A recent report by KPMG India and Eros Now shares OTT statistics India, content consumption trends, and more.
KPMG India and Eros Now launch the report, ‘Unravelling the digital video consumer: Looking through the viewer lens’, that takes a dive into the consumption habits of the Indian OTT viewers and content preferences, across 16 Indian cities and shares interesting OTT statistics India.
Key Insights from the Indian online video consumer-survey:
• The Indian OTT viewer spends approximately 70 mins/day on online video platforms, with a consumption frequency of 12.5 times a week i.e. more than once a day. Viewers are also accessing ~2.5 platforms at a given time. While the customer sets are fairly heterogeneous, there is a trend of homogeneity that was observed in terms of consumption frequency and duration across age groups, income levels, and genders.
• Indians continue to love their movies and movie-related content; 30% of the respondents prefer watching movies on OTT platforms.
• Original content is fast emerging as an important category, with close to 10% respondents alluding to a preference for the same. This is significant given the limited supply on original content on platforms at present, as compared to library content.
• Long form content is gaining traction, while short form content continues to remain relevant, especially to cater to the millennial audience.
• 30% of the respondents prefer watching content in languages other than Hindi and English. The preference for content consumption is significant in the native languages across large parts of the country, with south India observed to be the most loyal to their native tongue.
• 87% of the respondents consumed content on their mobile phones, with nearly 28% of the respondents consuming content during the traditional office hours of 10 AM- 6 PM. Online video in India is truly an ‘Anywhere Anytime’ phenomenon.
• 3 out of 10 users are watching online video on telco platforms, outlining the importance of the medium in terms of distribution. Integrated telco billing is one of the factors that is likely to help drive VOD subscriptions in the future
• Freshness and uniqueness of content the key determining factors for installation and uninstallation of apps, as well as respondents subscribing to platforms; 87% of the respondents install an app considering the quality of content
• OTT video could usher in cord-cutting sooner than expected; 38% Of the respondents could consider cord-cutting in the future as they responded to their entertainment needs being fully met online.
Girish Menon, Partner & Head Media & Entertainment, KPMG in India, said, “With consumption now going mass and viewers spending close to 8.5 hours a week on online video, we see a homogenous pattern of consumption emerging cutting across age groups, income levels and professions. Our report also touches upon the future of this consumption evolution, and how online video could potentially disrupt traditional distribution in the coming years.”
Rishika Lulla Singh, Chief Executive Officer, Eros Digital, said, “India is one of the fastest-growing entertainment and media market globally and is expected to keep that momentum. As data and digital infrastructure has become exceedingly accessible even in small cities of India, the market for OTT has widened enormously.”
Methodology
The Indian online video consumer- survey was commissioned across 1,458 OTT users in 16 cities of India, to ascertain the usage of OTT platforms by consumers. The cities chosen were across different tiers as outlined below:
“One girl will be everyone’s dream”. But who’s the mystery girl? Who is Pooja? While the movie answers that question we take a look at the Dream Girl marketing strategy.
Dream Girl makes an entry into your lives seamlessly posing the persistent question and bringing a quintessential enigmatic aspect to the character. But will you eventually find your Pooja? The Marketers of the movie leverage this query in a rather witty manner. Find out more about the Dream Girl marketing strategy.
Directed by Raaj Shaandilyaa and backed by Ekta Kapoor, the film is set in the backdrop of Mathura with Ayushmann Khurrana and Nushrat Bharucha as the leading characters.
Touted to be treading in a different territory, the film is based on the Dream Girl enacted by none other than Ayushmann Khurrana who gets into the job for solving problems on an Adult Hotline. With his svelte voice meandering into the hearts of lovelorn men and women, alike, Pooja becomes the talk of the town when all her lovers want to find the face behind the voice.
Khurrana, having a track record of quirky and unique choice for movies like Vicky Donor and Badhai ho, takes on a bold move to play in an effeminate voice of Pooja.
We delve into the movie marketing tactics for the rib-tickling family drama and comedy, Dream Girl.
Who is Pooja?
Dream Girl’s social media marketing agency, TheSmallBigIdea , left no stones unturned to create an unfrazzled buzz around, ‘Pooja’.
‘Who is Pooja’ was executed on social media prior to the launch of the movie trailer. A call recording of a mellifluous female voice having a conversation with some of the famous celebrities was depicted in the video with a clandestine air to it.
Each of the ads was scripted in a manner that built up the curiosity and the excitement on the enigma of the caller.
Post the hype created, the much-awaited trailer was launched across all social media channels.
Before the trailer launch, Ekta Kapoor shared a video with Ayushmann and Nushrat saying Pooja Calling. The trailer garnered 15 million views in just 24 hours of its release.
Within two hours of the trailer release, the makers received 52993 calls on WhatsApp, 167274 incoming messages and 209398 outgoing messages on chat. The actual frenzy for the movie was witnessed when in the evening almost 1000 people were calling simultaneously on WhatsApp.
Later, BookMyShow officiated the IVR number and redirected the viewers to get a chance to call and speak to Pooja.
The unmissable eagerness of fans to reach Pooja didn’t go unnoticed by the makers. To keep the buzz alive, they made Pooja aka Ayushmann Khurrana available to chat on major social media platforms such as Instagram, Telegram, and even Facebook apart from the ‘Whatsapp frenzy’.
Pooja was brought alive to be able to chat with the viewers and solve all their problems or simply entertain them.
While the trailer continued
to garner rave reviews from the viewers, the makers introduced the crackling
ensemble of the Aashiqs of the protagonist ‘Pooja’-
Amidst all the madness, the marketers created buzz around each of the foot-tapping songs of the movies, released with each song treated as a separate campaign.
As the movie tests its luck on the silver screen today, let’s look at the factors forging The Zoya Factor Marketing Strategy.
The Zoya Factor’s marketing mix involves diverse aspects, use of various methods, mediums and more. An interesting key takeaway from the movie’s marketing strategy is how they tap on the consumers’ behaviour, instead of focussing on consumer behaviour.
The storyline of the movie revolves around the life of Zoya, an advertising executive played by Sonam Kapoor Ahuja, who finds herself being considered a good luck charm for the Indian cricket team during the World Cup. The movie is an adaptation of Anuja Chauhan’s book published in 2008 of the same name.
It is fair to assume that a lot of people across demographics believe in the concept of luck, which is also a dominant constituent of the movie’s storyline. This is where the consumer’s behaviour and the movie’s marketing mix coincide. ‘Luck’ as a theme was creatively infused in the campaign, coupled with conventional fragments.
