Koo’s Ad Campaign Inspires Self-Expression Through #KooKiyaKya

The campaign motivates people to express themselves on a digital platform in their mother tongue.

(File Photo/ Getty Images)

Made-in-India micro-blogging platform - Koo’s first-ever television campaign inspires people to express themselves in their native language. Conceptualized around the tagline #KooKiyaKya, the campaign reflects the platform’s core proposition - language-based self-expression.

Launched recently during the recent T20 World Cup 2021, the campaign elucidates users desire to leverage social media for self-expression, and to engage with their communities in a language of their choice.

Until now, expression on social media has largely been English-centric, but the Koo App’s advertisements break new ground by inviting people to converse in a native Indian language, without necessitating English translations. Conceptualized by Ogilvy India, the campaign consists of a series of short-format advertisements that carry local flavours, and depict real-life situations as individuals go about their everyday lives, indulge in banter and talk straight from their heart.

The advertisements are structured around a unifying message - Ab Dil Mein Jo Bhi Ho, Koo Pe Kaho, and the campaign follows intense research and market mapping to decode the minds of internet users and their desire to communicate and share content digitally in their native language.

Launched in March 2020, the Koo App recently crossed 15 million downloads and is presently available in 10 languages - Hindi, Kannada, Tamil, Punjabi, Telugu, Marathi, Bangla, Assamese, Gujarati and English. It is expected to touch 100 million downloads in the next one year.