Home / Brand Stories / Best brand campaigns that made us laugh, cry and Retweet in #BestOfTweets 2021
Listen to this article

2021 has been a rollercoaster of a year which has provided opportunities for reflection, reimagination, and rejuvenation. For some brands it turned out to be a year of obstacles, but for those willing to take chances, there was no shortage of creativity to be brought to bear. To gauge the impact of this shift and to understand how brands are pivoting their strategies to connect people in today’s digital-first world, Twitter looked at the most impactful and memorable marketing campaigns that have done ground-breaking work on Twitter and left a mark on consumer’s hearts and minds. These champion brands have and Tweeted their way to victory in #BestOfTweets 2021.


How does #BestOfTweets work?

#BestOfTweets is an annual global property in which brands and their campaigns are recognised and celebrated. “We have always looked at brands at the end of the year and continued to celebrate the best-in-class work happening on Twitter in order to demonstrate the service potential and inspire marketers to create human-centric work. As with the majority of the products, there is an ‘evolution life-cycle’ and the same goes for ‘Best of Tweets’. What we noticed is what was great work a few years back, is perhaps table stakes now. That is a testament to the creativity and opportunity that the marketers have been leveraging across the timeline. When we look inside the campaigns, we see clear and emerging patterns on how brands are connecting and launching on Twitter," says Rishabh Sharma, Head of Twitter Next, India.

There are 10 different categories in #BestOfTweets 2021 in which brands stood out. Each category reflects how brands are tapping into conversations, communities and Twitter products. “We were very intentional about how we define, measure and bring these categories alive. Our core aim is to go beyond numbers and unpack the layers of a campaign. Say for a video campaign - what was beyond absolute numbers, how relevant was the message, the conversation or how effective the media strategy was on Twitter, etc.," says Sharma, adding how the intent was to look beyond the quantitative side.


And the #BestOfTweets 2021 crown goes go....

Best brand for driving meaningful impact: Google India (@GoogleIndia)

After waves of loss and despair earlier this year, people wanted to know they were safe. @GoogleIndia used the insight that people come to Twitter to search for information, and their credibility and reach to share updates around COVID-19, encourage people to practice caution and enable them with updates around vaccination, made them aware of isolation protocols and more. Through Twitter, the brand not only enabled audiences to stay safe and informed, but also engaged them in a way that created a meaningful, lasting impact — winning it a spot on this year’s #BestOfTweets. Sapna Chadha, VP - Marketing, India and Southeast Asia, Google says, “In this year, our priority has been to ensure people are served the latest, most relevant, and helpful information on COVID-19 when they need it the most. With Twitter, our effort was to share news of the updates we made across our platforms with people with speed, and in a simple, shareable way, particularly with those who were supporting others in those times. Twitter’s multilingual user base also supports our goal of helping build an internet that reflects India’s language diversity, especially in our digital education efforts for online safety."


Best #OnlyOnTwitter campaign: Flipkart (@flipkart) for #BigBillionMuqabla and Amazon Prime Video (@PrimeVideoIN) for #OneMicStandOnPrime


For its flagship annual sale, Big Billion Days, @flipkart used a customised Events Page on Twitter, inviting people to the #BigBillionMuqabla. Creating this timeline of Tweets, the brand kept its audience engaged and excited by prompting them to like the Tweets with their favourite products in order to unlock exciting offers every day.

Introducing the second season of #OneMicStandOnPrime, @PrimeVideoIN brought its audiences to the centre-stage, asking them to vote for their favourite celebrity from the season’s line-up by liking Tweets in a four-day long, real-time voting thread. “Today, social media marketing goes beyond information dissemination to include meaningful communication that drives deeper audience engagement. Twitter has an engaged and informed audience, and the platform offers ample scope for innovation. The new season of One Mic Stand was an opportunity for us to bring together Prime Video’s highly engaged community and the huge fan following of participating comedians and celebrities, giving us a chance to nurture deeply interactive engagement. We are excited to be featured in the “#BestofTweets" list and we look forward to innovating further." says Sushant Sreeram, Director – Marketing, Amazon Prime Video, India.