Let’s look at the factors that forged The Zoya Factor’s Marketing Strategy.
The Pre-Buzz Factor
Pre-buzz around the movie was created by introducing Zoya as “India’s lucky charm”, indicating that the charm would be revealed on August 22. This helped pique viewers’ interest by leaving them with a cliffhanger.
The Zoya Factor’s teasers were more or less a series of teleshopping ads that sells the ‘Zoya Kavach’, with no mention of the movie apart from a ticker on the bottom stating the release date of the trailer.
Along with millions of views, the trailer was also able to garner praises in the form of tweets from various notable personalities. Though these reactions can be considered a friendly gesture, they were fairly promotional too for each reacting individual has a strong social media presence and influence of their own.
Sachin Tendulkar
Just watched the trailer of 'The Zoya Factor'. All the best to my good friend @AnilKapoor’s daughter @sonamakapoor & @dulQuer for this movie.
The Zoya Factor’s association game was fairly strong. This segment of their marketing set had elements of ‘call to action’ advertising. Associations with brands were scattered across diverse industries such as gaming, decorative paints, cinema and more. These were aimed at inducing app downloads and appealing people to create user-generated content in the probable hope of increasing awareness about the movie along with its brand recall. Rewards were also offered as an incentive.
Bumble India
Bumble India offered a date with Zoya Solanki Aka Sonam Kapoor along with Dulquer Salmaan to new and existing users upon matching with The Zoya Factor profile card in the Bumble app on Date, BFF or Bizz mode.
The association with Paytm First Games consisted of the platform offering cashback and a chance to meet the lead actors in the movie, upon downloading the app.
Clove Dental held a contest by appealing the audience to send a smiling selfie with a nimbu-mirchi in the frame, incentivising the activity with a chance to win movie tickets.
In association with the movie, ‘Pepsi Ki Kasam’ was launched, with a few ‘subtle’ product placements in the video and lyrics, with the lead actors grooving on the track.
The Vlog Factor
Sonam also created a series of vlogs, to reveal what goes on behind-the-scenes during the film’s promotions. In the first vlog, Sonam takes us through the day of her trailer launch. Similarly, each day is a candid depiction of her offline promotions, Press Meets, and her daily life. She posted one vlog every day until the movie’s release.
The audience interest in an actor’s off-screen life could be seen if one were to look at the number of views these vlogs garners on IGTV: each had somewhere close to eight to ten lakh views.
The vlog factor has proved to be new age and an adequately constructive method of movie marketing. The vlogs are available on IGTV and YouTube.
The movie ran a campaign wherein an impressive line-up of celebrities such as Ranbir Kapoor, Twinkle Khanna, Katrina Kaif, Varun Dhawan and Alia Bhatt share their lucky charm.
The viewers were also encouraged to share their lucky charm using the hashtag #WhatsYourLuckyCharm.
All of these celebrities have a fan base of their own, and them coming together resulted in a strong influencer outreach campaign.
The whole promotional campaign, the launch of the teasers, trailer, music launch, and more, were primarily rolled out on Sonam’s social media handles.
With Sonam’s community being 14 Million strong on Facebook, 21 Million on Instagram and 12 Million on Twitter, it’s pretty clear that Sonam’s online presence was the strongest aspect of the movie’s marketing strategy.
From a post sharing her look for the movie’s promotions till her vlogs, each post she shared received tons of engagement.
Releasing this Gandhi Jayanti, War stars Hrithik Roshan and Tiger Shroff. War movie marketing strategy is centred on promoting them as opponents.
What happens when an agent has to put a gun to his mentor’s face? It can be ascertained from the trailer that War is a movie about an agent who has gone rogue and the only person who can tackle him is his student. The exchange between Hrithik Roshan (mentor) and Tiger Shroff (mentee) is about these lessons and how to stay true to them. Every face-off in the narrative is a chance for viewers to pick teams and select between the two. This can be evidently seen in the War movie marketing strategy too.
Hrithik Roshan and Tiger Shroff both extensively used their personal profiles to create buzz for the movie and strengthen their teams. They replied (quote tweet feature) to various people who appreciated the trailer or their dance moves. This helped add a personal touch to the communication as well as increase its reach.
Hi Guys! I have a personal request to make. We have made #WAR with a lot of hard work, blood, sweat and love. Please protect our spoilers when you see the film because it will immensely add to everyone’s movie watching experience. Trusting you all with this.
A contest was run by Yash Raj Films across social media platforms, encouraging people to answer simple questions and win merchandise. The questions asked were related to the movie with an aspect of nudging people to watch the trailer of the movie.
Cinema listing creatives have been extensively shared to ensure that people know about the spaces they can watch the movie at. One of the interesting aspects of the War movie marketing strategy was how they shared every official posted in Tamil and Telugu as well. They were effectively able to portray the scale of the movie’s release in the country. It also added a layer of inclusivity to the mix.
With both the male leads being known for being good dancers, a strong selling point of the movie is the visual treat that the songs have been portrayed as. Two songs, in particular, Jai Jai Shiv Shankar (where both the male leads dance their heart out in celebration) and Ghunghroo (a romantic number with the female lead played by Vaani Kapoor) were used extensively to create interest in the movie.
In order to promote War, Hrithik and Tiger went all out on prominent prime time reality shows like Nach Baliye and The Kapil Sharma Show. Here, there were two prominent themes — dance and entertainment. They participated in the shows, danced to the tunes of their upcoming movie, interacted with audiences and entertained viewers with comedy. The aspect of two teams reflected here as well and was well integrated with dance-offs.
Going the traditional route, the lead actors of the movie featured on multiple magazine covers, something they took to social media to promote. The covers helped establish the lead pair as a desirable couple and the lead actor as one to watch out for. This not only added value to the movie as a brand but also their personal brands. The story pegs, of course, were direct promotions of the movie.
The Sonata Durga Pujo campaign aimed at cutting through the clutter by rolling out regional an ad film supported by a peppy soundtrack. Experts decipher if the campaign managed to achieve what the brand aimed at.
Sonata Durga Pujo campaign joined the Pujo celebrations by launching a musical titled, #PujoWithSonata. From indulging in mouth-watering delicacies to pandal hopping to adorning new attires, the youth have been making the most of the festival. With its new campaign Sonata has targeted young, Bengali Durga Puja revelers in West Bengal and the rest of India.
