We conceptualised #IAmLuckNow, a digital-first, user-generated campaign (UGC) that paid tribute to the city of Nawabs through its people.
The idea was to spark nostalgia and pride by inviting residents to share personal stories, memories, phrases, and experiences that defined their Lucknow. By letting the city speak in its own voice, we aimed to revive its timeless charm and cultural spirit.
The Execution
In partnership with The Times of India, we rolled out a large-scale UGC campaign across digital platforms and it proved to be ‘One of a kind’.
From architectural marvels to stories of Tehzeeb, food, and everyday life, the campaign became a collective narrative shaped by the residents themselves. The focus was to create a strong regional connect, blend tradition with digital storytelling and consequently revive the brand recall value and gain engagement.
The campaign stood out for its authenticity, emotional depth, and community-driven approach.
#IAmLuckNow evolved beyond a campaign into a celebration of identity.
More than delivering strong numbers, it reignited the city’s collective pride and strengthened TOI’s bond with its audience. By tapping into nostalgia and lived experiences, the campaign resonated deeply with the people of Lucknow, celebrating not just its heritage, but the warmth and spirit that truly define the city.
