Dheepam Lamp Oil

Dheepam Lamp Oil is a category pioneer from Kaleesuwari Refinery. The Dheepam range of oils is a testament to Kaleesuwari’s commitment to purity, quality, heritage.

Karthigai Dheepam festival is the prime sales season for lamp oils. By establishing Dheepam as the leader in the space during the festive season. It would not only boost the brand visibility and promote offtake as well. The ask was strategic creative campaign that go beyond and also help make a stronger emotional connection with our audience.

At Madarth, we devised a campaign that would not only celebrate the festival but also associate well with audiences across the board. To amplify our reach, we utilized two different influencers-

1. Nakshatra Nagesh for Tier-1 audiences
2. Rajalakshmi Senthil for Tier-2 and Tier-3 audiences

This two-pronged approach helped sweep into a larger base, ensuring effective reach of the campaign.

We kicked off the campaign with a contest with Nakshatra. The rich content we produced with Nakshatra was well-complemented. This along with a series of static posts helped build anticipation. From countdowns, to posts highlighting contest prizes, and reminder posts, we began to engage with our audiences even before the launch.

While Nakshatra’s content focused on the contest, Rajalakshmi Senthil’s content emphasised on the traditional aspects of Karthigai celebrations.

We had Rajalakshmi share insights about Karthigai traditions. This also included a folk song she had specially composed on Karthigai Dheepam.

The campaign gave an excellent visibility by the sheer richness of content. Over and above this, we had around 250 participants for the contest. We had a 50% increase in our follower base during the campaign. And this count was retained even after the contest ended.

The campaign saw around 27M Impressions in TN and 1M impressions in Karnataka. The Engagement was 1.5M and 500K in TN and Karnataka respectively.

Dheepam’s visibility significantly increased during the festival season, achieving our primary goal.

This campaign proved festival-themed approaches can create a lasting impact on social media. By leveraging influencers and celebrating tradition, Dheepam not only gained followers but also strengthened its emotional connection with its audience.