JCB: Digging out of a digital ditch

Construction machine brand JCB turned the tables on a negative tweet to boost its popularity among its target audience in India.

Campaign details

Brand: JCB Brand owner: JCB India Pvt. Ltd. Agency: McCann Worldgroup Market: India Industries: Property & construction Media channels: Online video, Search marketing, Social media, Websites & microsites Budget: No budget

Executive summary

Imagine you’re an earth-moving equipment brand, minding your own business, and you wake 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.

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