Ab Daudega Hindustan

Key Deliverables:

1. Contest information led website
2. Responsive
3. Design had to capture the essence
4. To incorporate application procedure for online entries.
5. Interactive yet engaging
6. SEO

Background:

Dabur Glucose D is a house hold name in energy drink brands. They came up with the idea of national level talent hunt for aspiring athletes. The contest was named Ab Daudega Hindustan, as it aspired to inspire children between the age groups of 11-16, to come forward & showcase their talent in track and field. ADH was the first CSR led initiative launched by Dabur Glucose-D to provide aspiring athletes across India with a training platform that would not only help them showcase their abilities but also hone their skills and make them ready to compete with athletes at international championships & tournaments. The inspiration for the Ab Daudega Hindustan came from a 14 old, Mumbai based, cobbler’s daughter named Sayali Mhaishunde who participated at a racing event and came first despite running barefoot. Her story was picked up by Dabur Glucose as they felt there were many more Sayali’s across the length & breathe of the country, who for the lack of resources & right training give up on their dreams & aspirations to become an athlete.

Challenge:

1. User friendly interface
2. Responsive/mobile friendly
3. Design had to capture the essence
4. To create audience awareness
5. Audience engagement
6. Build interest for people to come forward and participate or nominate

Solution:

1. Since, the initiative was targeted at children from the age group of 11-16 and mostly from underprivileged background, penetrating through this set of audience through website and other social medium channels did pose a challenge We came up with a user-friendly website that was educative and informative enough to cut across people of any age and background.
2. An easy to navigate, functional and informative website was created that was user-friendly at the same time. Platforms to participate, nominate & donate were plugged in to gain maximum engagement among the TG.
3. As Ajay Devgn was the brand ambassador and we used his mass appeal as a pull for calling out entries.
4. Alongside Sayali was also used in the best possible manner throughout the website to put across the message that the brand wanted to convey.
5. A blog section & video gallery were added to increase engagement

Result:

A comprehensive website that invited more than 5500 entries and more than 73845 visits. The average time spent on the website was 1.18 minutes. The ADH website ranked among the top ten positions on more than 30 keywords search .