12. Apr, 2010 
“Recognition is the reward” is truly what the IndiaSocial™ Case Challenge, has become all about.
There were no cash rewards, no award ceremonies, no festivals… just pure rigour. From the submission form (not for the faint-hearted), to the judging process that our esteemed panel of judges adopted, it has been about recognising the best social media work in India. We received a total of 37 submissions of social media work in India, of which 3 winners each under, Long-term initiatives and Short-term project categories have been selected.
There are several ‘non-winning’ entries that missed by a small margin; the quality of insights and work on these and many other was fantastic and we’d be sharing many of these with you over the next few days and weeks.
Here are the winners!
Long-term Initiatives
Position # 1
Pratham Books – Social Publishing Strategy at Pratham Books (Score – 8.1 : 10)
We’d like to think that we spread the love, so to speak, but realistically, we’re going to have to build a platform sometime soon to engage our community to co-create and do so much more to contribute to the cause of a book in every child’s hands…
Position # 2
Fastrack – Fastrack Fans (Score 7.6 : 10)*
Our initiative is focused around the experience we deliver to the fans and both current and potential, driving them toward a better, and more personalized connection with the brand…
* One of the juges abstained citing conflict of interest.
Position # 3
Cleartrip Travel Services Pvt. Ltd. – How the Cleartrip brand travels through social media (Score 7.3 : 10)
Cleartrip has upheld integrity and transparency as foundational values of our brand. Embracing these values has made it incredibly easy for the brand and the organization to have an active social media presence…
Short-term Projects
Position #1
Hindustan Motors – Mitsubishi Cedia – The Great Driving Challenge (Score 7.0 : 10)
Consumer research reiterated that a loyal Cedia owner loved to get behind its wheels and just drive. So when it was time to launch the new Mitsubishi Cedia sports, HML wanted to reach out to their target audience and engage the travel fanatics in conversations around “a long drive”
Position #2
Dr.Mani Children Heart Foundation – The Heart Kids Tweetathon – And How Twitter Helps Save Lives (Score – 6.5 : 10)
…even in the midst of a deep recession, the 2010 event held on February 14th, brought in close to $5,000. As the Foundation’s cost to sponsor a child’s operation is around $1,250 the Tweetathon alone will be responsible for healing more than 10 little hearts!
Position #3
WWF – Getting India to switch off their lights for Earth Hour (Score 6.3 : 10)
Earth Hour is a global awareness programme by WWF to create awareness on climate change and fight global warming. People participating in the Earth Hour voluntarily choose to switch off their lights of their homes and offices for one hour to make their stand against climate change.
Final Shortlist
The entries that made it to the final phase in the case challenge were –
Long Term Initiative Short Term Project Fastrack Channel V – Using Twitter to create buzz around the relaunch of Channel [V] in August 2009 Hard Rock Café Hindustan Motors – Mitsubishi Cedia – The Great Driving Challenge – India’s Most Succesful Social Media Campaign. MTV – NO. 1 Social Brand in India UBL – Kingfisher Beer MTV – Best use of Social media: Sony Ericsson MTV Roadies Battleground Dr.Mani Children Heart Foundation Pratham Books KPIT Cummins Infosystems Ltd – WidUS (Widget designing for University Students) Breakthrough WWF India – Getting India to switch off their lights for Earth Hour. 8 Day Academy Celebrity – Priyanka Chopra BLANK NOISE BookMyShow Tata Docomo Nokia Email With Ease Campaign Nokia “Search for N” NASSCOM Goanet Cleartrip Travel Services Pvt. Ltd.
Evaluation Process
- Step 1 – All judges evaluated each entry and categorised them as ‘Keep’ or ‘Drop’
- Step 2 – For any entry which had votes between 2, 3, 4 or 5 ‘Keep’ votes, the judges who had voted for ‘keep’ stated, briefly, why they had voted so
- If there were 5 votes out of 6, against a case, it was dropped
- If there were 5 votes out of 6, for a case, it was promoted to Phase 3
- Only the ones with 2, 3, 4 or keep 5 votes were voted upon again by all
- A simple majority again decided who got promoted to Step 3
- Step 3 - All the finalists got another detailed viewing by the judges, who then rated the case studies on a scale of 1-10
- Step 4 – Scores as given by all judges (if a judge was associated with a programme, he/ she would abstain and no scores would be granted), was averaged by the total number of judges who voted and winners selected
The evaluation process ensured that all the judges on the panel reviewed each case study and also evaluated over several phases.
Since the judges did not have access to one another’s scores prior to submission of their own scores, their own evaluation was independent and totally unbiased.
Judges Speak
The final results were arrived after a rigorous evaluation process by the panel. Here is what some of our judges had to say on the case challenge –
When it comes to effective social media usage, we often hear only about success stories in the US. There are wonderful, innovative usage in Indian companies and the IndiaSocial case study challenge has unearthed many such gems by crowdsourcing” – Kiruba Shankar, CEO, Business Blogging
I hope this encourages social media marketers and agencies to craft strategies that are realistic, achievable, innovative and sustainable, those which effectively engage the community and deliver a delight” – Dina Mehta, Co-Founder & Head of Research, Mosoci
On behalf of allof us at IndiaSocial, I’d like to thank all our judges for putting in their time, effort and rigour to identify the best social media case studies in India. We’d also like to thank impact weekly and exchange4media.com, our partners for the initiative, for their generous support like always 
Infact, pick up a copy of impact magazine’s latest issue (on stands tomorrow) which features all winners of the IndiaSocial Case Challenge – 1. Do share your thoughts and comments – it’s an Open invitation.