About Sonata Durga Pujo campaign
Sonata Durga Pujo campaign was released in the form of a regional film, to cut through the clutter with campaigns from multiple lifestyle brands during the festive season. With a catchy music track and a peppy visual approach, Sonata aimed at improving the recall in consumers’ minds.
The film’s a short musical with young actors who are putting together their looks through the Pujo period with Sonata’s new, stylish ranges.
Campaign
Objective
To establish Sonata as a strong fashion player during the five days of Durga Puja. The objective is two-fold:
To show that no Puja outfit is complete without a Sonata watch
To showcase the brand’s latest and modern range of watches for men and women
Utkarsh Thakur, Marketing Head, Sonata stated, “With dressing up an integral part of Pujo, Sonata complements every ensemble with its assortment of trendy products that are in sync with the demands of today’s consumers. We hope that this celebratory film will help consumers choose a Sonata for each of their Pujo looks!”
The Brief
The brief from Sonata to Brandmovers India, the agency for this campaign, came with some interesting challenges. The task at hand was to change the perception of the brand and establish a trend to put Sonata watches at the center of ‘Pujo fashion’.
Creative Thought Process
BrandMovers India knew it had to create a fashion film but with a difference. “That’s when the idea of a musical came to mind. The surreal and happy experience of those five days of Pujo could only be communicated with a visual treatment just as surreal and happy and that’s exactly what we’ve tried to do while keeping Sonata at the center of the narrative all along”, shared Adrijaa Sanyal, Creative Director, Brandmovers India.
Also, the whole idea of coordinating different outfits with different watches, just as one would do with their shoes and bags had to be brought to the forefront. Now the agency’s only hope is to see this film play out in reality (well, as much as it can) this Pujo.
From spreading chatter around best festive looks with Sonata watches to engaging a few influencers to share elegant looks, the brand kept content coming in.
Go super ethnic in a dashing kurta-dhoti combo and a stylish watch by Sonata to add up to your festive look this…
Sonata bet big on vernacular music and visual approach for the ad film; Social Samosa spoke to industry experts to understand if the proposition of Sonata Durga Pujo campaign helped the brand create differentiation.
Musical as a communication genre has been used many times before. So, as far as the newness of the ad goes, it may not stand out much. In terms of the brand concerned, it appears more like a clothing brand rather than a watch brand.
Even though there were some references to the product. The music is nice and choreography is kind of ok. But, it has no story which can keep one engaged. Happy to watch but may not remain etched in memory.
Mithun Mukherjee, Creative Director, Grapes Digital
Sonata fits in their products in the various events during Pujo. The whole thing has a ‘musical’ feel, where actors bring the storytelling to life with a nice narrative. The film also captures the see-saw like the emotion that the festival brings for Bengalis, with a celebration in the beginning and a twinge of sadness as Dashami comes round the corner.
However, while the execution might be interesting, brand visibility seems to get a little lost. With fleeting glimpses of the watches, the recall tends to fizzle out a little.
Aakash Chatterjee, Regional Head – West, WATConsult
To start with I like the concept and the packaging of the film. The film very well connects with how the youth likes to celebrate the festival and successfully integrates their products and USPs. The lyrics of the song are fun and made me a bit nostalgic while, I personally feel that the music could have been a little more catchy to strike a much deeper connect. But, overall, this campaign indeed showcases the power of simple vernacular videos for young digital audiences.
Shubho Sengupta, Brand Consultant
It’s very sweet. Nicely art directed, catchy jingle. I am sure it will work for the demographic it’s targeted at.
With some stirring emotions and compelling performances in the movie, ‘The Sky is Pink’ also takes on the Socioverse and prominent platforms with its movie marketing tactics.
“Whether the story of
Panda and Moose is a hit or a flop, am definitely going to receive the ‘Best Villain’
award, says the sassy and spunky, Aisha Chaudhary.
With such quirky lines, ‘The Sky is Pink’ is a movie through the lenses of Aisha. It depicts an emotional saga of her debilitating condition with the love story of Niren aka Panda and Aditi aka Moose, spanning over 25 years.
Directed by Shonali Bose
and Produced by Ronnie Screwvala, the movie is a narration by the already dead,
Aisha. She develops Pulmonary Fibrosis, a rare immune deficiency syndrome, post
a bone marrow transplant in childhood.
There are occasional moments in the movie which shine with truth and can leave you with smiles and tears, both at the same time. But does the movie marketing gimmicks of the film shine through in the Socioverse and the media industry? Let’s have a look!
Trailer your way
The Sky is Pink which released today, put forth the funky trailer with the dazzling star cast helmed by Priyanka Chopra and Farhan Akhtar.
The movie intertwined
brand contests in tandem to the film story.
UC Browser
UC Browser launches its ‘Your reason to watch the movie’ Contest which prompts the viewers to cite their reasons to watch the movie. The lucky winners with interesting answers get free tickets.
#ContestAlert#TheSkyIsPink The Sky is Pink is an upcoming inspiring movie about a family that stood the test of time. Can you name the four main characters of that family in the movie? Comment your answers below to win tickets of the movie- In theaters 11 October 2019 pic.twitter.com/IM8XQ2Lzq4
In an attempt to decode her own tweets, Priyanka Chopra goes on to decipher her posts on twitter to bring to us some chuckle-some moments, just a day before the release of the film.
The Sky is Pink led by
Priyanka got on the promotional bandwagon with content collaborations with popular
influencers and brands on various platforms.
IDiva in Raju ki mummy style
When Dolly from iDiva conjoins with Priyanka, with her relatable jokes in Raju Ki Mummy Style, all you get is roll-over comedy and full-on entertainment. Raju ki Mummy educates the viewers on issues when you become a mother and how to handle a child in her style.
Priyanka speaks her heart out with the YouTuber on his prominent podcast channel-‘ The Ranveer Show’ on almost everything under the sun, this world mental health day with the Sky is Pink overhead.
Rickshawali Rapid fires
The Rickshawali didn’t stay far behind with her rapid bombs with the diva.
The movie witnessed some heart-warming responses from the mammoths of the film fraternity, moviegoers and guests of the special screening event in Mumbai, alike.
#TheSkyIsPink is a film that understands and breaks down the specifics of grief, unravels the lingering agony of trauma and argues that the fragility of life is precisely what makes it so precious. It’s a happy film about unbearable sadness. Review: Ankur Pathak (@aktalkies) October 9, 2019
With the quest of Bala and gang attempting to find true love, Social Samosa takes a look at the Housefull 4 Marketing Strategy.
