Brief: Philips, the styling brand for young India was looking to aggresively reach out to the Indian youth, to create an association with ‘Style’ moving away from the then current gifiting proposition on Valentine’s, its peak period.

Solution: Philips Styling and a Selfie could take you to Stardom’. The team created #StyleTurf which promoted the ritualistic symbolism of Valentine’s day celebrations coupled with the topically relevant and hot trend of the #Selfie, adding spice combined with a generous sprinkling of glamour in association with a youth television channel. Selfies and Valentine styles with #tags for men and women created social conversations on Facebook, YouTube, Google and Twitter, couples shared their Valentine styles with Philips styling.

Results: The campaign reached out to 1.5 million+ consumers and impressively created over 60000+ social conversations and selfies doing the rounds as #StyleTurf and its popular hashtags trended in India during the Valentine’s week.