ITC Engage On's Pocketful O' Stories is an effective example of textual content marketing

ITC’s Engage partnered with the bestselling romance author Durjoy Datta for an exciting digital campaign titled “Pocketful O’ Stories” – micro-stories that celebrate the unexpected moments of love and chemistry between a couple. With the digital agency partner Dentsu Webchutney, the campaign was the part of the Engage On’s promotional and marketing strategy.

More than 11,000 stories were crowdsourced with over two million engagements across platforms. A book co-authored by Datta will soon be published of the most unexpected moments of love.

Launched in April 2017, Engage On is a convenient pocket-sized innovation in six fresh fragrances and is positioned to celebrate the unexpected moments of love. It embodies the brand proposition of playful romance and brings alive the new language of love through its range of Pocket Perfumes.

The campaign invited everyone to share their own micro-stories on ‘unexpected moments’ of love and chemistry, via Instagram, Twitter and Facebook. Each day began with a post of an empty pocket and ended with a post of that day’s winning story appearing on the pocket. The best story for the day was selected by Datta himself. Now the best pocket love stories will be compiled into a book.

Durjoy is one of India’s most popular young writers, and his wife is his inspiration to write. An engineer-turned-writer out of passion, he has written bestselling novels that include ‘Of course I love You…..Till I Find Someone Better’, ‘Now That You Are Rich Let’s Fall In Love’, ‘World’s Best Boyfriend’, etc. He himself has a pocket full of love stories and engaging tales of attraction and young romance, which have been incorporated in his books.

Datta commented on the campaign, “Being die-hard romantic and a believer in unexpected love stories is what drew me to this campaign. I feel Engage On pocket perfumes are a great innovation and are perfect for those unexpected moments with your loved one. This campaign, Pocketful O’ Stories is a great peek into the creativity and psyche of young Indians, as well as the different perspectives on love.”

Further elaborating on the idea, Moosa Khan, Creative Director, Dentsu Webchutney (Engage’s social media agency) said, “The idea just clicked into place with the product, pocket-sized stories for the pocket-sized Engage On. The digital medium allows us to create instant creative collaboration and the campaign has received a great response. We received some delightful stories from people across social media.”

Pocketful O’ Stories’

Disclaimer: The data related to the performance of the campaign has been claimed by brand/agency/platform/creator. BuzzInContent.com has not verified the authenticity of the data and hence is not responsible for any counter claim by any other party