Touted to be the reincarnation comedy of the year, Housefull 4 is all set to foray the silver screens in the Diwali. Fourth from the Housefull franchise, under the banner of Nadiadwala Grandson Entertainment, the ‘crazy story of confusion’ is expected to be a laugh-a-riot with Akshay Kumar returning to the Comedy genre. The comedy is creating a buzz in the socioverse, with cast going all and about. A look at Housefull 4 Marketing Strategy.
Welcome to the World of Housefull 4!
The moviemakers shared a glimpse of the regal look of the re-incarnation comedy through an antic-looking book for the trailer introductions. With the launch of the complete trailer, #Housefull4 garnered millions of views within 24 hours.
Backed by a stellar cast, Housefull 4 released the quirky characters of the film on social media, creating buzz and intrigue. With the ‘then & now’ approach, each character was represented in two avatars. An interesting thing to note is the look-and-feel of each poster in the archaic form.
A post shared by Sameer (@sameeranjaanofficial) on
#TheBalaChallenge-
Akshay Kumar started the trend while promoting the film in Hyderabad on Twitter. It soon went viral with noted celebrities and audience, alike, posting their version of #BalaChallenge.
Composed by Sohail Sen and voiced by Vishal Dadlani, the foot-tapping number took the world by storm where corporates even chose to take it up as a stress-buster.
Be it at airports or offices, people got swept with the #Bala wave.
With FCB Ulka’s Project Streedhan creating waves with #InvestInIron, Social Samosa asks industry experts to share views on the campaign.
A common thread to Slice beverages and Katrina Kaif are advertisements featuring her, devouring mangoes in a sensuous manner. It is perhaps the first imagery that strikes a chord when one looks at the Project Streedhan film that is being shared online with #InvestInIron. Stemming from the statistic that one in two Indian women are anaemic, the project aims to bridge the gaps of awareness. However, the depiction of women in that manner got them flak by netizens. We explore what the industry feels.
Dhanteras is a festival where buying gold is considered auspicious. The group of buyers predominantly include women. Project Streedhan aims to nudge women to #InvestInIron, in their good health just as they do with gold. That they should take care of themselves and eat iron-rich foods. It is a CSR initiative of DSM, a global major specializing in solutions for Nutrition, Health & Sustainable Living. The campaign has been conceptualised and created by FCB Ulka, with Kinnect handling the digital footprint.
Diving into the campaign
Explaining the target audience of the campaign, Swati Bhattacharya, CCO, FCB Ulka tells us that the audience is practically every woman who has access to education, internet, and nutrition and is yet anemic. “I feel compelling work is when a viewer becomes an activist. That is what we have tried to do with this campaign,” she adds.
“There have been some negative comments and I am just assumed by it because I feel that it’s so crazy that people feel so threatened and so uncomfortable with images of women fully-clothed, not in any way titillating, eating and enjoying their food unabashedly. It’s crazy how if you see a woman’s teeth on camera, biting into something, it’s sexual and I think there is a problem there.”
“Even on Google, if you write women with food, you will see odd images of women smiling at a salad. Now, a woman really digging into food or being messy and that goes because media and art will just show you a woman either cooking or feeding. If a woman eating is such a radical act, I was like — let’s use that as a revolutionary image that you know — they are eating,” she explains the concept behind the idea I feel we need to change our gaze about women eating,” she adds.
What’s too sexy?
Malvika Mehra, Chief Creative Officer, Dentsu India tells us, “I love the campaign. Starting from the apt messaging during Dhanteras, to the idea and execution. Love the track particularly and the lyrics. Also, the way it is cast, shot and delivered.”
Commenting on the feedback received by the campaign, she says, “On the supposed accusation of it being ‘too sexy’, hell yeah it is. So what? Whoever said healthy and sexy are mutually exclusive. Why can’t a woman be both?”
Mismatch in messaging
Priti Nair, Director, Curry Nation says, “The film is beautifully shot in terms of lighting and lensing and the messaging is correct. Women need to be made aware of the importance of iron.”
“However, the entire pitching of the film is too sensual and women are being made to look like a sex appeal object, which is just so wrong on all fronts for a messaging such as this,” she adds.
Double-edged sword
“With anaemia endemic amongst Indians, especially women, it is iron rather than gold or silver that becomes the most precious metal. From this perspective, I find the Streedhan campaign a relevant one to put out at Dhanteras,” says Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications.
He adds, “It is refreshing to see women nourishing themselves with nutritious foods that they might normally be expected to pamper their men with. The deliberate misdirection in the first part of the film works for me. And, the confidence and panache of women is great. This is a bit of a double-edged sword, of course.”
“There are those who will consider it objectification. But I personally like the fact that the campaign has eschewed the typical approach of portraying helpless and dependent women. Instead, the film seems to encourage women to boldly take things in their hands and look after themselves first for a change,” Sumanto further explains.
Sachin Karle, Founder & Creative Chief, KitesUnited tells us, “I like the video. It’s very beautifully shot. I love the tune. The music grows on you as you keep listening to it. However, I feel the take out gets diluted because of the execution.”
“Iron deficiency is a common problem among Indian women, irrespective of their social strata and age groups. The film showcases women only in a certain age group and most of them look from well to do families. Probably too much perfection and classiness in every frame makes it too arty. Also, there is a subtle seductiveness in the expressions of some of the shots, which I feel was unnecessary. It is just another layer. I am not sure whether this film will appeal to the masses. It is certainly a shareable piece of content though,” he adds.
Marking the launch of its new festive collection- Virasat, Tanishq launched a new campaign titled, ‘Riwaazon Wali Diwali’. Experts audit the Tanishq Diwali campaign for its true essence of the festival integration.
Like every year, Tanishq has come up with a new festive collection called ‘Virasat’ and has also rolled out a new campaign. The brand claims to bring alive the essence of age-old traditions, cultures, and rituals which have been followed through generations through the latest communication. The Tanishq Diwali campaign this year too follows through.
From ‘Sunehri Diwali’ to ‘Dilwalon ki Diwali’ to ‘Riwaazon Wali Diwali’, it wouldn’t be wrong to say that Tanishq has been a trendsetter in changing the advertising game around the festival of lights with ‘Tanishq Wali Diwali’ giving us tearjerkers over the years.
