Case Research: How BGauss executed hyper-local targetting by micro-influencers for Diwali marketing campaign

For its Diwali marketing campaign, BGauss leveraged micro-influencers by a contest. The case research explains how BGauss drives engagement in phases by the initiative creating buzz round its model on Diwali.

Tapping on to the celebrations of Diwali, BGauss launched a contest marketing campaign, #BGaussDiwaliKiSawaari. The exercise revolved round micro-influencers utilizing the BGauss Instagram filter to advertise the initiative among the many audience.

Class Introduction

BGauss is an electrical scooter model, an arm of RR International a gaggle trusted for greater than 35 years. RR International is an 800-million-dollar company that was arrange in 1986. It has its headquarters in Mumbai and has 10 working corporations and 28 advertising and marketing workplaces throughout the nation.

The corporate made a enterprise into the electrical automobiles section and additional plans to reinforce life-style and preserve the surroundings making the way forward for mobility electrical.

Model Introduction

A spread of premium electrical vehicles BGauss is a dynamic and inexpensive model that goals to give attention to innovative know-how.

Being technology-driven, the model additionally goals to offer innovation and the nice buyer expertise with low upkeep, energy and fast charging.


Together with being the pageant of lights, Diwali is a pageant that’s all concerning the pleasure of giving and receiving. This 12 months BGauss celebrated Diwali with the marketing campaign –  #DiwaliKiSawaari.

The marketing campaign revolved round a contest the place the viewers was requested who would they take with them of their #DiwaliKiSawaari to hold out their Diwali preparations. To unfold consciousness concerning the marketing campaign micro-influencers posted a static picture with a BGauss filter answering the competition query of their captions.  

Downside Assertion/Goal

The target of the marketing campaign was to allow the model to faucet into the Diwali festivities and create extra consciousness and engagement concerning the model. The last word objective was to draw a bigger viewers from the goal group to the model’s social media pages.


For the reason that 12 months 2020 noticed many ups & downs and lots of festivals handed with none celebrations, the transient for the Diwali marketing campaign was to create and unfold the enjoyment of festivities by the model’s social media pages. The target was to amplify the celebrations for the viewers.

Inventive Concept

The artistic concept was to introduce 3 phases within the #DiwaliKiSawaari marketing campaign – the teaser part, introducing the competition part, and the influencer tie-up part to drive engagement on the model’s social media pages.


For the Diwali marketing campaign, one of many challenges confronted by the company was discovering the proper micro-influencer for every metropolis. Selecting an influencer who’s appropriate with the model’s character is inherent to an influencer-based marketing campaign.

Additionally learn: Case Study: HOW HRX leveraged its digital community ahead of Flipkart’s sale to create leads


Within the teaser part, the crew established a theme for the marketing campaign whereas additionally hinting on the incentive that was in retailer for the followers.

The competition was launched on all social media platforms with the announcement of the inducement together with the steps to take part within the contest.

To make sure the marketing campaign trickled right down to each metropolis the place BGauss unfold its wings by numerous influencers from the digital house who resonate with the model.

Every influencer posted a static picture on their social media platform with the BGauss Diwali filter and talked concerning the variety of errands they’re but to run as a response to the competition query.



General, the marketing campaign obtained an efficient quantitative response and gathered 3 Lakh + impressions, 41K engagements & 254K attain in simply 3 days throughout Diwali.


  • By way of qualitative with a typical price range throughout all demographics, the marketing campaign obtained essentially the most recall in Hyderabad.
  • The marketing campaign created constant engagement by all cities with Navi Mumbai and Panvel being the very best.

CMO Quotes

Commenting on the marketing campaign, Priyanka Kabra, Model Director, BGauss mentioned, “This 12 months, the moods are many, sentiments are sturdy and everyone seems to be in search of mild and celebration to interrupt the interval of gloom, however in a manner that makes them glad.  Some wish to keep at dwelling, some wish to step out. We’re glad to straight join with folks and know their manner of celebrating by giving them the smoothest journey they deserve.”

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