Description
Sicko Leave was a digital-first campaign with the objective to Gen Z in Mumbai to attend a mid-week Travis Scott concert. Built on the insight that young Indians are unapologetic about taking leaves they are entitled to, the idea reframed sick leave as Sicko Leave. Inspired by Travis’ album Sicko Mode, the idea tapped directly into fan culture and Gen Z workplace humour. The campaign unfolded in five stages: a seeded LinkedIn post from a boomer manager reacting to a Gen Z employee’s Sicko Leave application sparked debate ; meme amplification across Instagram and X embedded the term into internet vocabulary ; a Gen-AI microsite let fans generate leave applications ; creators drove UGC ; campus activations brought the digital moment offline. The result: 15M+ reach | 25,500+ fan entries | National and Global coverage across NDTV, TOI, India Today, Afaqs, Mint, Complex, RapTV, Bars – with zero paid PR spend. The fandom already had momentum. We gave it an Indian,internet-native expression