Tanishq Diwali Campaign
Conceptualized by Lowe Lintas, Bangalore, the film encapsulates the spirit of Diwali celebrations and continuing the tradition of buying jewelry across generations. It brings to life various Diwali customs across the country – buying sweets, wearing something new on Diwali, lighting up each corner of the house, and gifting jewelry. Highlighting the thought behind the collection Virasat, the film showcases the diversity amongst consumers, cultures, and customs.
The Insight
Diwali is the harbinger of joy and prosperity across cultures in India with people buying jewelry, keeping the age-long family traditions alive. Tanishq celebrates the spirit of Diwali by bringing alive these traditional elements. The campaign shows how relations strengthen across different communities by revisiting their traditional roots and gifting their loved ones Tanishq’s jewelry.
According to Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited, this campaign is an ode to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’.
The campaign aims to take forward the age-old tradition of purchasing jewelry which makes Diwali auspicious.
The creative thought-process
Lowe believes that Diwali and Tanishq are integral to each other and buying gold in Diwali has been a big part of tradition across the country. This year Tanishq inspires people to take this tradition or ‘riwaaj’ forward.
“Of course at the heart of the communication is the love, prosperity, and joy that Tanishq jewelry brings about in people’s lives,” shared Sagar Kapoor, Chief Creative Officer.
Social Media buzz
With 646k views on the YouTube video, the brand is going all out, merging it well with the festive collection and product integration.
Tanishq has made efficient use of Instagram grids to make the feed look more vibrant, also featuring its brand ambassador Deepika Padukone adding glam and the required class and elegance to it.
On Facebook and Twitter its the usual creative posts around ‘Riwaazon Wali Diwali’ and a few discount promotions for the consumers to avail.
We have a little surprise for you! Go to GIPHY from your Instagram Story and search with your surname to find a customised sticker for you and your family!
Or simply search for #GetFestive and choose from our other stickers!
Carlton D’silva, CEO and CCO, Hunguma Digital Services
Whilst the video is based around the time of Diwali, this is not one of the better Diwali communications I have seen. This to me is a very long TVC. It’s an innovative way of showing your catalog but not a very good video in the context of Diwali that the audience online would like to share.
Maybe they were just going for reminding people about gifting gold during this season and tempting you with their collection. If that was the intention, they have done a pretty good job.
Deep Mehta, Co-Founder, Digichefs
At first, you feel an overload of ‘product integration’ into the commercial. The hopeful background score and some good copy in a rusty voice try hard to take the communication from a sales-oriented commercial and merge the same with a joyous Diwali greeting, but do they succeed? To some extent, yes but not enough to encourage me to share the video with a friend for its beauty.
The acts in the video have been carefully placed considering the typical celebratory ways like going by mahurat, getting mithai, lighting the house, buying a new kurta, but they seem to only make me want to say ‘fine’ as the scene ends, instead of a ‘wow’.
Shreyansh Baid, CEO and Founder, Shreyansh Innovations
Once again, Tanishq delivers a heart-warming commercial to announce the arrival of Diwali. The campaign gets into homes across the country, weaving simple yet memorable gifting moments. I personally feel the commercial does justice to the Diwali mood, creating stories around gifting that make the joy of Diwali even more endearing. The TVC also makes a statement of inclusiveness by showing families across social spectrums. Year on year, Tanishq has done several striking commercials that define the Diwali moment for the brand. This TVC too delivers on the brand’s positioning of Tanishq Wali Diwali.
Yes, the film does bring alive the world of Diwali, quite effortlessly getting into the Diwali milieu of different homes across the country.
Sabhyata Diwali campaign titled, Celebrate A Change took a step towards redefining relationships this Diwali and aimed to revel into the spirit of an Indian household in its true essence.
Launched on the occasion of
Diwali, ethnic wear brand Sabhyata weaved a story of redefining the
relationship between a daughter-in-law and her mother- in-law. Featuring Jatin Sarna aka
Bunty, Sheeba Chaddha and Anupriya Goenka, the campaign focussed on demystifying the stereotyped relationships and
brings
to life Sabhyata’s philosophy of celebrating womanhood.
About ‘Celebrate
a Change’
Finding himself in a difficult situation for having to keep up as an ideal son and an ideal husband, the man of the house is found going back and forth to reach an unconventional answer. Having absolutely zero knowledge of the technical know-how near the stove, he moves in to rescue the festivity of the day.
Insight behind ‘Celebrate A Change’
Sabhyata claims to have always focussed on changing perceptions which are also reflected in its clothing range. For instance, it has rediscovered the traditional salwar-kameez as an outfit that makes a woman both stylish and confident.
Through the idea of this project, the brand chose to deliver a new sense of celebration to its customers and the audience, for which it has combined fashion and culture, throughout the years. The idea behind celebration of change does not stop with the role reversal in a family structure; it goes forward to display the spirit behind sharing responsibilities that are usually taken for granted.
The brand film was broadcasted on social media and other digital platforms. This year also marks the 100th store launch for the brand in India.
Campaign Objective
The objective of the campaign is to bring about a sense of individuality and confidence in the everyday roles in a woman’s life. Sabhyata drives towards the force of uplifting women from the stereotypical manifestations of rigid beliefs, while also retaining ethnicity.
For the third consecutive year in a row, Sabhyata banks on the proposition of redefining societal norms. #RedefineThePerception in 2017 and #RedefiningTheCelebration in 2018 targeted problems such as inhibitions between a mother and a daughter and differentiating between a girl and boy child.
The Creative Thoughtprocess
In order to connect with the women in real life on a personal level, the agency was to be involved with research that took real life experiences in order to make a stronger impact and bond that resonates with the audience. The brand was delivered a couple of stories combined and one of them was selected that eventually resulted in the production of the ad
The digital platform is easily one of the most available and quick places to have an influence on, the brand believes that connecting with a younger audience would provide greater exposure for the success of the concept.
The conceptualization of the campaign ad was a process of going through several draft scripts and the rigorous combined effort of the production team which involved Marketing team of Sabhyata and from P se Picture; the director, the line producer and the art director came together to result in the successful campaign ad film that has now gathered quite an audience.
Experts Take:
Almost all the reviews on the campaign are positive one of the winning factors being Sacred Games’ Bunty who breaks his violent character to play a genuine, family-oriented man.
