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Speaker brand Ultimate Ears has partnered with Grapes Digital to launch a series of campaigns this festive season. For the brand, the agency associated with choreographer Shakti Mohan for her new web series titled ‘Break A Leg’. The series chronicles the story of non-dancing celebrities trying to learn complex forms of dance in a matter of hours.

This series is divided into four episodes and had a fair share of banter with non- dancer celebrities which aired its first episode featuring Aparshakti Khurana and Abish Mathew on t October 31. The show will feature Aparshakti Khurana, Abish Matthew, Kashyap Kapoor, Namit Das, Mallika Dua, Srishti Dixit, Karan Wahi and Ritwik Dhanjani.

The Diwali themed promo video that features Shakti Mohan with her team of talented dancers performing breathtaking moves with Wonderboom speakers has already garnered one million views in five days.

Further to promote their Wonderboom speakers this festive season, the brand has launched an influencer marketing campaign titled Ultimate Bomb. The campaign aims to encourage people to not burst firecrackers this Diwali, instead blast music with Ultimate Ears speakers and enjoy the festive season. The agency has associated with social media influencers for the same and will be sending across Wonderboom speakers disguised as a big Sutli Bombs to them. The speakers will be wrapped in green thread, making them visually indistinguishable from real Sutli Bombs.

This activity will be supported on Instagram, wherein the hashtag #UltimateEars will be used in all the influencers’ social media posts to be part of wider online conversations and make the campaign more viral.

Explaining more on the campaigns, Shradha Agarwal, COO, Grapes Digital, said, “We wanted to promote the idea of celebrating Diwali without the noise of crackers and replacing it with good music. Our team came up with this idea of promoting the speakers via influencers, as we understand the impact of micro-influencers in the social ecosystem of the millennial so that we can have a greater social impact in brand’s target audience through this innovative idea of ‘don’t burst crackers instead blast music’ crusade.”