Tata Pravesh, the first branded door of India, led us to the opportunity of creating the first LIVE content marketing campaign. We embarked on a one-of-a-kind journey - #DoorsOfIndia - to capture the diverse doors framing the landscape of Indian architecture and tell the timeless tales behind them.

The best travel bloggers, from six culturally unique regions of India, were sent on a road trip pillars along with a travelling studio to ensure that the editing and packaging of the content was done within 24 hours of shooting. Covering 30,000 kilometres across 15 states and 46 cities, the journey showcased 40 stories behind 40 unique doors.

The journey began by separating the nation into 6 zones. We got the best travel bloggers from these regions and sent them on a road trip to discover the best doors of India. This content marketing campaign was the first one to be done LIVE.

Each region was covered sequentially so followers could track the journey real time on the website as the vehicles were fitted with a GPS tracking device. A travelling studio also tagged along with the bloggers. The editing and packaging of the content was done within 24 hours of shooting. Also, our audience could divert the bloggers’ attention to an interesting door to be documented and showcased.

These videos were compiled on a website dedicated for the campaign. The content was amplified across social media channels of Tata Pravesh and the blogger community amplified the stories organically. Facebook Live and Instagram Stories played a significant role.

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: 0.5 million+

Video views received on Social Media & Publisher platforms: Approx. 6 million+

Facebook

• 19% Overall engagement rate

• 5,898,503 Engagement

Twitter

• 6.5% Overall engagement rate

• 51,995 Engagement