HomeShop18’s ideology became its brand campaign ‘Shopping Makes Me Happy’. Targeted at value shoppers, the company wanted to deliver this message by breaking the clutter and presenting someone loveable yet, impactful. The aim was to deliver the brand message in a charming way. After various sessions of brainstorming and research, was decided that the mascots would be animated cats - Billy and Sunny, a father and son duo. The cats were positioned as the co-founders of HomeShop18 with an aim to spread happiness or shopping through its 360 degree marketing approach. HomeShop18 perfected the character-driven marketing code by launching their new mascots, Billy and Sunny, across all marketing platforms offline and online. The brand campaign was launched as a TVC, along with a microsite, Facebook and a Twitter page.

3. June 4, 2014 – 2 Days to go!

5. @PurrfectBilly @pAwesomeSunny

7. @PurrfectBilly’s
take on Twitter!

9. @pAwesomeSunny’s
take on Twitter

10. Overnight
stars On
Twitter!

11. Launch Day
June 6, 2014

12. Meet our Shopping Guides…

14. Campaign launched across
Digital, Print & TV

16. Launch of
ShoppingMakesMeHappy.com

17. + 3 Lakh Visits within 20 Days
+ 1.5 Lakh Views on Billy & Sunny Videos
+ 2.3 Lakhs Shares on Billy & Sunny Memes

20. Because it’s
all about a
‘HAPPY’ Family!

21. Ready to share your
#18HappyMoments?
Contest asked users to share what all made them the happiest

22. Trended for
3 Days with an
outreach of
+70 Million
June 6, 7 & 8, 2014

23. #18HappyMoments effect

24. #18HappyMoments effect

25. #18HappyMoments effect

26. #18HappyMoments effect

27. #18HappyMoments effect

28. Billy & Sunny spreading #18HappyMoments

29. Tweets: 54,078
Twitter Impressions: 42,719,116
Facebook Impressions: 32,374,602
Total Impressions: 75,093,718
#18HappyMoments effect

30. ‘TRENDS’ were set with #18HappyMoments

31. ‘TRENDS’ were set with #18HappyMoments

32. Brands followed the lead

33. And The Happy Moments
continued…

34. Increase
in 25K
Video
Views

35. Outreach of
+1 Mn

36. +5,000 Entries

37. Overall Impressions: 5,536,285

38. Billy & Sunny
spreading
happiness on

39. Digital
Innovation

40. Step 1 Like a Meme on ShoppingMakesMeHappy.com

41. Step 2 Subscribe on WhatsApp

42. Step 3 Get it on your phone & share it with all your friends!

43. Happy Memes doing
the rounds…

44. Spreading Happiness
on YouTube

45. 1,40,000+ Views on YouTube

46. How Happy did we make
everyone?

47. Twitter Impressions 50,639,845
Facebook Impressions 49,895,190
Video Views 140,000
Microsite Visits 324,965
WhatsApp Subscribers 200,000
Happy Moments continue to grow with the #18HappyDays
Challenge…
Overall Outreach:100M+