Philips partners StyleTurf for campaign around Valentine's Day

The consumer durables brand has launched a campaign urging couples to style themselves and share the picture on social media with the hashtag, #StyleTurf.

The personal care arm of Philips India has launched a campaign, #StyleTurf, which urges couples to style themselves and become famous. The campaign has been launched in association with MTV; the winner of the campaign will be featured in MTV's show, StyleTurf. The most stylish couple selfie will also win a date to a 5-star hotel and grooming products from Philips.

The campaign requires couples to share their pictures on social media platforms with the hashtag, #StyleTurf. Couples can also upload their pictures on the microsite (http://mtv.in.com/styleturf/).

The campaign is based on the simple insight that youth today want to become famous quickly and 'selfie' was the buzziest word last year. Philips, in association with MTV, decided to enable people to style themselves and be famous.

Activations have been launched to extend the campaign to colleges, malls and other on-ground touch points across Delhi, Mumbai and Bengaluru. It will also be promoted via radio stations across all these cities and will run up to Valentine's Day.

According to the brand, the campaign has already received more than 1,700 entries for the contest, which is expected to increase around Valentine's Day.

Speaking about it, Anurita Chopra, director, marketing, Personal Care, Philips India, says, "This campaign builds on three important elements - the buzz around selfies, youth's desire to be famous, and MTV's fantastic connect with our target group. Youth today wants to be famous overnight and do not want to wait for five-ten years, unlike the olden days. We wanted to give them a chance to do so along with the freedom to style and what better opportunity than around Valentine's Day."

Philips has created an all-new Twitter account for the property, and has been thanking its new followers individually, while promoting the contest.