The tradition of Thanksgiving started 400 years ago to celebrate the union of the colonists and the Indians( not us Indian, the other ones). The day after Thanksgiving is celebrated as Black Friday, a day of discounts, sales and crowds in American stores. This year the Indians( this time I mean us) got a taste of Black Friday, thanks to H&M.

H&M kicked off the traditional Black Friday Sale in India for the first time with the intent of dominating this entire idea. However, in order to dominate the concept of Black Friday, people had first to be made aware of what Thanksgiving was, since the traditions of Thanksgiving Day do not exist in India.

Kreativ Street created and executed a two phase, two day Twitter campaign for H&M India. The campaign started on Thanksgiving Day, featuring #ThankYouHM, a contest inviting people to talk about why they are thankful for H&M, where winners received Rs. 3000 gift vouchers from H&M.

The next day mere hours before the Black Friday sale started, the second phase of the campaign, #HMBlackFriday was launched. #HMBlackFriday trended nationally for 10 hours. The buzz created far exceeded all expectations, generating more than 57 Million impressions and over 6900 tweets.