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EOL 2019
A Movement to Empower Urban Lives
The Ease of Living Index 2019, introduced by the Ministry of Housing and Urban Affairs (MoHUA), aimed to rank 114 Indian cities on the parameters of economic ability, quality of life, and sustainability. However, this wasn’t just a government initiative; it was envisioned as a “People’s Movement”—a platform where citizens could actively share their thoughts and experiences about their cities.
We played a pivotal role in turning this vision into reality by crafting and executing a nationwide social media campaign that connected millions of citizens, creating a ripple effect of engagement and pride for their cities
To bring this vision to life, We partnered with MoHUA to design a campaign that would engage millions. Our goal was to transform a survey into a shared moment of civic pride—an opportunity for people to celebrate their cities while providing valuable feedback. The result? An inspiring nationwide response from 60 lakh citizens, redefining how we connect people with the cities they call home.
Our approach
To achieve these ambitious goals, we carefully crafted a campaign that blended strategic planning, creative storytelling, and data-driven insights. Our approach was designed to resonate deeply with urban citizens by tapping into their unique experiences and perspectives.
Through targeted messaging, visually compelling content, and an engaging digital presence, we ensured that the campaign not only reached the intended audience but also inspired them to actively participate in shaping the livability of their cities.
Digital-First Campaign
We launched a social media campaign called #MyCityMyPride to bring people together and make them feel proud of their city. We used platforms like Facebook, Instagram, and Twitter to share stories and experiences that would inspire people.
We created posts, videos, and other content that was both informative and emotionally engaging. We wanted to make people feel connected to the campaign and encourage them to share their own stories.
Social Media Outreach
1 Million+
Interactive Campaigns for Engagement
To foster meaningful citizen engagement, we designed a multi-faceted digital campaign that actively involved participants in various creative ways. Interactive quick polls and Q&A formats encouraged citizens to share their views on urban issues, creating a space for dialogue and connection.
Adding a playful and engaging element, we introduced gamified experiences like trivia quizzes that tested urban knowledge and fun
"Guess the City" filters that inspired a sense of curiosity and enjoyment. Together, these initiatives transformed the campaign into a vibrant and inclusive platform for collective expression and participation.
Guess the City
"Engaging citizens, celebrating cities, shaping urban futures."
Localized Content for Impact
Recognizing the diverse cultural fabric of Indian cities, we created content in multiple languages to ensure inclusivity and broad appeal. Each piece of content was carefully tailored to reflect the unique identity, traditions, and character of individual cities, making the campaign relatable and impactful.
This personalized approach enabled us to engage audiences from bustling metros like Delhi and Bangalore to smaller towns nationwide, ensuring that the message resonated universally while honouring each region's distinctiveness.
Driving Impact with platforms"
The social media platforms of the Ministry of Housing and Urban Affairs (MoHUA) and other urban development bodies became powerful amplifiers for the Ease of Living Index campaign. These official channels, with their extensive reach and credibility, played a pivotal role in engaging citizens across the nation. By regularly sharing updates, creative visuals, and compelling messages crafted as part of the campaign, these platforms inspired people to take pride in their cities and actively participate in shaping their future.
This collaborative effort ensured a unified message, driving a surge in awareness and participation while emphasizing the importance of livability and urban development at a national level. The involvement of these pages not only expanded the campaign’s reach but also highlighted the government’s commitment to making cities more livable and inclusive.
A Nationwide movement for livable cities
The Ease of Living Index 2019 was not just about rankings; it sparked a national movement that brought citizens together to discuss what makes a city livable. This campaign reached far beyond expectations, making the conversation about urban life accessible and engaging for millions across India
Through an innovative digital strategy, the Ease of Living Index 2019 campaign achieved remarkable outreach, connecting with millions of citizens across 114 cities. By leveraging the power of social media and targeted engagement tools, the campaign sparked dynamic discussions about urban living. Citizens actively participated in polls and surveys, sharing their thoughts on what makes a city livable and where improvements are needed.
The Ease of Living Index 2019 campaign proved that when people feel connected to a cause, they rally behind it with passion and pride. We helped turn a government initiative into a people-driven movement, creating a blueprint for future public engagement campaigns.
This wasn’t just about ranking cities—it was about reimagining how citizens and governments can collaborate to create better, more livable urban spaces.