MUMBAI: To create awareness about its range of wireless earphones, Mivi has released a new interactive campaign on its social media page called #EndTheTangle, created by Dentsu Webchutney. It asked users to untangle a pair of tangled earphones using Instagram’s ‘Save to Collection’ feature.

If users saved the images from the Instagram grid of a pair of tangled earphones in the right order in their saved folder, they got the chance to win 5 Mivi Conquer Wireless Earphones. Dentsu Webchutney’s innovative use of Instagram resulted in an outpour in response, with over 15000 entries in 3 days.

Dentsu Webchutney, Bangalore client services director GD Prasad said, “The insight was dead simple – people dislike untangling earphones. The team has delivered a lot of Instagram innovations this year and we’re glad to see people participating with enthusiasm on each and everyone.”

Mivi.in CEO and founder Viswanadh Kandula said, “We wanted to change how audio brands interacted with their audience on the internet, and at the same time, how the audience experiences our products. The current generation looks at exciting experiences around product launches. With #EndTheTangle, we managed to capture our audience with an experience that perfectly captured their everyday struggles. Since we have exciting products in the pipeline for 2019, Dentsu Webchutney has gotten us off to a flyer.”