Here’s another feather in our cap.


Hello folks, it’s been a long time since we saw each other. We sincerely apologise!
But the good news is, ‘WE ARE BACK’ and we have something wonderful to tell you.

Another feather has been added to the victory hat of DigiVaasi and this time, it’s golden.
Our Co-founder and Chief Operation Officer, Rahul Bahuguna, has been conferred with
the Business Excellence & Innovative Best Practices Academia Award 2016. He was
dignified with this honour by Mr Sunil Bharti Mittal at the 18th Annual Convocation of
PGDM Students of New Delhi Institute of Management.

NDIM acknowledged the indomitable spirit of Rahul Bahuguna and awarded him for
rewriting the course of India’s growth story of the century. We at DigiVaasi congratulate
him and feel inspired to follow the footsteps of this digital revolutionary.

digiVaasi Becomes The First Indian Digital Agency To Win A Merit At One Show Interactive Awards

 Best Use of Social Media” for Pepsi Tweet20 Campaign
Digivaasi,  has been conferred with a Merit at the One Show Interactive Awards-2013, for the “Best Use of Social Media” for the Pepsi Tweet20 campaign – making it the first ever digital agency from India, to have won this honour.  One of the most prestigious global awards in the world of advertising, One Show Interactive announced the winners, across categories, for 2013, at a ceremony following a cocktail reception, on the 10th of May 2013, in New York City.
The innovative approach and smart use of social media in the Pepsi Tweet20 campaign, has been winning the four-year-old agency praises from both the audiences as well as the industry. Just a month before winning this merit, Digivaasi bagged a Bronze at Goafest 2013, for the same campaign.

Launched for the first time during the T20 season last year, it gained immense popularity with the audiences and Pepsi Tweet20 surfaced as one of the most successful social media campaigns. The campaign recorded over 11,000 tweets, resulting in more than 9.6 million impressions; Twitter had “PepsiT20” trending as a topic for 8 days. And, all of this was done, without any media spends – hence, transforming the campaign into a smashing success.

 Prabhat Bhatnagar, Chief Creative Officer, Digivaasi, said, “India’s love for cricket has remained unprecedented. This, and the fact that India has a fast growing social media audience, was the sponsoring thought behind PepsiTweet20. It is an honor for us to have received awards of such prestige. We at digivaasi, are committed to crafting and facilitating the best possible Digital experiences, while remaining in pursuit of innovation.”

 Homi Battiwalla, Senior Director, Marketing (Colas, Juices and Hydration), PepsiCo India, said, “At Pepsi, we are always looking for exciting experiences for our target audience both on-line and off-line. Pepsi Tweet20 is one of the most exciting concepts that we have seen on Twitter globally. It received a fantastic response last year. With the Pepsi IPL our endeavor is to take the fan experience to the next level and Pepsi Tweet 20 is playing a big role.  We would like to congratulate our partner, Digivaasi for coming up with a winning idea, executing it flawlessly and winning accolades for the same.”

 Looking at the countless accolades that the Tweet20 campaign won last T-20 season, Pepsi has once again launched this “One show Interactive Merit award” winner campaign, on a larger scale- in a better form during the on-going Pepsi IPL.

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People running a Facebook page (social media managers are people too, you know) must have noticed something odd recently. On every update, Facebook tells you that you’ll only reach about 15% of your audience. If you want more, there are easy, conveniently highlighted options to pay up.

This is not a small change. There’s a great run-down on this on a blog called Dangerous Minds. You can read it in full right here.

Paying to reach an audience on which brands have invested time and money already (via FB ads, among others), doesn’t sound like a good deal. And for most pages, the economics won’t make sense either.

It’ll be terribly interesting to see how this will pan out, and how brands will cope with it.

The traditional defense of Facebook is that their secret-sauce algo filters out brand updates so as to not pollute peoples’ newsfeeds with less relevant information. A great reason, putting the users’ interest first.
Except that it falls on its face when they say they’re okay with polluting if someone pays for it.

We’ve said it before though, even when it was free:

The Internet was always social.

If you’ve spent any amount of time looking at analytics data for a website, you’d have noticed something called “Direct Traffic”. In our experience, most websites without media support tend to have ‘Direct’ as the biggest source of traffic, by far.

Most social strategies are built around driving traffic from Facebook or Twitter, ignoring this chunk. Many believe ‘direct’ means people are coming directly by typing the url.

Come on. If you think about it, the average person typing
sounds, well, a bit of a stretch.

Turns out, ‘direct’ is much more, and it’s social in a sense that preceded social networks.
When there was no Facebook, we still shared sh** on the internet. And we still do. In the end, it comes down to how cool your sh** is. Not the channel where it’s shared.

This wonderful article on The Atlantic explains what exactly it all means.

Featured on Social Samosa!

To be honest, we didn’t know much about them either.
But we soon discovered it’s a pretty neatly done portal for news, articles and features about the digital industry.

Their extensive questionnaire looked formidable at first, but we managed to answer it all.
So in case you were wondering who we are and what makes us tick, here are all the answers.

And don’t you tl;dr on it!

Pepsi Tweet20

After many, many sleepless nights, esp. for our tech wizards, our latest campaign is live.

