Agency Campaign Stories

From Offline to Online: The Digital Rebirth of Niracharthu, a Painting Competition

In a world filled with colour and wonder, there’s a universal truth that children, those little dream weavers and creative souls, hold a special place in their hearts for one art form that transcends
language and culture – painting. The canvas becomes their playground, and the paintbrush their wand, conjuring dreams, creativity, and boundless happiness.

‘Niracharthu’, a radiant painting competition designed exclusively for children by KLM Axiva Finvest, where every year, a kaleidoscope of young talents assembles with their palettes of vivid hues. The sheer enthusiasm of children and their parents have transformed Niracharthu into a cherished annual event, eagerly awaited by many.

But, as fate would have it, in the year 2020, when the world came to a standstill due to the unforeseen pandemic. The colours, once so freely splashed on canvas, were temporarily muted, and the excitement of children was put on pause.

In the midst of this challenge, a digital ray of hope emerged: Antz Media, the digital marketing experts, were ready to lend their expertise and be the digital partner that Niracharthu needed. As they say, when one door closes, another one opens, and they see an opportunity to explore the untapped scope of Niracharthu online.

With enthusiasm and creativity, Antz Media presented their visionary idea to the KLM group, who couldn’t have been happier to embrace this digital transformation and relaunch the painting
competition online. Everyone involved understood the profound significance of this endeavor, recognising that, especially in times of crisis, children needed the outlet to express themselves
and participate in an activity that brought them joy.

The remarkable achievement of 111 children participating, along with the impressive 5 lakhs in post-reach and the significant enhancement of KLM’s online brand visibility, stand as a testament to the profound impact this online transformation has had.

The digital transformation of Niracharthu was nothing short of a revelation. It was not just a success; it was a colossal triumph! The number of participants exceeded all expectations, breathing new life into the competition and reaffirming the belief that art, in any form, has the power to uplift spirits and bring people together, even in the face of adversity.


Aria Anand