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India tea, coffee, spices: Engaging the digital audience!

Anu P. Mathai, IES, Chief Executive Officer, IBEF

Jul 07, 2017 15:29

IBEF has recently completed a six month online campaign focusing on India plantation commodities like tea, coffee and spices. The campaign included elements like informative postings, videos, contests, live-tweet sessions, online and offline events among others. IBEF also sourced industry blogs for the three plantation commodities that enriched content on the existing dedicated website The website is a part of Brand India Plantations campaign already being executed by IBEF to improve the perception and awareness about Indian plantation commodities in the overseas markets.

Working closely with stakeholders like the Department of Commerce and the respective Boards of the plantation commodities, the campaign focused on digital platforms like Facebook, Twitter and Instagram & has garnered a lot of positive publicity for Indian plantation commodities, both in domestic and international markets. The campaign achieved a cumulative reach of over 40 crore people engaging close to 1.85 lakh people across markets like Japan, Germany, USA, Russia, South Africa and Australia among others. At the end of the campaign, IBEF has achieved over 5 lakh Facebook likes and 68,000 Twitter followers for tea, 3,30,000 Facebook likes and 39,000 Twitter followers for coffee and 5 lakh Facebook likes and 77,000 Twitter followers for spices.

IBEF has always been aggressive on digital media keeping in step with the changing times. The recently concluded campaign for plantation commodities is one such example of IBEF’s online capabilities. Going forward, IBEF plans to extend similar campaigns for other sectors also.