Best brand connection to an event: Mobile Premier League (@PlayMPL) with #FanBannJaaoge and #ShowYourGame

One of the best ways for brands to stay relevant is to be a part of the biggest, most followed events from across the world. That’s what @MPL did with 2 of the biggest sports events of the year on ground - the Olympics and T20 World Cup. @MPL inspired chatter around the #Tokyo2020 and #T20 games by creating a fan army of cheerleaders on Twitter. The brand took over Twitter’s premium real-estate of the Explore page with the #FanBannJaaoge and #ShowYourGame campaign video. "We had two very distinct sports-focused campaigns and Twitter helped us immensely in creating the desired impact for our brands. For MPL Sports Foundation’s #FanBannJaaoge campaign, we set out to make all 1.4 billion Indians, fans of the Indian Olympic contingent and create the first ever Indian Olympic fan army. With MPL Sports, our objective was to unveil the Billion Cheers Jersey, the first of its kind in Indian cricket history, in a memorable way. We broke the news on Twitter and leveraged the platform for the initial push which worked wonders. #BillionCheersIndiaJersey trended organically for the first 24 hours. We also used Twitter's Takeover feature to amplify the message. The campaign contributed to a 10X growth in overall traffic and led to a great deal of positive conversations for the brand." says Abhishek Madhavan, SVP, Marketing, MPL, on how the event-relevant content struck a chord with Twitter users.

Best brand connection with premium content on Twitter: Microsoft India (@MicrosoftIndia) for #MicrosoftAI and #SecurityForAll

Through Twitter Amplify, brands can align with premium content from publishers that their target audiences are interested in. That’s what @MicrosoftIndia did successfully, to become the brand leader leveraging premium content for its #MicrosoftAI and #SecurityForAll campaigns. The brand strategically committed to this approach with a steady drum beat of content over three quarters - collaborating with marquee business publications to engage audiences in high-impact conversations and win this title. “Today every company is a digital company, and the decision to implement cybersecurity is no longer optional. We looked at engaging thought-leaders in the tech B2B space to drive a credible share of voice in Data Security and Cloud/AI. And this is where our partnership with Twitter proved valuable." adds Hitu Chawla, CMO, Microsoft India.

Best brand connection to a cultural occasion: Amazon India (@amazonIN) with #DeliverTheLove and #DeliverThanks

To stay culturally relevant among consumers, brands must participate in conversations in real time - and what better an occasion to celebrate with audiences than Diwali? Ahead of the festive season, @amazonIN warmed people’s hearts with a moving video for their #DeliverTheLove campaign, which reminded audiences of the kindness of people during the pandemic. The brand also furthered its #DeliverThanks campaign this Diwali, encouraging people to express gratitude for its delivery partners. “We launched the second edition of our user generated campaign ‘DeliverThanks’ ahead of the festive season, which is a celebration of our frontline teams. The aim of this campaign was to encourage customers to share messages of appreciation for our frontline teams with creative ‘Thank You’ notes or poster at their doorstep, and then post the picture on Twitter and other social media handles with the #DeliverThanks. The response was overwhelming with more than 1600 very creative entries, and over 10,000 hashtag mentions with very warm messages of gratitude for our front-line teams!"says Suruchi Jajoo, Manager - PR, Amazon India.

Best brand connect with regional audiences: Netflix India South (@Netflix_INSouth)

Regional content has been on the rise, and as always, @NetflixIndia was quick to adapt. Leaning into the diversity of conversation on Twitter, the brand strengthened its connection with audiences across the four states of South India to create buzz around its growing slate of properties in Tamil, Telugu, Kannada and Malayalam. To become a part (and a driver) of entertainment conversations, the brand chose Twitter as its destination to launch a dedicated account - @Netflix_INSouth. The account debuted with a multilingual Tweet, and topped it with the launch of Namma Stories - a music video that celebrates stories from South India.


Best product launch on Twitter: Winners: Mahindra (@Mahindra_Auto) with #HelloXUV700 and Morris Garages India (@MGMotorIn) for the Astor with #TheAIAffair

For the launch of the #MahindraXUV700, @Mahindra_Auto leveraged a whole host of Twitter’s products across the launch cycle. It created awareness for the launch with a Reminder Card that doubled up as a teaser for the event, took over Twitter timelines on the day of the launch, and became the first auto brand to leverage Twitter’s Live Brand Studio and create a Live Events Page, which was the go-to destination for eager audiences to follow the big unveil. To keep up the conversation momentum, the brand used Promoted Tweets to promote video snippets from the event into people’s timelines. For the launch of the #MahindraXUV700, @Mahindra_Auto leveraged a whole host of Twitter’s products. It created awareness with a Reminder Card that doubled up as a teaser for the event and became the first auto brand to leverage Twitter’s Live Brand Studio and create a Live Events Page. "We adopted a digital-first strategy to connect with our customers in an engaging and immersive manner for the launch of the XUV700. Twitter has been a strategic partner through the entire journey. The Twitter playbook turned out to be one of the important solutions to amplify our launch. Leveraging the live events page on Twitter as the first OEM within the auto category gave us an added advantage . The unprecedented and positive customer engagement across all our platforms has generated a huge interest for the XUV700." says Harish Lalchandani, VP - Marketing (PV & Pikup) Automotive Division, Mahindra & Mahindra Ltd.