It’s the Pepsi Tweet20 – the first ever cricket tournament played on Twitter!

The idea is simple: Pepsi tweets a ball. You tweet a shot. The right shots get you runs.

But behind the simple idea, there’s a complex gaming engine that lets thousands of people play simultaneously by tweeting shots. It keeps track of every tweet, matches each ball with the right shots to calculate runs, and shows you the score in real time on the website.

You can play by tweeting on your desktop, phone, tablet … any twitter client really. You can also play right from the website, where you can see your live scores, stats, bonus shots and a lot more.

Here’s a little video explaining how it works.
The Tweet20 tournament will have 24 matches, and 6 winners will fly to Sri Lanka with Pepsi to watch the real action live.

From the very first match, #PepsiT20 has been featuring in the top 3 trending topics in India.

Check out the campaign on the Pepsi Tweet20 website.

Arrogance or insecurity?

There is a famous quote that’s attributed to everyone from Gore Vidal to Genghis Khan to Maurice Saatchi. (At least Saatchi is misquoted on that, as the inimitable Dave Trott pointed out on his blog.)

Here’s the quote: “It’s not enough to succeed. Others must lose.”

It seems that many people working in digital marketing have taken that quote a bit too seriously.

You can’t go to a meeting or a conference these days without someone proclaiming how everything has changed forever, how digital has transformed our species and how mobile is going to change everything again.

Somehow, it isn’t enough that a digital or social or mobile campaign does well. It is invariably made into a case study of how everything else is dead.

Since we live in an age of aphorisms, and one of our favourite things these days is images with insightful quotes easily shareable across our social graphs, here’s something to think about.

The case of the blank banner

AdAge recently ran an article on a fascinating experiment with banner ads.

Any discussions on banner ads seem to get clouded by questionable data or entrenched beliefs.

Well, it’s quite clear anyway that they’re pretty damn far from perfect.

Whichever report you believe, if you can get anything more than 1 in a thousand people to click on it, you’re either very lucky or very smart.

Why do they perform so dismally? Probably because there are too many of them popping up in your face, and most of them are uglier than an ostrich.

But anyway, the experiment.

It basically ran a blank banner ad in different sizes across some sites, and the response it got was a bit of a surprise.

Have a look. It may not be the most valid of experiments, but it sure is interesting.

(Spoiler: It did better than Facebook ads*)

*Yes, Facebook has banner ads. Look carefully.

Teacher! Leave them clients alone!

Every blog, news site, conference, seminar (or webinar?), there is one thing that has been appearing for as long as we can remember.

It is some variation or the other of “Digital agencies aren’t doing enough to educate clients”.

The thing is, if they haven’t succeeded till now, there is something wrong. It could be any of the following:

- Agencies don’t want to educate clients.

- Clients don’t want to be educated by agencies.

- Agencies don’t know jack about anything themselves.

- It’s a meaningless, slightly condescending and probably irrelevant objective in the first place.

Or, they may all be true. (Though as you may have detected, we lean slightly towards the last point.)

What is hard to understand is, what exactly do clients need to be educated about?

Media properties? Effectiveness for those properties? Facebook insights? Relevance of Facebook insights? How to create viral videos?

Almost all aspects of digital advertising, perhaps advertising itself, have been obfuscated beyond the grasp of a normal person.

It probably suites some people well, if clients don’t understand what goes on behind the servers and clouds, in the magical ecosystem of socially empowered consumers engaging in interactive experiences and conversations.

But the point is, why do clients need to be educated at all?

The role of an agency should be pretty simple. You do try to understand and solve a client’s problems. You show the client how well (or badly) you did it. And you repeat, until you win awards or get fired.

How you solve it, what strategies and platforms you use, how much time and money you devote to any aspect, is up to you.

It sounds a bit condescending to say to a client that we can’t really account for your money, or measure ourselves against a clear objective, so we’re going to make up words and educate you about them.

Granted, clients may sometimes come across as utterly clueless about even the basics of the medium.

But it’s 2012! Everyone should know by now what a website is for and what’s cool on the internets.

Apart from that, it’s not that complicated, is it?

You create something interesting that communicates a message and persuades people to act. And you try and reach the right people wherever they are.

The clients don’t need to be educated about much else. They have their own job to do.

Agencies, on the other hand, could probably do with some education.

About what the client exactly does. About how their products or services are created and used. About the real business problems they face, and if they can be solved by us.

Or, we could all just get MBAs!


This is not to say that we’ve got it all right. Probably the opposite, if anything. But we usually like asking questions and wondering aloud.

At least unless a client tells us they want their own Facebook :P

Sent from the bottom of our hearts :P

Just some things we gathered from your email.

  • How to save the forests.
  • How to save the tigers.
  • How to save the children.
  • Your company’s logo. (Yes, it was big.)
  • URLs to your LinkedIn, Twitter and corporate blog.
  • Your fax number.
  • Your email ID (within your email – emailception!).
  • The awards won by your company.
  • Your company’s no. 1 ranking in something.
  • Your disclaimer about something.
  • Your warning about not stealing any of the above.
  • And, that all of the above was sent from your super-awesome gadget.

Thing we struggled to find:

  • Respect for the English language.
  • Any evidence of serious deliberation.