Red Bull makes a point with the 'Corporate Chamcha'
The satirical digital campaign made by The Brewhouse will run till June 30
Ananya Saha | Delhi | May 7, 2012
It is not every day that one sees a satirical campaigns aimed at corporate honchos, especially around appraisal time. Red Bull has recently unveiled its new campaign on digital media mocking the 'Corporate Chamchas'. Every office has that one person who is the manager's pet, characterised by traits like being overly obedient, running across the office at the drop of the boss' hat, nodding at everything that his 'intelligent' (or not so intelligent) senior has to say, and sometimes running errands for him. This 'Corporate Chamcha' is conspicuous by his antics and more often than not is the centre of ridicule of other colleagues, and feels that the ego boost he gives to his manager is directly proportional to his performance appraisal.
The campaign, conceived by The Brewhouse, consists of an interesting online video, coupled with an interactive game. The 'Corporate Chamcha' campaign plays around the ambitious mentality of wanting to be at the top and achieving it through 'chamchagiri'.
The video, shot by The Brewhouse with the help of Saloni Varma Productions, follows a young working professional in a typical work environment as he irritatingly blurts jargons and imitates mannerisms of a clichéd chamcha – someone you are likely to encounter in any average corporate workspace. The video has already gathered more than 2.8 million hits on YouTube.
To complement this video, Red Bull has also launched an online game which revolves around a typical Red Bull character who ridiculously rolls under, smashes into and jumps over obstacles in an attempt to earn a possible promotion while delivering some mails to his boss in his cabin. At regular intervals he is rewarded with Red Bull which re-energises him and keeps him going till he completes his task.
The Video:
Vikaas Saxena, Marketing Director, Red Bull India, said, “The message is simple: that Red Bull at work increases performance, concentration and reaction speed at work. It revitalises you when fatigue sets in. Red Bull is an energy drink which can help you not just when you're playing sport or dancing the night away but also helps you improve your performance at work.”
To enhance consumer engagement, the brand has launched the Red Bull Corporate Chamcha Challenge Facebook page wherein consumers can send the craziest and wackiest 'Corporate Chamcha' lines or quotes that they would have heard at work. The insight behind this campaign is that there is no need to be a Corporate Chamcha to climb up the career ladder when you can fly to the top. Red Bull gives you the wings to stay in the race and beat the Corporate Chamcha.
Abhineet Singh, Co-Founder, The Brewhouse, said, “The video and the website aim to drive traffic for each other to create a mini ecosystem.” He further added that the digital media was the perfect tool to reach corporate honchos who stay hooked on to their systems for the entire day.
“The campaign plays to the ambitious mentality of wanting to be at the top of your career and poses Red Bull as the potential solution to this goal, as the active ingredients enable you to perform so that you can rise to the top. To communicate the functional message, this campaign is supported by trade marketing, sampling initiative and a digital campaign that's activated through the Red Bull India website and Facebook page,” said the Red Bull spokesperson.
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