You can tell a lot about a brand by how it chooses to introduce itself.
Some go big with fireworks. Others choose speed, scale, and spectacle.
But then there are the ones who arrive with intention, who choose to speak gently in a loud room, because they know that the right message doesn’t need to shout to be heard. That’s what Cossouq did with #SamjhaKar.
Rather than launching with noise, they chose nuance. A campaign that spoke about empathy, visibility, and belonging, not just as marketing buzzwords, but as values they genuinely stood by. And helping that message find its moment? That was Chimp&z Inc., the agency behind the press and PR strategy that ensured this message resonated far beyond the digital video.
The Message Was the Moment
At the center of the campaign was Shriya Pilgaonkar, whose presence brought calm strength to the screen. She wasn’t just there as a celebrity; she was part of a collective voice, a voice that represented many, and invited even more to join. With the #SamjhaKar DVC, Cossouq wanted to remind audiences that inclusivity isn’t a trend, it’s a standard. And every frame of the campaign was built around that.
Crafting the Communication Around That Message
Rather than focus solely on the production or the names involved, Chimp&z Inc. built a communications strategy that revolved around how the campaign should feel to someone discovering it.
They ensured:
- The press release didn’t just describe, it resonated
- The tone stayed honest, highlighting the authenticity behind the faces featured
- And the media houses chosen reflected credibility, sensitivity, and relevance
This wasn’t a media blast. It was a media match, carefully placing the story where it would be truly appreciated.
Where It Landed (and Why That Mattered)
The campaign caught the attention of major trade and business media, including:
- Financial Express
- Economic Times
- Campaign India
- Branding in Asia
- Marketing Mavericks
- Roast Brief US, and more
It also gained a spotlight in publications that care deeply about the messaging and social impact of advertising, like Social Samosa and Campaign India’s Top 50 Ads of the Year. This kind of coverage doesn’t happen by accident. It happens when the message being shared is genuine, and when the people sharing it know how to let that shine.
The Numbers That Told a Story of Their Own
Here’s what success looked like in reach:
- 1.9 million+ monthly page views through global trade media
- 140 million+ total impressions from national coverage
- 304K+ organic video views across platforms
- Featured in over 9 high-profile publications and collaborations
But if we’re honest, the real impact lived in the shares, saves, and comments. In the way people tagged friends. In the DMs saying,
“This made me feel seen.”
“More brands should talk like this.”
Why It Worked
Because it didn’t try to change people, it tried to understand them.
And because Chimp&z Inc. helped craft a strategy that honored that empathy in every communication touchpoint. When a campaign is born from values, guided by clarity, and backed by a team that understands the culture, it doesn’t just make noise, it starts conversations.
Your Brand Can Be Part of That Conversation Too
Great marketing doesn’t just say “look at us.” It says “we see you.” If your next campaign is about more than just metrics, if you want to start something that matters, reach out to us.