Cheers
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Are you guys serious! Cleartrip doesn’t even have a proper facebook page (they call a facebook profile a page)!! LOL… this case study challenge is a joke, a brand like Cleartrip doesn’t even know how to make a proper facebook page…their last update is on March-25 and then before that on Feb-10, they have music bands and educational qualifications..they win a prize…. this page is a what you call how to follow worst practices on facebook.
this contest is either rigged or the judges don’t know what they are evaluating!! this is seriously a joke….i thought IndiaSocial was a good site with some decent updates and info, but how they have zero credibility… were there no other participant who did better, was that why cleartrip withe their crappy facebook page got selected?
and if this comment is not published, then you will only be confirming that you are blocking genuine feeback….so much for your tag line “Social Media Open”
Surprise! All in the family Ah! Kiruba and Rajesh grab all the attention and awards!!! This actually is the ugly Indian Style. Because its these two gentlemen, Kiruba and Rajesh are anyway going to win. At least I know Rajesh has done something on Fastrack and others are by Kiruba. Common guys, least you could have done is to be fair. You guys have been smart enough to plough your own trumpet. Who ever reads this, pl dont participate here.
@BangloreWatch
We had, right in the beginning, built in a very transparent evaluation process to allay any such fears – to start, by requesting very credible judging panel. Also laid out clearly in the process was the point that in case of any clash of interest, the judge involved would abstain from participation and remaining scores ‘only’ would be averaged to ensure that the results are not impacted at all (E.g. in case of Fastrack, Rajesh did not cast a vote due to involvement with that campaign ).
Here’s the detailed process:
* Step 1 – All judges evaluated each entry and categorised them as ‘Keep’ or ‘Drop’
* Step 2 – For any entry which had votes between 2, 3, 4 or 5 ‘Keep’ votes, the judges who had voted for ‘keep’ stated, briefly, why they had voted so
o If there were 5 votes out of 6, against a case, it was dropped
o If there were 5 votes out of 6, for a case, it was promoted to Phase 3
o Only the ones with 2, 3, 4 or keep 5 votes were voted upon again by all
o A simple majority again decided who got promoted to Step 3
* Step 3 – All the finalists got another detailed viewing by the judges, who then rated the case studies on a scale of 1-10
* Step 4 – Scores as given by all judges (if a judge was associated with a programme, he/ she would abstain and no scores would be granted), was averaged by the total number of judges who voted and winners selected
You could refer below to know the parties involved with each campaign -
Long Term
1) Pratham Books – managed in-house
2) Fastrack – managed in-house right now (Blogworks associated with campaign in past)
3) Cleartrip – managed in-house
Short Term
1) Mitsubishi Cedia, Great Driving Challenge – Experience Commerce
2) Dr Mani Children Heart Foundation – managed in-house
3) WWF – Earth Hour – Pure Tech
Hope this clears your concern around the evaluation process.
Thanks
Amita
Hi @Rohit G,
Do check out the comment from Hrush Bhatt, Founder and Director, Product and Strategy, Cleartrip in response to your comment here – http://www.indiasocial.in/case-studies/cleartrip/. He has given the correct link to the Cleartrip Facebook fan page -
Hrush 13 April 2010 at 9:56 am (Edit) #
@Rohit G — Cleartrip’s “proper facebook page” is here:
http://www.facebook.com/cleartripfanpage
Hope this helps clear the confusion.
Thanks
Cheers
Amita
There are good social meda campaigns which were probably not even heard of…like
1. Education is Insurance by Aviva (http://www.facebook.com/educationisinsurance.com for long term..if you see they have managed to build a strong base for parents and talk relevant stuff about cost of education and school and all such things…a dedicated education blog too (http://blog.educationisinsurance.com) inviting parents to contribute. Also they have done really great application of FB too…and all managing to do without a ssingle mention of their policy…using social media to spread education for all..i think its awesome…
also one other example would something i came across as a short term one…for Harsha Bhogle (http://www.facebook.com/HarshaT20) using social media only for the T20 world cup…using youtube as a video blog by Harsha Bhogle (http://www.youtube.com/HarshaT20) for exclusive analysis…i dont think anything has ever been done before atleast in the Indian context…i wonder how come such campaigns arenever mentioned??
sory i thin the FB link for education is insurance was wrong in my earlier post here is the correct one
http://www.facebook.com/educationisinsurance
Hi Mubashir,
Thank you for writing in. Like you rightly said, there are many good social media campaigns in India that do not get spoken about but are able to deliver great impact to concerned audience. Most of the case studies we have recieved so far have been a partof recently concluded IndiaSocial Case Challenge. We are mostly on a look our for examples of great work in social media and would be happy to feature more such work being done in the space.
Do share this link with Aviva in case they would like to share their learnings on IndiaSocial http://www.indiasocial.in/submit-case/.
Do keep sharing your thoughts.
Thanks
Cheers
Amita