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Axis Bank, Netflix India, Zomato, Cred and Star Sports, among others, figure in a Twitter list of the year’s most creative and engaging brand campaigns released on Friday.

Companies were selected for running campaigns to launch products, engage with users or motivate them to support small businesses during the coronavirus pandemic.

Global Twitter Next, a team that drives strategic and creative partnerships with brands across the globe, said it drew up the list celebrating campaigns and brand voices across categories in India that are the most innovative, creative and thoughtful in the year.

The criteria are varied and cover insight, idea, media strategy, execution excellence and how central the thinking is to the microblogging platform.

Netflix, for instance, bagged the best #OnlyOnTwitter campaign. The streaming platform used #NetflixMatchmaker hashtag under which it recommended content to the users who were tweeting a specific emoji as per their mood. Netflix runs this campaign every weekend to help people match their mood to what they could enjoy watching on its platform.

Star Sports’ campaigns for Indian Premier League (IPL) and Indian Super League brought the in-stadia experience to the phone by constantly engaging with fans virtually as both the leagues were played in empty stadiums.

Fintech startup Cred bagged the best new brand on the block for its first-ever campaign with videos featuring Bollywood stars such as Madhuri Dixit, Anil Kapoor and Bappi Lahiri—all seen auditioning for Cred ads.

“Cred and Netflix, in particular, are two distinct campaigns that have done really well this year. Personally, I have liked Cred’s campaigns because they are unique with a high recall value," said Shrenik Gandhi, chief executive and co-founder at digital agency White Rivers Media.

Food delivery platform Zomato emerged as the best brand voice on Twitter.

Axis Bank was the best brand for speaking out and standing up. Axis Bank took up the cause of supporting small vendors and businesses, who were badly hit by the pandemic, asking people to #ReverseTheKhata, referencing the bond between customers and their corner shop through a ‘khata’ (account).

“While brands that had a strong presence on Twitter were creating novel solutions to engage in the service, several new brands and sectors such as edtech and fintech also leveraged Twitter to build brand awareness," said Rishabh Sharma, head, Twitter Next India. “Advertising in 2020 was a lot more humane, sensitive and focused at engaging with society at large in a tough time."

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