The winter-related hardships in North India incepted the idea of #EkCashKaroEkChai campaign wherein for every transaction made via CashKaro.com b/w 14th-18th Jan’15, the brand decided to give a garam cup of #chai to the needy in and around Delhi-NCR.

1. #EkCashKaroEkChai
SPREADING WARMTH THIS WINTER!
Online Offline integrated campaign
14th-18th Jan’15
The winter-related
hardships in North
India incepted the
idea of
#EkCashKaroEkChai
campaign wherein
CashKaro served
garam chai across
Delhi NCR to the
needy & puts a smile
on their face

2. OBJECTIVE
 CashKaro.com as a brand cares for society.
Besides giving Cashback to online shoppers,
CashKaro also sees itself as a brand that
believes in the welfare of society
 To engage online shoppers and create brand
advocates
 To drive and inculcate a sense of
responsibility among users

3. Modus
Operandi
 For every transaction made via
CashKaro.com b/w 14th-18th Jan’15, the
brand decided to give a garam cup of #chai
to the needy in and around Delhi-NCR
 The initiative by the brand does not call for
any donation nor has any applied terms &
conditions
 The hashtag #EkCashKaroEkChai was
promoted on the brand’s digital platforms and
people were encouraged to shop more and
share their special gesture, thereby
celebrating and promoting the campaign in
the digital space

4. Campaign
Assets –
for promotion
 Dedicated landing page for users -
http://cashkaro.com/page/ekcashkaroekchai
 Home page banner
 Facebook and Twitter posts
 Dedicated blog -
http://blog.cashkaro.com/ekcashkaroekchai/
Home page banner

5. Execution
 25 CashKaro Student Ambassadors from top
colleges of DU like St. Stephen’s, Hindu,
Ramjas, Kirori Mal, JMC were selected to
distribute chai across Delhi/NCR
 These CashKaro student volunteers served
chai across key areas like Delhi University
(North & South Campus), Connaught Place,
I.T.O., Gurgaon IFFCO Chowk and more on
all five days
 Each of the 25 volunteers, divided into
groups of 5; organized themselves,
appointed Team leads and distributed #chai
to the needy

6. Success
CashKaro received
over 12,000
transactions in five
days

7. 12,000 Smiles
captured in
photographs

8. Media impact
Received more than
30 articles including
IANS flash , afaqs,
Bestmediainfo etc

9. Twitter
Contest
 In tandem with our off-ground
#EkCashKaroEkChai effort, CashKaro also
decided to create buzz on its social media
platforms
 A contest was conducted on Twitter to populate
the campaign, encourage support and generate
traction
 A simple contest did the trick and in no-time
twitteratis picked up and responded to our
campaignConcept – Users to
tweet a photo of their
garam cup of chai
using the hashtag
#EkChashkaroEkChai
and engage

10. Social Media
Buzz
Tweeples
participationusing
#EkCashKaroEkChai
on@Cashkarocom

11. Tweeples clicked Garam Chai cups and posted it on
@Cashkarocom

12. Conclusion
 Received 12,000+ transactions on CashKaro
over five days
 The campaign generated (14th – 18th Jan 2015)
 430 tweets
 Reach was1Lac +
 Impressions was 8.3Lac +
 Received more than 30 articles and was
covered by publications including IANS, Afaqs,
Bestmediainfo etc.
Moreover, we were able ‘Spread Joy’ among
12,000 people