• THE BRIEF
• The urge to stand out of the clutter
• Amidst the clutter of engagement posts and generic tweets, &pictures wanted an exclusive property for their Instagram platform that would stand out from this jumble. The purpose of this property was to improve engagement and grow their fanbase on Instagram.
• THE OBJECTIVES
• To stand out amongst the clutter on Instagram and create a unique and engaging property
• THE STRATEGY/EXECUTION
• Innovating for the fastest growing social platform
• The game &Charades, in a first of a kind move, was created exclusively for Instagram using a popular Instagrammer as a host! A total of 50 videos were created that were uploaded every alternate day. The Instagrammer, who boasted of more than 15K followers helped draw in even more eyeballs!
• This strategy helped establish &Charades as the modern version of the traditional Dumb Charades!
• Digitally gamifying Bollywood’s favourite game
• The game was modeled in a way that the young generation of Bollywood buffs formed an instant connection and went ahead to engage with the brand’s page.
  The Instagrammer enacted 50 popular movies in 50 different videos. The audience then watched the video, deciphered the clues, guessed the name of the movie and answered using the hashtag #ANDCharades.
• This gamification of content in turn resulted in high audience engagement.