To mark the festive season with excitement, Colorbar, a beauty brand in India, unveiled its #ColorbarXSony campaign in partnership with Sony Music Entertainment on October 10, 2021. This Instagram campaign saw a whopping 1000 beauty influencers from across India showcase Sinful Matte from Colorbar Lipstick Collection while dancing to the tunes of Badshah’s latest hit “Bad Boy x Bad Girl.”
This one-of-a-kind social media campaign was curated by their integrated communications agency Tute Consult for wider reach to existing and potential consumers across India to establish the right brand recall, perception and global immersion with the most relevant content. . With the ongoing engagement of consumers on social media, the activity of the 1000 influencers was deemed appropriate for Colorbar to capture attention in the best possible way.
Commenting on the brand’s idea of launching such a large-scale campaign, Samir Modi, Founder and Managing Director of Colorbar Cosmetics, said, “Our brand’s goal is to ensure that every consumer wears Colorbar, regardless of its geographical location and gender, because Colorbar is for everyone. who love makeup. To see this idea come to fruition, we needed something on a larger scale, an activity that will infuse the brand’s philosophy to the end consumer through the most suitable tool. And we did. Not only did influencers come forward to support our campaign and brand vision, but the responses we received increased brand love as well.
Colorbar’s “Be who you want to be” philosophy has been accentuated by this campaign which stems from the power of collective seeding and what better than to have inclusive representation and involvement of content creators of all PINs from around the world. in a unified but distinct way. “The entire campaign marks the start of the holiday season and showcases Colorbar’s ethos. We have already garnered 12 million views on the campaign,” says Samir Modi, Founder and CEO of Colorbar Cosmetics.
Sanujeet Bhujabel, Executive Director of Sony Music Entertainment adds to this and says, “As a music label, we are always on the lookout for exciting and fun collaborations that have the potential to tell a good story and evoke the right things. feelings. When Colorbar approached us with the idea of a 1000 influencer activity and how a song and dance number was key for the right impact, we knew then that this campaign was going to hit the charts. We could imagine the whole stream of activity in unison, with one song becoming an anthem and one hook sure to go viral. And to top it off, we had Badshah, the singer and songwriter whose Indian melodies sing today.
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