ANTS Digital Pvt. Ltd.

Youva Stellar - A longbook with a contemporary vibe to break the clutter

Our services

• Social Media Marketing

Client: Youva - Navneet Publications

Time Spent: Jan - 2022 Present

Campaign Objective

As one of the top 5 stationery brands in India, Navneet’s aim was to establish its relevance with its key customers through Youva’s brand communications.

Through their products, Youva enables children - the thinkers and doers of the world, to start on a fresh page, to create a brave new world by showcasing their innate creativity. Youva is for those who are always restless, never settling.

To attract Gen Z, who are more likely than any other age group to say they would opt for products over experiences Youva had to develop a vibrant and inspiring design that would reflect the users’ dynamism and contemporary vibe to break the clutter.

This is the story of the launch of their key product for the year Stellar.

Idea
With many brands and SKUs available in the market for a longbook, we had to develop a unique product and campaign launch that would capture the attention of our target group.

For a generation constantly looking for the next upgrade, we approached the product with that in mind.

• Step 1- Come up with an inspiring name
• Step 2- Design the logo and look of the product
• Step 3- Launch the campaign
• Step 4- Sustenance campaign

Our product tagline and positioning - Youva Stellar - The Cool Upgrade

We wanted to establish Youva Stellar as the premium cool upgrade from the insipid school long books.

Plan of Action
Youva encourages kids to learn and evolve through each of its products constantly. We rolled out the product launch in phases-

Phase - 1

Product packaging

• The product's name had to reflect the personality of the user. Hence we suggested and finalised the name- Youva Stellar.
• After which, we created a logo and selected the colours of the longbook, neon and lively, to attract our key demographic- middle school to college students.

Phase - 2
Product launch in the market

-To ensure the key features and look of the longbook were highlighted a 2D video would not work. So we created a 3D animation showcasing the features of the longbook.

-The 3D film allowed us to visually portray the thick paper and the cover's matte finish.

-This film was followed by multiple static creatives displaying why Steller is a cool upgrade.

Phase - 3
Sustenance

• To sustain the hype around Stellar we released another version of the 3D video followed by a series of engaging posts.
• Contest - To boost interaction, we created contest posts where we asked the fans to describe their Stellar experience creatively. The most exciting answer would be declared a winner and receive a Stellar hamper.

Usage of Creativity
From cracking the logo to designing the look of the book to the 3D animation. Each step was seen in an integrated manner to ensure seamlessness in thought.

The overall aesthetic of the video was chic yet trendy. The black background was picked in the animation video to make the product stand out. The video showcased the features of the long book like the bold colour choices, bleed-proof paper, strong binding etc.

The static creatives were young and quirky, following the iconic Youva branding. The post contained catch and quirky phrases encouraging students to upgrade their simple long books with a cooler version.

Expected result
Youva Stellar Film
Impressions- 1,72,39,583 (17.2 M)
ThruPlay - 7,91,667 (0.7 M)

Stellar Statics
Impressions -12,82,052 (1.2 M)
Post Engagement - 1,66,667 (0.1 M)

Stellar Contest
Impressions - 10,25,641 (1 M)
Post Engagement - 133,333 (0.1 M)

End Results

• 1.2M Copies: Sold of Stellar in 4 months
• 17M Youtube: Youva Stellar Film
• 2.5M Instagram: Stellar contest
• 3.2M Instagram & Facebook: Stellar static

Youva Originals- Bringing out the creator in millions

Our services

• Social Media Marketing

Client: Youva - Navneet Publications

Time Spent: June 2021 - Present

Campaign Objective

India has more than 50% of its population below the age of 25, and for a brand like Youva, where the key target audience is primarily students starting from junior school till college, the pandemic caused a significant upheaval.

As schools were compelled to go online. Our objective was to keep up the morale of our key target group.

This is the story of how a leading stationery brand – Youva, from the house of Navneet Publications, brought this face-to-face physical interaction to millions at once and mobilised their key target group to explore their artistic side.

