Bedbathmore.com challenges bollywood heart throb Hrithik Roshan to shop for a cause in campaign via Scarecrow Communications

One of India’s fastest growing online linen stores, BedBathMore.com leveraged an opportunity to garner eyeballs and attract traffic to their site in an interesting manner. Conceptualized by Scarecrow Communications, the brand tweeted the dare and put up the tweet on just one hoarding at Juhu – in Bollywood heart throb, Hrithik Roshan’s neighbourhood.

As part of the promotional campaign for the movie, Bang Bang, Roshan (pictured) has been challenging his celebrity friends and fans with crazy bang bang dares. For example, Roshan dared King Khan to share an image of his favourite abs exercise. Shah Rukh Khan went a step ahead and shared a video of his complete workout regime that helped him develop his envious eight-pack abs for Happy New Year. Among the celebs who took up Roshan’s challenge were actors Shah Rukh Khan, Farhan Akhtar, Nargis Fakhri, Priyanka Chopra and Ranveer Singh.

This is where Bedbathmore.com swung in action. The brand challenged Hrithik Roshan with an unusual #bangbangdare – Shop for bedsheets from bedbathmore.com and in return, bedbathmore promised that whatever he buys + Rs. 5 lacs will be donated to city hospitals.

Within a day, on Sep 30, the superstar accepted the challenge.

Says Raghu Bhat, Founder Director, Scarecrow Communications, “When technology, speed of response and creativity combine, magic happens. This is also a great example of how a traditional media like a hoarding can be used effectively, in today’s digital world. The idea started with a 20 X 20 hoarding but led to an avalanche of online and offline attention, that too after spending peanuts.”

Says Sarvesh Raikar, ECD, Scarecrow Communications, “Today, it’s all about being connected to what’s happening around you and speed – agencies not only need to think fast, but even the clients have to respond fast. BedbathMore.com & Scarecrow did just that. And hat’s off to Hrithik for being such a sport!”

Credits – Creative: Sarvesh Raikar, Kapil Tammal, Lalit Sakurkar, Yogesh Rizhwani, Zohar Furniturewala, Nikhil Kerkar. Account Management: Swapnil Jadhav, Amitabh Sreedharan.