#DoorsOfIndia, the first content marketing campaign to be done LIVE, covered 30,000 kms across 15 states and 46 cities; and unravelled 40 stories behind 40 unique doors.
Tata Pravesh, a division of Tata Steel launched a line of branded doors, first-of-its-kind steel doors with wooden finish. Being the first entrant in the branded doors category in India, the objective was to dictate the conversation and own the category by making Pravesh Doors synonymous to doors in India.
Universally, the door is the gateway to your home and each of these homes have a unique story behind them. This simple insight is where our communication idea took flight. Behind every door there is a story and we were going to bring these stories to the people.
A journey that covered 30,000 kms across 15 states and 46 cities; and unravelled 40 stories behind 40 unique doors.
The campaign began by dividing India into 6 zones and identifying the best travel bloggers from each region. The bloggers were sent on a road trip to discover the most magnificent doors. A travelling studio tagged along to ensure the packaging of the content within 24 hours of shooting. The video content was compiled on the campaign website, where followers could also track the journey real time.
This content marketing campaign was the first one to be done LIVE
The #DoorsOfIndia journey came to a very rewarding end.
5X increase in both booking and sales
6X growth in revenue during FY 17-18
30% increase in brand awareness pan-India
Total reach across all platforms
Approx. 36.3 million+
Traffic driven to Doors of India website
Video views received on Social Media & Publisher platforms
Approx. 6 million+
19% Overall engagement rate
6.5% Overall engagement rate