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Opera Mini's mega flash mob to mark 50 mn users in India

The main thought behind the campaign was to do something 'mass' and also unique to grab maximum eyeballs. Even CEO Lars Boilesen danced to the tune of 'Rang De Basanti' alongwith the crowd

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Opera Mini's mega flash mob to mark 50 mn users in India

Opera Mini's mega flash mob to mark 50 mn users in India

The main thought behind the campaign was to do something 'mass' and also unique to grab maximum eyeballs. Even CEO Lars Boilesen danced to the tune of 'Rang De Basanti' alongwith the crowd

Sarmistha Neogy | Mumbai | November 26, 2014

Opera-Mini Click on the image to watch the Video.

It surely calls for celebration if your brand has achieved a milestone. Opera Mini, the browser company from Opera Software, recently crossed the 50-million user mark in India, thus becoming the third-largest mobile app to be used in India, after Facebook and WhatsApp. On this occasion, a flash mob with Lars Boilesen, CEO of Opera Software, senior executives from the company's headquarters in Norway, everyone from the Indian team and 50 professional dancers from Shiamak Davar's institute was arranged at Ambience Mall in Gurgaon.

The main intension of Opera was to do something 'mass' and at the same time unique. Mrunmaiy Abroal, Director of Communication, South Asia, Opera Software, said, “Although flash mobs may not be a new concept, but how many of us have actually seen a Scandinavian CEO dancing to desi beats of 'Rang De Basanti'? It was quite a sight. India has one of the largest user bases when it comes to Opera Mini, and what better way to celebrate and thank Opera Mini users in helping us reach this feat.”

Abroal added, “Among the other things in #Opera50m campaign, the flash mob was one of the critical ingredients that made the campaign and helped us grab eyeballs around the announcement. If there were about a 1,000 people witnessing the flash mob at the mall, till date the views of the official video have been 10 times that. Since the video has been recently rolled out, we are still in the process of gauging the impact, but the response has been fantastic.”

Has Opera ever done flash mobs before? Abroal explained, “We've never done a flash mob before in India, but we have executed some other cool stunts which were equally rewarding and ambitious. Like, for example, we recently ran a social media campaign in India titled #OperaCoastSurprise to create awareness around Opera Coast for iOS. It targeted the 'creative classes' like artists, illustrators, a psychological illusionist, a filmmaker and a blogger who writes on parenting and relationships, media & advertising professionals and undaunted entrepreneurs. Also, there was once when John S Tetzchner, CEO of Opera Software back in 2005, who swam across the Atlantic from Norway to the USA on a product milestone announcement! That's how we are. We're a cool company and we like to celebrate our milestones/achievements with a bang.”

Arranging a flash mob is not an easy task and that too if it is organised on this scale. “There were several challenges but at Opera we believe that dealing with every challenge yields greater opportunities. One of the critical ingredients of the flash mob was to have our CEO Boilesen dance to a Bollywood number for which he had no clue about. Making him practise and getting the entire piece right in just about two hours was a little difficult. But Lars beat everyone, even Indian employees, in terms of his dancing and coordination. It was fun, exciting and quite a roller coaster ride putting all of it together.”

Opera Mini plans to soon reach out to the other cities as well with something cooler.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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