Challenge
Google Search was losing relevance with its core TG (GenZ India BC), limiting interactions between the product and end-users to being academic and few and far between.
Approach
We arrived at the strategic insight that our target audience lives in a fluid world of ‘possibilities’ - they seek self-reliance and want to change their lives for the better. To resonate with our Gen Z audience, we created a new brand social-first creative platform “Dhoondenge to Milega” ("If you Search for it, you'll find it") - featuring inspiring real stories, influencer collaborations, conversation-driving billboards, and content integration. The campaign also launched the new youthful visual identity created by Toaster for Google India, driving engagement and memorability.