This is the thought that gave rise to the property- Youva Originals.

Idea
Youva believes in encouraging children to discover the #creatorinyou.

So we created an online tutorial format for the DIY (Do it yourself) art series where we experimented with different techniques and styles using the wide range of Youva products, from paper to scissors to sketch pencils. These videos would consist of simple art projects to inspire the younger generation.

Plan of Action
The strategy was to showcase techniques highlighting the month's star product. All Youva Originals videos were planned and shot in our in-house studio to bring cohesiveness to the theme.

Phase - 1
Website
We started by creating an attractive logo unit which was animated and used in each film.

Phase - 2
The artists were selected after deliberation based on their strengths-

• Cartoon Sketching
• Double exposure painting
• Stencil painting
• Brush painting
• Origami Puppet making

and much more!

Phase - 3

The screen-by-screen guidance and thumbnails are curated for each video individually to capture the attraction of the viewers and make it easier for children to understand.

This property was established one year ago and had a dedicated set of viewers who tune in every Friday for a tutorial. Youva’s competitors like DOMS have also started an anthology similar to this post, the success on our page.

Usage of Creativity

Creativity is part of our fibre for a brand that stands to bring out the #CreatorInYou.

Each video highlights a new genre of art and craft, and by using animated characters as part of the video, we added that extra charm. Through upbeat music and characters, we brought out the message in a creative manner.

The campaign helped to energise the environment, thus increasing engagement amongst kids and parents that brought positive energy to beat the pandemic blues.

Expected result
Cost per Thruplay - Rs 0.50 Impressions- 3,19,13,529 (31M)
Thruplays- 11,64,462 (1.1M)

End Results

• 4M Total views
• 35M Total Impression
• 8.4M Total reach
• 168.3K Total engagement

Youva- Engaging with the youth, parents and teachers during the pandemic

Our services

• Digital Marketing

Client: Youva- Navneet Publications

Time Spent: Mar- Sep 2021

Campaign Objective

As one of the top 5 stationery brands, Navneet’s aim was to establish its relevance and empathy with its key customers through Youva’s brand communications.

We targeted the three affected segments by rolling out campaigns in phases, in an effort to help them overcome the effects of Coronavirus. We chose to adopt a positive approach amidst the challenges while maintaining the brand proposition of - 'The creator in you’.

As kids, teachers and parents were grappling with the idea of online learning and facing several challenges, we wanted to remind them of an alternative world they can escape to through their creativity.

Idea

• Youva’s brand proposition – ‘The Creator in You’ was leveraged in a phased manner, using three clear chronological opportunities. We approached and involved each target audience separately and came up with a unique idea and concept to uplift the spirits of children, parents and teachers in successive phases of the campaign.
• Children/Students - The pandemic had put immense pressure on children as they shifted to an online model of learning with little interpersonal interaction. When one of the key festive occasions - Holi, the festival of colours – arrived, it presented the right opportunity to give children a chance to play with colours. With the pandemic-induced lockdown forcing kids to stay indoors, we thought of a fun way to encourage playing a safe Holi, promoting our colouring products in the process, through an innovative AR filter and creatives on social media.
• Parents – As the 2nd wave wound down and adults began leaving the house for work, we wanted to remind them to be safe while keeping in sync with our brand proposition of - ‘The creator in you’. We used the key influencers for parents - children to deliver this message through a fun and heartfelt film. This message was amplified through influencers, as well as Youva’s distributors and retailers – the people who drive our sales.
• Teachers - Our 3rd important stakeholder, who influence kids every day, were also facing a tremendous challenge of shifting to the online model of teaching. With so many brands already covering the ‘challenge’ aspect, we wanted to do something different.

​

Plan of Action
The phased campaign had a detailed targeting approach. The creatives and videos released as a part of our campaigns on the brand’s owned channels were re-posted across social media platforms to target new audiences that helped to emphasize the agenda and convey the messaging of Youva being more than just a brand that sells stationery.

