Challenge
Google Photos has over 100M monthly active users in India, making it the largest market globally for the product. Toaster was tasked with creating the first Google Photos campaign in India, showing the power that comes when you preserve your photos on a platform for generations to come.
Approach
With India’s Independence day just around the corner, we researched and uncovered the true story of Kulwant Roy - one of India’s first photojournalists who had captured iconic images of the Independence era. His priceless photos were in danger of being forgotten, lost to history forever. We shared his story with the world, thanks to the help of Aditya Arya--the man restoring these momentous images. We captured this harrowing story via a 3 minute film that featured rich visuals and Aditya Arya’s touching narration, reclaiming a piece of history in the process.
Results
The campaign was effective, both in terms of the traffic it generated and the media attention it garnered.
-Increased Photos brand awareness by 2.67%, resulting in 135M+ campaign impressions and 6M+ video views and 10% increase in product usage.
-Earned media worth USD 71,000 with coverage in top publications like IndiaTimes, Dainik Jagran, News 18, The Hindu, FirstPost, Punjab Kesari, and Dainik Bhaskar.
Furthermore, the Google Photos work created many priceless positive, heartfelt messages on social media, which were organically shared--further raising awareness of this beautiful story.