The campaign is well
crafted with a casting that catches attention, moments that are relatable
and an ending that is surprising. It beautifully captures the slice of life
moment from an everyday Indian middle-class household where a son is often
caught between the tussle of his mother and wife. However, the plot takes a
brilliant turn when it showcases an ally between the mother and the wife to
pull the son’s leg. With its simple yet powerful narrative, the film also
communicates the higher-order message of ‘Celebrating a change’ which resonates
both with the brand’s offering as well as society at large.
Extraordinary from ordinary. That’s how I will sum up the campaign. Soap operas are what women of the country watched, willingly or they don’t have an option is another matter. The ad caught the Attention of its TG, i.e., women, immediately as it started with what can be perceived as the usual tiff between Saas-Bahu in a usual household. Midway, the ad made itself It covers the AID part of the AIDA model in an interesting way, and it is highly likely that it might culminate in the Action part. The fact that Jatin Sarna who played the character of a brutal man having an inimical attitude towards women in Sacred Games helped further in unraveling the plot scene by scene.
Mine only complain, if any, is why to release it on a Diwali? This ad is as relevant on any non-festive occasion and Diwali looked a little forced.
A unique take on a Diwali ad with
an ample mix of cinematic tricks, Sabhyata takes
the viewer on an emotional ride.
Dramatic irony, sound design and strong character personas that tentpole socio-cultural relationships make for a moment where the audience is initially, outside looking in, then, very much part of the prank.
“Bold is definitely beautiful, but what about bald?”. While Maddock Films’ ‘Bala’ compels you to pose such pertinent questions, we take a look at its movie marketing tactics.
As you might have rightly guessed by now, Bala movie revolves around the quirky yet a pertinent concept of ‘balding’ and takes a dig at the societal pressures and stigmas of engrained beauty standards even amongst men over the inner qualities and respect of a human- being.
Ayushmann Khurrana, enacting the titular role, Bala, is proud of his lustrous and voluminous hair in childhood, only to realize later that he suffers from ‘premature balding’ or Alopecia resulting in unpredictable ‘hair loss’.
The plot accelerates with Bala then trying to cope with the situation, making efforts to hide it in some occasions, and other times following all the bizarre advice from his people in a pursuit to grow his hair back. What follows is a series of comedy ‘literally’ with errors when Bala’s secret is often out resulting in disastrous situations leaving you with some hilarious bits to roll-on!
Directed by Amar Kaushik, Bala movie encompasses a
promising star-cast with Ayushmann Khurrana and its hat-trick with the production
house and the quirky topic he has chosen to work on (Unforgettable hits such as
Vicky Donor, Badhai Ho, and more), Bhumi Pednekar, Yami Gautam, Javed Jaffery
and Saurabh Shukla.
While the film continues to garner ‘Guffaws’ and ‘Rofls’ from the audience through its mere trailers, we take a look at the movie marketing efforts by TheSmallBigIdea (TSBI), the official digital & social media marketing partners to the movie and other content collaborations.
Kickstarting with the #BalaChallenge
#BalaChallenge went viral with celebrities and people, alike participating in the fun with gusto. How could the ‘Bala’ stay behind? Ayushmann Khurana was seen sportingly participating in the game which received amazing responses with organic reach on social media.
While #Bala exposes the inert, societal stigma showcasing how Bala becomes a Bechara for his barren land on the scalp, #BalaBechara campaign takes a dig at the aspect with the protagonist displaying his woes.
People were asked for responses that why do they want to watch Bala? The first 100-selected winners got a chance to be a part of the audience premiere, a day prior to ‘Bala’ movie release.
Pati, Patni Aur Woh takes you through a roller-coaster joyride of comedy where Chintu Tyagi is torn between his wife and the ‘other’ woman. While Tyagi solves his problems, we take you through the Pati, Patni Aur Woh marketing strategy.
Starring Kartik Aaryan, Bhumi Pednikar, and Ananya Panday as the lead actors supported by Aparshakti Khurana and K.K Raina, the movie is all set to hit the silver screens. We take a look at the Pati, Patni Aur Woh marketing strategy, tracing how the movie is creating a buzz across screens for maximum footfalls on D Day.
To generate the buzz around the movie and its theme, the brand launched intriguing and fun-filled posters introducing the lead characters- ‘Pati’, ‘Patni’, and the ‘Woh’.
The film marketers launched a teaser just before the trailer-launch. It was followed by an introduction of how ‘Chintu’ Tyagi might look by none other than Kartik Aaryan himself. The teaser involves a sketch poster of the protagonist as Kartik narrates the characteristics of Tyagi.
Post the teaser, the trailer was launched with foot-tapping numbers and more comedy, highlighting the theme of the central plot.
Caught in the ire of controversy!
‘Pati, Patni Aur Woh’ was caught in the storm of controversy just after the trailer launch. The audience fumed over Aaryan’s monologue over marital rape in one of the rants showcased in the trailer.
The internet turned into a divided battleground with mixed reactions from the audience.
While the actor was thrashed by Twitterati and other social media channels, alike, Kartik’s co-star, Bhumi Pednikar came to his rescue with the statement that the movie aimed to empower both the genders and is a situational comedy.
Did the monologue in the trailer of #PatiPatniAurWoh seriously just defend marital rape????
#PatiPatniAurWoh#PatiPatniAurWohtrailer …so the whole team of this movie think rape is a joke…"balatkaar" is not a joke and no wife would tag her husband as "balatkaari" just for fun…stop justifying stupidity just bcoz ur need a rhyming scheme in ur dialogues..!!!
While there’s been a lot of debate over negative advertising, mostly unintentional, it has certainly kept the movie in news, generating organic buzz from social media platforms.
Release of foot-tapping numbers
The movie has many songs and the remix of the iconic ‘Akhiyon se Goli Mare’ number. Producers and actors leveraged the moments, without a miss! These were also posted through various influencer accounts such as fan pages, Bollywood portals, et al.
We observed some interesting BTS moments, as well as from actors during the song releases and shoots.
Dheeme Dheeme song popularized a hook-step by Kartik Aaryan that has been leveraged by the movie makers massively. The audience, influencers, and even Deepika Padukone grooved to the step and sportingly took the #DheemeDheemechallenge.
It all started with Padukone’s Instagram messages to the lead actor from the movie.
This led to the stars performing at the CSIA T2 in an impromptu manner (which appears to be like an influencer initiative)
Taking the fun-quotient and the relatability quotient a notch higher, the movie marketers launched a social media campaign where Bhumi solves problems of distressed husband and wives through an exclusive, #VedikaLoveline.
