MUMBAI: Coming fresh out of the Dentsu Webchutney Innovation Labs, a subsidiary of the Dentsu India Group, is a campaign that gives the over abused category of Happy Hours a much needed twist. Launched at Turquoise Cottage, a youngsters frequented pub, #HappyHoursRewind allowed people to, simply, turn back time. With a quick tweet, they could rewind the clock and make sure that happy hours never ended!

“Hundreds of bars all over the world run the same old schemes of extending Happy Hours, which begs the question - what does a bar have to do to stand out?” said Dentsu Webchutney Innovation Labs chief creative technologist Gurbaksh Singh.

Elucidating on the campaign he said, “The aim was to infuse freshness into the concept of ‘Happy Hours’ through technology.  For this idea, we experimented with an old school analogue clock, and integrated it with the digital sphere through twitter. We hacked into the clock and engineered it to move anti-clockwise when specific tweets were sent, giving us a way to rewind time.”

This campaign received more than 250 tweets in a single night, and resulted in Happy Hours going on till midnight even though the clock still showed 9pm!

The installation was set up in Turquoise Cottage and patrons were invited between 7pm – 9 pm to tweet with their views on ‘Why happy hours shouldn’t end’ using hashtag #Happyhoursrewind.

This is a pilot campaign that was undertaken at Saket outlet and will be replicated at other locations too, shortly.