Redmatter winning bronze for best CSR/Social Initiative campaign at the e4m Maverick Awards
Hyderabad – In a remarkable display of creativity and impact, Redmatter Marketing Agency has made waves in the industry by winning a National award at the Exchange4media (e4m) Maverick Awards 2024, held at Four Seasons Hotel in Mumbai. The agency’s bold and loud creative strategy effectively engaged the general audience on a political topic—the Old Pension Scheme (OPS)—that typically garners little interest.
Redmatter’s approach to the campaign, #RefuseItDefuseIt, left no stone unturned in its mission to raise awareness about the inequities of OPS. By transforming an overlooked issue into an urgent call for action, the agency successfully captivated the public’s attention. Using Tollywood-style cinematic madness, Redmatter turned the campaign launch into a thrilling movie event. The campaign featured bold teasers and dramatic storytelling, portraying OPS as a ticking time bomb. This high-energy approach not only drew in viewers but also sparked widespread engagement on social media.
In addition to cinematic storytelling, Redmatter took a modern, interactive approach by creating a dedicated landing page where the public could cast their votes against OPS. This digital engagement was amplified with an extensive PR boost, mobilizing widespread public support.
Srikant Rajasekhurani, CEO of Redmatter, commented on the achievement: “Through this campaign, we wanted to go beyond commercial interests and contribute to a cause of national importance, and this award is a reflection of that. A huge shout-out to the entire team at Redmatter for your dedication and creativity. None of this would be possible without the collective effort and relentless drive of everyone involved.”
Dr. Jayaprakash Narayan, General Secretary of the Foundation for Democratic Reforms, praised Redmatter’s collaboration on this significant public policy issue. He highlighted their invaluable contributions to the campaign’s success and acknowledged the positive impact it has had on public discourse.
Celebrating this remarkable achievement, Rohit Tiru, Co-founder of Redmatter, proudly shared his excitement on LinkedIn, showcasing how the team cherished this milestone.
In his post, he wrote: “Redmatter – Marketing Agency won an exchange4media national award last night!! Here’s a peek into how a team like ours exchanges messages when something like this has happened for the 1st time.”
The #RefuseItDefuseIt campaign not only successfully transformed public perception about OPS but also prompted authorities to halt its implementation, even though it was part of their election manifesto. This significant victory illustrates the power of creative PR and collective effort in driving social change.
As Redmatter celebrates this well-deserved recognition, the agency remains committed to advocating for important causes that affect society at large, leveraging creativity and innovative strategies to inspire action and drive meaningful impact.