Branded Entertainment is in a very nascent space out here in the Indian market. The potential of course is pretty close to phenomenal with one of the largest mobile phone markets in the world. And the advent of the cheap smart phone has connected everyone in a way like never before. We can talk to potential conumers on a one on one basis and the interaction works both ways to generate a lot of authentic content and conversations online from this campaign.

This campaign is driven by emotional connections through emotional music and heart wrenching lyrics about a home sick indian, far far away from home, launched on social media to connect specifically with social audiences. And emotional branded content is a rarity in this market which worked wonders for Kitkat's brand equity and drew thousands of new fans to the Kitkat facebook page through the shareworthy branded content music video.

Strategically timed soon after India’s successful space mission to Mars, making the content emotionally relevant and off the moment, Kitkat launched its own space mission on the eve of Diwali featuring a lonely Indian astronaut in space orbit, far away from home. Millions saw her take a KitKat break in real time, during Diwali.

The emotional music and heart wrenching lyrics about a homesick indian, far away from home, launched on social media connected specifically with indian audiences worldwide.

A 24hour contest #MYDIWALIBREAK was held on Twitter inviting tweeps to share with friends, family and followers during Diwali2014.

#REAL TIME REACTIONS DURING DIWALI NIGHT : MILLIONS OF INDIANS CONNECTED WITH THE LONELY INDIAN ASTRONAUT IN REAL TIME, LIVE DURING DIWALI 2014. 1 MILLION+ VIEWS ACROSS YOUTUBE & SOCIAL MEDIA

TRENDING FOR 24 HOURS WITH 42,000 SHARES, AND TENS OF THOUSANDS OF TWEETS, MENTIONS AND TAGS AS INDIANS CONNECTED WITH FRIENDS AND FAMILY AROUND THE WORLD.

#SOCIAL ENGAGEMENT: The Music Video garnered 1.4 million+ earned reach (14%) and more than a million views, making DIWALI THE MOST ENGAGING DATE FOR THE KITKAT Facebook page since its launch.

#MYDIWALIBREAK : BECAME THE WORLD’S MOST SHARED DIWALI GREETING CARD EVER.