The social media campaign also presented a hilarious outlook on some situations with Bhumi Pednikar.
Vedika's Loveline is here for all the ‘Patis and Patnis'. I will try and answer all your cute, strange, quirky, hilarious problems.
While the audience certainly gets the whiff of the plot from the trailer, one of the most noticeable aspects of the movie is its dialogues. Also, with Kartik on the prowl, one can always expect hilarious monologues and rants on life delivered in an impeccably frustrated tone.
With the success of his rant in Pyaar Ka Punchnama 1 & 2, the creators not only leveraged wordplay in the movie but also in their marketing strategy.
Marketers for the movie even collaborated with various reality shows and known platforms like iDiva leveraging the theme. It started with THE ‘Nair and Nayer’.
The popular series presented the theme with the classic couple from the iDiva team depicting the suspicion and dilemma in a laugh-a-riot episode.
Nach Baliye
The stars went on a promotion-spree with reality shows like Nach Baliye and others.
The comedy saga continued with the cast making an appearance on Kapil Sharma show with Krushna occasionally taking a jibe on remixing his ‘mama’s’ song in a light-hearted way.
The movie artists led from the front by promoting the film on Indian Idol. Powered by T-series, the marketers posted promotional snippets from the show.
The cast of Pati Patni Aur Woh went live on Dailyhunt’s Instagram page a few days from the release of the movie. It attempted to make the audience interact with the stars and enhance the relatability-factor.
With the fun-quotient going higher and the heat elevating, it was only time that the memers got into action. Social media saw a flurry of memes around the movie’s controversy, hilarious scenes, and more.
HarperCollins India put forth an 8-minute long digital film, Parcel, to promote its crime genre offerings, Social Samosa explores if it were gripping enough.
HarperCollins is a publishing house with an eclectic mix of fiction among its offerings. Crime is one of the most-watched as well as the most-read genre, making it a fine choice for the brand to target when making a digital ad film.
“Parcel is a film that puts a spotlight on the power of the mind of a reader, how it escapes and creates its own visuals, ideas, and conclusions,” says Titus Upputuru, National Creative Director, Taproot Dentsu.
The idea was to draw attention to the power of a book by saluting the mind of its reader. The real power lies not with the author but with the reader. Parcel by HarperCollins features actors Riyaa Arora, Hurmat Ali Khan, and Vyom Yadav. In the film, two friends discuss the possibilities of what happened to the girl who died in the evening after she received a parcel.
Giving a glimpse into the worlds of the characters, Upputuru tells us, “Ved symbolizes a voracious reader whose mind is racing to solve a murder mystery. Ali symbolizes an author who teases the mind of the reader constantly through this journey. Zareena plays a character within this journey.”
When asked whether putting forth a long film is a risk for a brand, he says, “Marketers are rightfully worried that they may lose the audience with every passing second. Some of them want to put the logo right on top of the frame so that at least consumers register the brand if not anything else. Some feel that people may like the content but they may not remember the brand. That’s where one starts becoming insecure. However, I am beginning to believe that consumers never think about the length of a video.”
“The question we must ask ourselves is — is the content we put up out there, is that engaging enough? The logo can come right at the end, but if the content is interesting and compelling, the consumers will remember the brand,” he further explains.
On a personal note, he adds that any duration is good for him, as long as it is interesting.
“It’s true that brands are increasingly opting for shorter videos even on digital. However, I personally think that duration does not matter. If it is interesting and keeps me engaged, why would I mind watching it?” says Rakesh Menon, ECD, FCB Interface.
He adds, “Having said that, I think the brand in question has not made the most of this particular opportunity. The film started intriguingly enough to keep me hooked. But it was a real let-down towards the end. Simplicity is the key. The creators tried to be too clever here and got tangled in their own tale!”
“When we make up rules about what works in advertising — such as recommended durations — we are talking about what works for the average advertisement or piece of content. I usually switch off after the first 20-30 seconds, or even earlier, if I am watching a video that doesn’t seem to be going anywhere. However, in the case of Parcel, I was engaged until the end. It is one of those films that remind you that at the end of the day, advertising is an art. If you get the artistry right, you can make up your own rules and succeed. I think this was the right kind of creative for a brand like HarperCollins,” says Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications.
“HarperCollins has created an interesting campaign and portrayed a different take on promotional films with Parcel. The current trend is to do extremely short videos and quick bytes to engage the digital-savvy new-age audiences with a short attention span. Parcel is an 8-minute long video which makes it imperative for the content to be engaging enough for a viewer to stay hooked until the end. The video does a good job of keeping the audience hooked. The end too is worth the wait, leaving them with a good aftertaste. What I liked most about the campaign is how they portrayed the power of story-telling and in-turn resonating with the brand’s business i.e. books seamlessly, says Ashish Makani, Co-Founder and Managing Director, Makani Creatives.
Marking her return with the hard-hitting action-thriller post-pregnancy, Rani Mukerji is all set to reprise her role as Shivani Shivaji Roy. A look at how Mardaani 2 marketing strategy reflects this feat.
Set in the backdrops of Kota, Shivani Roy sets on another mystery in the 2019 movie, a sequel to Mardaani released in 2014.
While Rani Mukerjee dons the hat of the fearless & fierce cop to battle it out with a remorseless serial-killer enacted by Vishal Jethwa, we take a glance at Mardani 2 marketing strategy across the digital-verse.
Mardaani in 2014 garnered appreciation from all quarters and so has Inspector Shivani Shivaji Roy. This year as well, the movie makers released the first-look of Rani Mukerji reprising the role of the bold cop on the path of another mission.
As promised, YRF released the trailer soon after the pre-buzz via the teasers. It depicted how Roy is haunted by the rapes and murders of young women by a ferocious criminal.
The World of Mardaani – 2
Another behind-the-screen footage was released showcasing what went through the making of the hard-hitting, Mardaani-2 after the trailer-launch.
Kota lashes out…
Soon after the release of the Mardaani 2 trailer, Kota lashed out with allegations of tarnishing the image of the city and appealed to remove its name. As per News18 and press-releases on other platforms, Kota is identified as an educational city and connecting it to crime maligns its image. This began with the trailer where it depicted- ‘Incidents based on true events’ whereas no such criminal ever existed in the city as per a lawyer handling the case mentioned in the report.
The makers explained the issue and even the lead actor responded to the appeal.
Ditching the traditional route of promotions through songs
YRF scrapped the promotional song to keep ‘the sanctity of the message’ that the movie wants to convey.