@MGMotorIn also took the Twitter launch route to introduce the MG Astor - India’s first car with a personal AI assistant. Unveiling #TheAIAffair to Indian audiences, the brand leveraged Twitter’s takeover products across the launch cycle - pre-launch, launch day and post-launch - creating a continuum of conversations across timelines. Following the launch, the brand also used Website Cards to drive performance through click-based campaigns, directing people to the bookings page on the brand’s website.


Best brand in the emerging category: Unacademy (@unacademy)


Edtech company @unacademy used a strategic mix of unconventional storytelling, creative execution and the credibility of voices such as that of Sachin Tendulkar during the cricket season. With campaigns like #TeachThemYoung and #MistakesTheGreatestTeacher, the brand’s great use of Twitter and success in attempting to redefine education for the country’s youth makes it the winner in this category. “We are living in a fast-paced digital world where the entire marketing ecosystem is flourishing and opening up different doors. In these evolving times, social media has stood out to be a game changer. With most of our students and learners on Twitter, leveraging these avenues to launch important campaigns has been a no-brainer. However it is important to keep in mind that business and marketing goals must go hand-in-hand, without hampering the flow of students’ progress. It should also ensure the broader goal of helping them reach their personal goals are met. Twitter as a platform is highly intuitive and interactive and our insight driven engagement approach of empowering students using these mediums during their break time has been a success. It has helped them understand the depths of our campaigns and steer them in the right direction. Twitter is an exhaustive networking tool, helping to connect to millions of learners and students in one go, our Teach Them Young campaign launched on Twitter successfully resonated with the intended crowd and evoked the needed pondering." says Karan Shroff, Partner & CMO, Unacademy.

Best brand connect to audio: Star Sports (@StarSportsIndia)

Bringing together the sports community in high-engagement conversations, @StarSportsIndia hosted several Spaces on Twitter - the service’s live audio product, with sports fans across the year. Tapping into Spaces’ popularity among Tamil-speaking audiences, Star Sports Tamil hosted Spaces for the community, giving fans a chance to connect with their favourite athletes and talk about exciting in-game moments. “We have been constantly collaborating with Twitter in our endeavour to sustain consumer engagement and hope that the constant innovation on the platform continues to elevate the consumer experience and opens new avenues of engagement." – a Star Sports Spokesperson.

Best brand connect to a moment: State Bank of India (@TheOfficialSBI) with #YogaAsanasWithSBI

@TheOfficialSBI aligned with the cultural moment of #InternationalYogaDay, and engaged its audience in an interactive campaign to help them enhance positivity and well-being in their lives. Building interest through powerful video assets, the brand engaged people with an auto-reply Twitter campaign, asking them to choose the kind of yoga they wished to explore. Each Tweet that engaged with the campaign was rewarded with customised replies demonstrating relevant yoga asanas. To scale reach and impact, the brand also used Twitter’s takeover assets on #InternationalYogaDay - owning the moment on the service.

Special mentions that didn’t make it to the top, but made conversations across Twitter timelines.

While just a few brands could make it to #BestOfTweets, there were several others that produced work worth talking about. Here’s a shout out to those brands.

The Association of Mutual Funds’ cricket season campaign that brought together India’s favourite cricketers to educate audiences about financial risks and investments, and Thums Up’s #Tokyo2020 campaign #PalatDe, which had people on Twitter cheering for #TeamIndia at the Olympics and the Paralympics - made noteworthy cases for moment-led brand work that inspired India.

Oppo’s festive launch show that gave audiences a chance to engage with the brand’s CMO in a live Twitter event earned a special mention too, as did Spotify India for its brilliant use of Twitter Spaces to promote the brand’s new offerings like #TheRJBalajiPodcast and #EnjoyEnjaami - its first Indian Spotify Singles.

The way forward in 2022

This year has been turbulent yet transformational, catalysing brands to reinvent themselves in 2022. For instance, the experiences of the pandemic have made Brands more conscious about their purpose, and about building a genuine connection with their audience. Furthermore, brands are now also experimenting with content that caters to a diversifying digital space.

Twitter is excited about these changes. Keeping its audience and technology at the core of plans for next year, it is identifying ways to support brands as they grow. In 2022, the company plans to innovate, design and scale customized solutions for brands on Twitter, making it easier for them to achieve their marketing goals.


Subscribe to Mint Newsletters
* Enter a valid email
* Thank you for subscribing to our newsletter.

Never miss a story! Stay connected and informed with Mint. Download our App Now!!

Edit Profile
Get alerts on WhatsApp
My ReadsRedeem a Gift CardLogout