Objective

• To announce the partnership of the jewellery brand Tyaani with Karan Johar on social media.

Challenge

• To create hype around the partnership and amplify the announcement on social media.

Execution

• Tyaani, a fine jewellery brand announced their partnership with Karan Johar, and Everymedia worked behind the scenes to ensure a grand launch.

• The campaign launched with Karan Johar posting a series of cryptic posts and videos that created immense hype and multiple conversations across social media and media portals.

• The big reveal DVC further amplified the campaign and generated buzz across platforms, including Twitter where #TyaaniByKaranJohar trended at the no. 2 position.

• With this social media campaign, Tyaani reached almost 1 million views on the DVC, increased their follower base by 7% and generated 850,000 engagement with a total reach of 3 million within 72 hours.