manner.”
Gandhi further added, “This is our first collaboration with Moj and we are thrilled with the way the #ShowerCooler campaign has been received by the Moj users. We were looking for an interesting way to showcase Dettol Intense Cool’s message of ‘feel up to 5°C cooler’; these short videos have helped us take the message to a larger audience in a fun and engaging way.”
Brands often look for innovative solutions to stand out in the highly competitive market and short videos, in general, have proven to be an effective marketing channel to deliver an impactful message in a short duration of time. Moj has started expanding its advertising and monetization avenues over the last few months. With a highly engaged Gen Z audience, Moj has attracted major brands across FMCG, edutech, gaming such as Fanta, SUGAR Cosmetics, Classplus iPhone, PlayerzPot, Realme, and Manyavar, that have implemented the hashtag challenge as part of their overall campaign and benefited from the platform’s wide reach.