Phase - 1

Holi Campaign - A virtual Holi party for the Youva fans! Which Holi Star are you!
A festival like Holi which has the youngsters out on the streets celebrating with colours and loved ones was put at a halt because of Covid. Their lives were affected to a large extent throughout.

We created an AR Holi filter by the name of Youva Holistars. A virtual Holi party for the Youva fans!

This filter had interesting Holi character stickers, like-

• Red Rollercoaster
• Green Goer
• Yellow Yapper
• Blue Brainy
• Orange Obsession

Phase - 2
Get Well Soon India!
The other affected segment were the parents. Be it the stress they had due to work from home, the commitments they had, taking care of the family to stay safe from the spread of the virus etc. we created a beautiful film called Get Well Soon India for Youva.
The children came together to spread the awareness of the Dos and Don’ts during the pandemic and how we as a nation can follow certain norms to fight the Covid times, emotionally and practically. This film was a beautiful amalgamation of creativity with strong messaging.

Phase - 3

Celebrating the spirit of Teachers
The other most affected segment were the teachers. Adapting to new ways of teaching, acquiring the knowledge of becoming tech-savvy, shifting from the standard blackboard and chalk to suddenly laptops and keyboards was a drastic shift. We realised this change and stepped in again to uplift and celebrate the indomitable spirit of the teachers.

Results

• 465.5K Influencer reach
• 2.3M Cumulative results achieved
• 21.6M Facebook and Instagram
• 62.6 M Youtube

Etrio - Launching India’s first E-LCV

Our services

• Social Media Marketing

Client: Etrio

Time Spent: Aug- Sep 2020

Campaign Objective

Etrio is an EV start-up headquartered out of Hyderabad, Telangana. It is the only company in the country rolling out new EV products and electrifying existing ICE products. It is the first company to have received a regulatory certification for retrofitting by the Automobiles Research Association of India (ARAI) and ICAT.

Etrio wanted to create awareness around the launch of India's first electric ELCV, ‘THE KING OF INTRACITY LOGISTICS’ The company also wanted to position the core thought of "EV for All" through a crisp and integrated communication across mediums, primarily Digital, Traditional PR and creative content creation (both static and videos).

Idea
Promoting the tagline- king of intracity logistics by building up the digital launch through

• Creating a brand film - factory visit
• Profiling the CEO
• Teasers and testimonial videos
• Event and speak creatives
• Post-event coverage video
• PR by announcing “Etrio- India’s first ELCV” across major publications
• Branded content tie up with ET Auto to announce the launch through a virtual webinar and inviting customers in the logistics sector for the launch

Plan of Action
Our budget was limited, so we had to impact decision-makers in the logistics and e-commerce sectors wisely to make them aware of the environmental and economic impact of the choice of their delivery vehicles. We achieved this in phases:

Phase - 1
Build-up

• To create curiosity amongst logistics companies that a new ELCV is being launched for Intracity logistics.
• Launching the registration landing page
• Agenda for the Intracity logistics launch
• Introducing speaker as a panellist from the Logistics industry
• Video teasers for the launch of the vehicle

Phase - 2
Launch

• Introducing testimonials during the webinar on social media simultaneously along with the speakers.
• Launching the vehicle through a 2 minute - Etrio’s eLCV factory walkthrough movie shot in Hyderabad and Delhi during the pandemic which was revealed during the webinar.
• Live-tweeting during the webinar with more than 80 tweets during the three hours event. 

Phase - 3
Post Event

• To keep the excitement going, we created a series of short videos with the CEO and posted these snippets as #Didyouknow series on social media platforms
• The media coverage that was received was amplified by tagging individual publications and creating backlinks for the content to be made more searchable (SEO)
• Compiled the news mentions of the launch into a motion graphic and amplified it on social media
• Promoting post-webinar takeaways and news mentions 

Usage of Creativity
A unique concept that was unheard of in the ELCV industry, where the launch of a vehicle was for a specific industry vertical like Intracity Logistics. The campaign was specifically created for the Logistics Industry where one of the biggest pains of Intracity logistics was solved by Etrio. The tone and the manner were in line with the category. The colour scheme and style of creatives were appreciated by all stakeholders so much that customers like Mahindra Logistics, IKEA also co-promoted the same content through their official handles.

