MUMBAI: Regional social media platform Helo has announced its new and first ever multimedia brand campaign “Helo Pe Milo”. The campaign builds and promotes the idea of self-expression and connecting like-minded people in one's language of choice.
The integrated campaign consists of Helo’s new brand slogan "Helo Pe Milo" and four multilingual TVC's titled Hostel, Akhada, Cricket, Shayari, that creatively highlights some of the most popular content categories on the platform - Entertainment, Celebrities, Food, Sports and Humor respectively. Helo is also offering a wide array of in-app stickers, templates and contests for its users to create content around the campaign and win exciting prizes.
Conceptualized by Helo’s creative agency Leo Burnett, the creative concept of the brand campaign is based on user insights from Helo’s market study conducted in July 2019, which revealed that people feel more confident while expressing themselves in their first language or mother tongue. The qualitative study also revealed that 82% of these people feel a need to be up to date with information regularly and are able to relate themselves better with local language digital content because they find it more reliable and credible. Helo offers biggest celebrity interactions, latest trends and interest-based communities and empowers users by enabling the most comfortable experience of creating and consuming content in 14 Indian languages.
Helo entertainment head Chhandita Nambiar said: “At Helo, it is a constant endeavour to transform the way people interact on social media by enabling the most comfortable environment for self-expression in one's language of choice. Through this campaign, we aim to emphasize the key ethos of our brand to our existing as well as potential users i.e to be inclusive and stay rooted at heart. The campaign also encourages people to ‘Get together on Helo’ for an exciting experience of multilingual content across categories of their interest”
The national campaign will be deployed across multiple platforms including TV, digital and outdoor, aiming to target a diverse range of audience across geographies and age groups. The campaign is scheduled to go on-air on 12th March 2020 in Hindi, Punjabi & Tamil and will further be rolled out in 9 different languages in phases throughout the year 2020.
