Many of our key audiences—Viewers, Creators, Key Opinion Formers (KOFs), and Advertisers—often maintain a transactional relationship with YouTube. This limits their awareness of its profound impact on millions of lives in India. Consequently, doubts persist about YouTube's ability to influence and transform lives. r

Our campaign aims to spotlight YouTube's pivotal role in India's journey over the last 15 years, showcasing its significant contributions to the nation's growth and progress. We wanted to celebrate 15 years of YouTube by lauding Indians for their creative spark and inspiring them to never stop creating for India. But coming up with one unifying communication language that connects with the largest and most diverse set of content creators and consumers in the world, was a big challenge.

We created "The Great Indian Khichdi," a unique design narrative that is a mishmash of diverse Indian art forms with YouTube creators from all walks of life.

Drawing inspiration from various facets of Indian culture, we crafted our own khichdi. We incorporated elements from Raja Ravi Verma’s poster art, the vibrant hues of Kathakali dancers, intricate Mughal miniature paintings, traditional Kavad art, iconic Bollywood litho posters, Kotah style Tigers from 1830 CE, the cosmic blue of Lord Vishnu, Indian truck art and more. This was then mishmashed with top YouTube creators, resulting in a flavorful fusion.

We served it through a multimedia campaign, with the one clear message: "Never Stop Creating for India."

Our target audience encompassed Viewers, Creators, Key Opinion Formers (KOFs), and Advertisers—virtually every Indian with a phone and an Internet connection. These individuals have witnessed national milestones like Chandrayaan and Neeraj Chopra’s triumphs on our platform. They've chuckled at "who is Binod" or the paragliding guy and grooved to tunes from T-Series, India’s top YouTube channel.

Despite their engagement, many overlook YouTube’s pivotal role and the inspiration it offers. To remedy this, we decided to hold up a mirror to India, leveraging our creator networks and their dedicated fan bases to spotlight YouTube's contribution to creativity over the last 15 years.

By harnessing monumental moments on YouTube, the influence of our creators, and the vast reach of platforms like YouTube FanFest India and our social channels, we've amplified our message: "Never Stop Creating for India." This cohesive strategy was powered by a singular design narrative, called "The Great Indian Khichdi."

During a three-month period from October-December 2023, "Never Stop Creating for India" unfolded across various channels via a User-Creator-KOF flywheel program. The anthem film delved into nostalgia, iconic moments, trends, and creator fandom, weaving a compelling narrative of impact and inspiration.

A Key Visual and design playbook captured the diversity of creators and moments, cascading into multiple audience engagements. Namely the 2023 Impact Report for Key Opinion Formers (ministry) to the #15yearsblog for viewers and YouTube Fanfest India for Creators.

We amplified our message by activating 200 creators boasting a combined subscriber count of 350M with custom content toolkits to fuel content creation.

The Great Indian Khichdi illustrations were gamified into an AR filter via the SuperFan challenge, launched on Instagram and amplified across social media platforms with top creators. These efforts showcased the cyclical impact of creation, inspiring further innovation and driving impact across India’s culture, economy, and society.

See under confidential section for full results.

The impact was outstanding. In three months, the campaign generated XX impressions, XX engagements, XX livestreams, XX responses on #creatingforindia and key opinion formers’ conversation increased XX from Q1 to Q3.

We are encouraged to see how the Never Stop Creating for India campaign contributed to advocacy and sentiment in India- from helping drive YouTube-related KOF conversations about the creator economy (which grew by XX from Q1 to Q3) to driving social engagements and positive coverage in the press ( XX Stories)