The Cornetto Luv Reels website (www.cornetto.in ; http://www.cornetto.in/dynamic/homepage.aspx ) was the hub of the activity. It rolled out over 3 months, in 3 phases.1.Call for Entries2.Voting3.Release of filmsYouth uploaded their pictures, songs, scripts on the website on the ‘love’ theme to participate. Facebook, Twitter and mobile spiked the buzz and hype around the campaign.Millions of young Indians commented, voted, tweeted online to choose the finalists from a whopping 136,000 entries.20 finalists were chosen to script & 6 winners sang and acted in 3 ‘love’ films, produced by Kunal Kohli, a top notch Bollywood Movie Director & Producer. The films premiered on MTV reaching out to millions of audiences, in addition to being available online for on-demand viewing.

One of the most successful initiatives ever executed in the digital space in India by a brand:196,000 registrations 136,000 uploaded entries 207,000 Facebook Fans added; Click to Fan conversion was 84% against and industry standard of 40%Average time spent of 5.34 minutes on the websiteAs per a Millward-Brown study conducted by client, every consumer exposed to the campaign bought one more Cornetto than usual, leading to an increase in brand sales.