Diwali is one of India’s most celebrated festivals. Symbolically representing the triumph of good over evil, it’s a time for sharing festivities with your near and dear ones. Although the festival is celebrated nationwide, there are several different approaches preferred by different types of people. This is what made Berger’s Diwalipanti campaign so unique, as it catered to a number of audiences with different preferences. The premise behind Berger’s campaign was to provide an innovative platform that provides entertainment and values to different types of people, via an interesting two-split microsite.

1. Post Campaign Evaluation
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive

2. Post Campaign Evaluation
Start Date: 15 October 2014 – End Date: 27 October 2014
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive

3. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Introduction

4. Diwalipanti Concept
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Introduction
There are different ways to celebrate Diwali. The concept of Diwalipanti is to provide
an innovative platform, where we provide entertainment and values to different
types of people.
For those who like a bit of spice and fun in their celebrations, we present to them the
‘Fun-Plugged’ section, which is full of the mischief that Diwali is known and loved for.
Then there are those who prefer it to be a quiet and traditional affair, for those too,
we offer a variety of activities through the ‘Un-Plugged’ section.
Thus, this way, the brand caters to various tastes and unites everyone through One
Big Idea of ‘Diwalipanti’.

5. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Performance

6. Diwalipanti Highlights
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
A staggering number of close to 60K Page Views were achieved
cumulatively by all the Diwalipanti applications and games

7. Total Page Views = 60,000
Fun-Plugged vs. Un-Plugged
3% Un-Plugged
3%
4%
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
25398
34602
Un-Plugged Fun-Plugged
47%
44%
Diya Lighting Contest
Play With Rangoli
Diwali With Family
Diwali Laxmi Puja
Tips to enjoy Safe Diwali
Fun-Plugged 1%
76%
3%
4%
16%
Diwali Cracker Challenge
Maze Dhamaka
My Diwali Yaar
Know Your Crackers
Fun Diwali Tips
Page Views – Break Up

8. Total Participation = 5,426
Fun-Plugged vs. Un-Plugged
Un-Plugged
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
4115
1311
Un-Plugged Fun-Plugged
91%
9%
Diya Lighting Contest
Play With Rangoli
Fun-Plugged
67%
33%
Diwali Cracker Challenge
Maze Dhamaka
Participation – Break Up

9. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
Fun Plugged – Contests
Diwali Cracker Challenge
Number of Page Views 26218
Number of Participants 884
Number of Shares 5826
Number of Invites Sent 7299

10. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
Fun Plugged – Contests
Diwali Maze Dhamaka
Number of Page Views 5588
Number of Participants 427
Number of Shares 229
Number of Invites Sent 4229

11. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
Un Plugged – Contests
Diya Lighting Contest
Number of Page Views 11937
Number of Participants 3742
Number of Shares 171
Number of Invites Sent 52233

12. Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Diwalipanti – Microsite Performance
Un Plugged – Contests
Play With Rangoli
Number of Page Views 11083
Number of Participants 373
Number of Shares 88
Number of Votes Made 6491

13. Diwalipanti – Facebook Performance
Diwalipanti Highlights
Berger Paints Facebook page added nearly 2K Fans during the entire campaign
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
period that lasted for 10 days
Number of Facebook posts created: 42
Total number of Impressions achieved through this campaign on Facebook was close
to 75K

14. Diwalipanti – Facebook Performance
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Likes: 92
Comments: 3
Shares: 3
Likes: 117
Comments: 4
Shares: 9
Likes: 86
Comments: 6
Shares: 4
Diwalipanti Highlights
Timeline Activity
Posts Likes Comments Shares
42 2266 77 160
Most Engaging Posts

15. Diwalipanti – Twitter Performance
Diwalipanti Highlights
Twitter Follower Growth is up by 3%, with an increase in excess of 100 Followers
during the entire campaign period that lasted for 10 days
Close to 1.6 Million Twitter Impressions Achieved
Total number of People Reached through this campaign on Twitter was
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
approximately 450K
Tweets talking about the campaign totalled in excess of 2K
Almost 250 Twitter users became the part of this campaign during the entire
campaign period
The entire campaign achieved an overwhelming Virality Rate of 3.74x

16. Post Campaign Evaluation
Idea presented hereby are solely owned by HGS Interactive & cannot be adapted / changed / replicated in any
form without prior notification to HGS Interactive
Thank You