Chatpat

Winner of a 2023 Clio Grand Award for Use of Talent & Influencers
Winner of a 2023 Clio Silver Award for Cause Related
Winner of a 2023 Clio Silver Award for Use of Talent & Influencers
Winner of a 2023 Clio Bronze Award for 31 seconds to 60 seconds

This winning entry titled 'Chatpat' was entered for SOS Children's Villages by FCB Chicago & FCB India, Chicago. The advertising agency is part of the agency network: FCB and holding company: Interpublic Group.

30 million abandoned and orphaned kids in India live in poverty and face a dim future. A problem that’s not solved by the Indian government alone.

Since 1949, SOS Children’s Villages, a donor-based organization, has been helping abandoned or orphaned children to create a safe environment and a better future. But every year SOS faces increasing costs and severely needed more sizable, stable and continuous donations. The kind of donations you can only get from corporations.

So, with SOS kids at the center, we devised a unique fund-raising model to convince India’s largest corporations to turn some of their huge marketing budgets into donations to SOS.

We created Chatpat, a lovable and persuasive 10-year-old influencer with street smarts, who painstakingly recreated frame-by-frame India's most iconic commercials from the most recognizable brands, and then publicly offered those recreations to the brands on social media in exchange for donations to SOS.

From Cadbury to Tide, Chatpat turned the biggest commercials into viral films, each film with the call to action for corporations to donate. The recreations were too charming to skip and resonated with millions of people who connected with these iconic commercials from their own childhood. Including today’s biggest CMOs.

Through Chatpat’s social handles, we posted these commercial recreations on social media, starting with LinkedIn and Instagram, tagging the brands and specifically targeting CMOs to reach the most influential people in those corporations.

10-year-old Chatpat was immediately loved by everyone and became a celebrity. His army of fans and followers helped turn him into a viral success overnight, making him impossible to ignore by corporate brands. Relying entirely on buzz and earned media, he increased brand impressions by 1506%, increased corporate donations by 61.5% from the year prior and created an all-new fundraising model for the future of SOS.