Expected results

• YouTube Video- Exp Impressions- 4,748
• Facebook & Instagram Post Engagement- Exp Impressions- 1,27,298
• LinkedIn Post Engagement- Exp Impressions- 8,300
• Twitter Engagement- Exp Impressions- 20,287

End Results

• 2K Orders: Etrio, bagged more than 2,100 orders for Tata Ace from 317 corporate clients post-event.
• 64K Twitter: The tweet impressions in August were all organic with an exponential increase from only 1763 impression in the previous month
• 80K LinkedIn: The overall impressions of the campaign were almost 80,000
• 100K Instagram: Teasers and launch videos rank the highest in the last 2 years in terms of impressions and reach

The Actuary India- India’s first digital magazine
 

Overview
Our goal

We wanted to develop a first-of-its-kind digital magazine focused on actuarial science, with the aim of reaching beyond the traditional audience of actuaries and engaging individuals from various backgrounds and fields.

We created a bustling online hub where actuarial professionals come together to exchange ideas and spark inspiration. From seasoned industry veterans to wide-eyed students, The Actuary India is the destination for all things actuarial.

Our services

• Logo designing
• UX/ UI
• Website development

Client: The Actuary India

Time Spent: March 2022

Visit: here

Plan of Action

• Brand Identity
• Content Curation
• UI/UX
• Development
• QC
• Deployment

Phase - 1
Brand Identity
Crafted a brand identity that perfectly captures the essence of the proposition

The brand identity included a distinctive visual identity system comprising of a logo, colour scheme, typography, and graphic elements, that conveyed the magazine’s personality, values, and positioning.

How the logo evolved – 

A brand's logo is the cornerstone of its identity, and after several revisions, we arrived at the current TAI logo.

It features a North Star, a timeless symbol of inspiration, hope, and guidance that perfectly represents the core of TAI, to be the guiding star for the Actuary community.

Phase - 2

UX/UI
Extensively designed and developed a top-notch UI/UX

The UI/UX was designed to be intuitive and easy to use, with a clear information hierarchy and logical navigation flow, ensuring a seamless user experience.

Structured the website with precision and attention to detail

• The website structure was optimised for fast loading times and high performance, ensuring a seamless user experience and minimising bounce rates.
• The website structure included a clear and consistent navigation system, with logical groupings of content and intuitive labelling of menu items, making it easy for users to find what they are looking for.

Phase - 3
Development
Created and launched a dynamic digital magazine coded from scratch

• The website was developed using cutting-edge web development technologies such as Angular and Laravel
• The website was designed to be highly responsive and adaptable to various screen sizes and devices, ensuring optimal viewing experience across desktops, laptops, tablets, and smartphones.

Phase - 4
UX/UI
Content Curation
Published engaging content covering a wide range of sectors, including General Insurance, Health Insurance and many more
From thought-provoking articles and cutting-edge research papers to lively discussion forums and interactive podcasts, there's always something happening on the website. You will get stimulated by the diverse range of perspectives and ideas, all shared by some of the brightest minds in the business.

On the website, you will find - 

• Lively discussions
• Comic strips
• Interesting trivia
• Graphic novels
• Animated features
• Even job announcements

The Actuary India also features humorous jokes and entertaining puzzle games to keep you engaged.

As a community, The Actuary India celebrates the unique talents and perspectives of its members. It welcomes die-hard stats junkies who love numbers, creative thinkers who have a passion for design and innovation, and natural-born communicators who possess a flair for storytelling.
 

• 2K+ New users every month
• 31K+ Total unique visitors
• 123K+ Total page views