JCB: Digging JCB out of a digital ditch!

British construction machine brand JCB took to social to turn a tricky Twitter situation to its advantage in India.

Campaign details

Brand: JCBBrand owner: JCB India Pvt. Ltd.Agency: McCann WorldgroupMarket: IndiaIndustries: Industrial & manufacturingMedia channels: Search marketing, Social mediaBudget: 0k

Executive summary

Imagine you're a construction machine brand, minding your own business, waking up one day to discover that your name has gone viral for all the wrong reasons through no fault of your own! That is the story of JCB in India.

JCB was predominantly active in the B2B space, with limited to no consumer interaction. Key opinion leaders and influencers in the trade were...

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