January 18th, 2025, New Delhi: Viral Rabbits, an integrated new-age advertising agency, picks up a Silver. in the Best Cross Channel Marketing Campaign, as well as 3 shortlists for its Zung Warrior Brand Campaign for Jindal Stainless Limited, in the India Digital Awards categories Best Digital Brand Strategy, Best Video Campaign, and Best B2B Content Campaign. Started in 2009, the annual India Digital Awards celebrate excellence in advertising and communication through brand work that has delivered exemplary business outcomes using digital as a medium.
Viral Rabbits and their Zung Warrior Brand campaign for Jindal Stainless Limited, was launched on the occasion of the World Day against Child Labour. This campaign includes three heartwarming videos of fabricators who waged their own private battle against corrosive social issues like women inequality, social injustice, besides child labour. The emotional films recounted stories of fabricators trained at the Jindal Stainless Academy who found a path to economic independence and self-reliance through the skills gained by switching from regular fabrication work to more specialised skills with the wonder metal stainless steel.
The core of the campaign drew a parallel between the inherent qualities of stainless steel – its resistance to corrosion (ज़ंग)– and Jindal Stainless’ dedication to combating societal ज़ंग, or evils from society. The campaign drew a heartfelt response from the fabricator community and industry experts.
The campaign, which sparked multiple conversations in the digital domain, ran across all major social media platforms, while also extending across the outdoors medium, onground Jindal Stainless training workshops, training videos, fabricator engagement contests – gaining a momentum across various mediums. It saw widespread coverage across publications, the videos being shared and reshared across X, industry blogs, and industry expert social pages.
The response was overwhelming with 66M+ views across platforms, 33M+ reach, 262000+ total engagements, 1,73,96,992 views on the Youtube & Google Display Network. outdoor and hoarding displays across 8 cities. There was an increase of more than 50000 subscribers on the Jindal Stainless YouTube channel. 32,000 fabricators already benefited from joining the JSL family and 16,000 more planned in FY25.
Chraneeta Mann, Co-Founder of Viral Rabbits says: “We are absolutely thrilled to see the campaign getting the recognition it deserves. It is a campaign that has not just delivered on the ground, but has also played a role in shaping lives and inspiring the B2B community to make a difference against societal corrosion..”
Nitin Suri, Co-Founder of Viral Rabbits says: “We are happy to have created this campaign for our brand Jindal Stainless Limited. We were keen to bring out how Jindal Stainless has dedicated its five decade journey to fighting corrosion in the economy and how the brand continues to evolve to take this fight to the societal level. We wanted a campaign that was grounded, and spoke the language of the fabricator community. “