The Challenge
As India’s cultural and linguistic diversity continues to shape how audiences connect, share, and consume content, ShareChat and Moj set out to reinforce their leadership in short-form storytelling.
With the second edition of the Short Form Big Impact Leadership Summit, themed “Culture is the New Consumer Intelligence,” the goal was clear: to spotlight how cultural signals, not demographics, are defining brand strategy, influence, and trust.
At the SFBI Leadership Summit 2025, hosted across two cities (Mumbai and Gurgram), we spotlighted a powerful shift: culture isn’t just context, it’s consumer intelligence.
The challenge was to:
01
Reassert ShareChat and Moj’s leadership in India’s regional short video ecosystem
02
Position culture as the new consumer intelligence and own the culture-first marketing landscape
03
Educate marketers
on how cultural signals, not demographics alone, shape trust, preference, and purchase behavior
04
Foster deeper collaboration between brands, agencies, and creators through a culturally immersive event experience
05
Ensuring every aspect of the event, from visuals to experience, mirrored India’s authentic cultural narrative, not just in discussion, but in design and delivery
The Solution
Strategic event ideation: Establishing culture as the new consumer intelligence
GainTailwind partnered with ShareChat and Moj to bring the theme “Culture Is the New Consumer Intelligence” to life through a cohesive strategic foundation built around three pillars:
Theme Conceptualization: Defined how ShareChat and Moj’s biggest strength, culture, would serve as the clutter-breaking theme for the summit, positioning the platforms as leaders driving the industry conversation and inspiring marketers to see culture as a strategic advantage.
Key Visual (KV) Design: Created a unifying visual identity inspired by India’s linguistic and cultural richness, blending regional scripts, symbolic glyphs from across states, and modern digital aesthetics to represent how culture shapes conversations.
Messaging Framework: Developed a cohesive messaging strategy to ensure a consistent narrative across the event’s panels, branding, and digital communication.
End-to-end experience design: Turning culture into a living brand narrative
From concept to culture on display
GainTailwind partnered with ShareChat and Moj to craft an immersive, culture-first brand experience, one that celebrated India’s diversity through every sensory and digital touchpoint.
From ideation to execution, our teams collaborated closely with the brands’ event and marketing divisions to ensure authenticity and cohesion at every step.
Speaker names on badges appeared in regional scripts, delegate badges unfolded to reveal platform insights, and the culinary experience paid homage to India’s regional flavors even down to cocktails named after brand narratives.
Every detail reinforced the summit’s central idea: culture isn’t just discussed, it’s experienced.
From concept to culture on display
On-ground, the celebration took tactile form. Speakers received the “Festivals of India in a Box” hamper symbolic keepsakes like modak candles (Ganesh Chaturthi) and peacock feather bookmarks (Janmashtami) that told a story of cultural richness and creative flair.
Delegates carried premium branded totes with thoughtful essentials the SC Times, portable chargers, and custom bottles extending recall long after the event.
Amplifying the Experience Digitally
To sustain momentum beyond the venue, a multi-channel amplification campaign was initiated with the brand partner, Economic Times Brand Equity.
A dedicated microsite, hosted across two cities, became the digital hub for event highlights, speaker sessions, and cultural insights. Surrounding it, newsletters, display campaigns, and social storytelling amplified visibility and sustained momentum turning the summit from a one-day event into an ongoing industry conversation.
Campaign performance highlights:
- Social Media:
- Editorial Coverage: Dedicated pre- and post-event articles on ET Brand Equity spotlighted key insights, speakers, and leadership session spotlights, building credibility and sustained visibility, driving 50K+ article views
- Display solutions: High-impact website placements, including 15-day MREC and leaderboard displays across both cities, ensured continuous audience engagement and event recall, resulting in 2L+ MREC impressions and 1.92L+ leaderboard impressions
- Email & Newsletter Integration: 7-day newsletter features and inclusion in Brand Equity’s daily newsletters drove awareness directly to the industry’s core audience, resulting in 8.2% mailer open rates and 16–18% newsletter open rates
Impact
The Short Form Big Impact Leadership Summit 2025 set a new benchmark for culture-first marketing in India. The event united brands, creators, and agencies in conversations that reframed how marketers view cultural intelligence across two cities.
By weaving culture into every layer, from content and conversations to design and experience, GainTailwind transformed the Short Form Big Impact Leadership Summit 2025 into more than an event. It positioned ShareChat and Moj as the cultural intelligence partners, shaping how India’s brands think, create, and connect.
