We issued a call for entries on Cornetto’s website, as well as on MTV and through rich media ads on Bollywood, music, and talent search sites. We involved teenagers at every other stage of the campaign, allowing them to express their talent. Over 193,000 teenagers uploaded more than 136,000 videos, songs, and acting audition tapes to the Cornetto site or via mobile phone apps. It then became India’s biggest user-generated content campaign as voters flocked to the site to nominate their favourites. We then seeded comments in social networks and blogs to start conversations and boost participation by word of mouth. We even auditioned talent on the ground in major cities to uncover hidden gems. The writers, musicians and actors with the most votes then auditioned for parts in 3 romantic movies, working with well-known director and producer Kunal Kohli Productions. They aired in top teenage media, YouTube and MTV.

- The teenage cast and singers from our campaign were snapped up by Bollywood. Some are now on the road to fame with new careers.

- The brand reconnected with teenagers, gaining more than 400,000 Facebook fans with 60,000 interactions every week.

- Our great talent search gained us major media attention, with over 795,000 online articles.

- Cornetto also got its big break, with sales up 39% in value and 29% in volume.