As per a report, Mukerji said, “Mardaani is an entertaining thriller but at its core, it is seeking to give a strong social message on the rise of violent crimes on women that are being committed by juveniles in our country.”
“We wanted to protect the sanctity of our message and not do any marketing gimmicks like shoot a promotional song just to get more conversations and more eyeballs. We felt this would be counterproductive to what we wanted to achieve,” Rani added.
Questioning the societal norms…
With a hashtag, #SheWontStop, to support the social cause in an impactful manner, marketers posted a series of fitting and critical questions to the society & on its mindset.
As the celebrated ‘Police-Wala Gunda’ from Dabangg 3 takes you back to his story of transformation, we take you through the high-octane Dabangg 3 marketing strategy.
As Pandey forays into the silver screens on 20th December, we take you through the ‘Dabangai’ of the superstar in the socioverse – which is nothing short of going berserk with a bombardment of quirky campaigns and initiatives. A look at Dabangg 3 marketing strategy.
The Dabangg of social media?
Acing the social media game, the Dabangg Khan took over social media handles as Chulbul Pandey. Khan’s official handle changed to Chulbul Pandey on Twitter with a grand entry as the Robinhood on Twitterverse, starting Oct’19.
With 100 days remaining to Dabangg release, the makers released motion posters of the movie on 11th September 2019 19 in four different languages- Kannada, Telugu, Tamil & Hindi.
Kannada
Telugu
Teaser Trailer
Soon after the release of the motion poster, the first look and a 52- seconder teaser to the trailer was launched on Oct 1, 2019.
Poster Alert
To alleviate the situation and appease the excited audience, the movie marketers launched the posters of the characters from the anticipated movie in ‘Pandey Ji’ style.
With much hype and fervor, Saiee was introduced in the movie. It was also confirmed that Manjrekar would be an old flame of Chulbul Pandey, enacting a crucial role for the film.
Sudeep Sandeep or Kichcha Sudeepa is a well-known superhero of South. The antagonistic is presented in the Bollywood action film in a magnificent manner. Chulbul Pandey’s dialogue imposes the character’s magnanimity saying, “The more splendid the villain is, the more is the fun to take-over and to battle him out”.
Soon after the trailer release, religious activists demanded that the third installment from the franchise be banned on account of the depiction of sages ‘dancing with guitars’.
HJS demands Censor Board to refuse Certification to film ‘Dabangg 3’ song titled ‘Hud Hud Dabangg’ It is shown in the song that many Sages and saints are dancing with guitar in their hands.This is nothing but a mockery of Sages& Hindu culture#BoycottDabangg3pic.twitter.com/krYUwVUjOH
#BoycottDabangg3 A new conspiracy to degrade Hindutva by insulting sage saints and Hindu goddesses through Dabangg 3 We all boycott such a film and request all Hindus that you all boycott this film and show your devotion.
The Tiger of Bollywood kickstarted the promotion tour for his movie from Hyderabad to Dubai and then other cities. “Swagat Nahi Karoge Hamara” tagline spread the Salman swag everywhere with the cast rocking each city with their performances.
Dabangg 3 song releases were another high-point for the ensemble – cast & crew. The video launches were followed by BTS and other endearing moments
Hud Hud Dabangg
Salman Khan makes a magnificent entry with the popular track for the movie
Habibi Ke Nain
Naina Lade
Munna Badnaam Hua on Facebook Live
The earlier version of this song with Malaika Arora had broken all the viewing records and was being hummed by one and all.
Creators come up with ‘Munna Badnaam Hua, this time with Salman Khan at the epicenter. Before the launch of this song, the movie marketers took the reins of Facebook live and rode the interactivity a notch-higher.
Just before the release of the movie trailer, the movie marketers collaborated with Pepsi in tandem to the star’s stature and style to depict the coolness of youth in Sallu-way. This was backed by the tagline- ‘Dabangg Ka Swag, Dabangg Ki Pepsi’
In this campaign, Salman Khan aka Pandey Ji came up with a challenge on his quirky dialogues. #SayItLikeChulbul campaign dared Salman Khan fans to act Chulbul’s dialogues.
Bol ke dikhaao Dabangg 3 ke dialogues aur ghar le jao nayi bike. Kaisa laga surprise? #SayItLikeChulbulRoyal Enfield #ArbaazKhan Sonakshi Sinha Saiee M Manjrekar Prabhudeva #KicchaSudeep Nikhil Dwivedi Salman Khan Films Saffron Broadcast & Media Ltd
Aapko kya laga, Hum aapko ek hi task deke kaam khatam karenge?Abhi to khel shuru hua hai! Abhi to mazza aayega! #BeLikeChulbulRoyal Enfield #ArbaazKhan Sonakshi Sinha Saiee M Manjrekar Prabhudeva #KicchaSudeep Nikhil Dwivedi Salman Khan Films Saffron Broadcast & Media Ltd
Posted by Salman Khan on Tuesday, 17 December 2019
Mahindra Scorpio
The campaign aligned the ethos of Mahindra Scorpio with Dabangg Power and asked the audience about their thoughts on the common thread between Scorpio and Dabangg 3.
Watch the #AllPowerfulScorpio take your nearest screen by storm in this year’s most awaited movie #Dabangg3. Tell us what do you think is common between Dabangg and Scorpio? The most Dabangg response will stand a chance to win couples ticket to the movie. @SKFilmsOfficialpic.twitter.com/4dozAZZlwj
UC Browser launched this campaign to keep the movie buzzing in the minds of viewers. In the contest, fans were asked to ‘Spot Chulbul Pandey’ on any of cabs to win the game.
This campaign was an amalgamation of outdoor+social media advertising in an ambient manner.
With the stars posting it vigorously, the contest trended at No.8 on Twitter.
Apart from various brand collaboration campaigns, social media was slewed with campaigns buzzing with Salman leading from the front.
Book my Show- #BookASmileWithChulbul
This campaign in collaboration with Book my Show asks the fans to donate for underprivileged children. 1000 lucky donors get movie vouchers from Chulbul Pandey.
November started with the #Dabangg3BadassDialogue challenge and Chulbul was seen waiting for his counter as a reply line in the film. The fans were encouraged to give a witty come-back to a popular line from the movie in this contest.
Fans put on their best intellectual -shoes for coming up with one-liners for their favorite star. This opportunity as a contest was the one to lap onto as the winner will get to witness the blockbuster Khan delivering their line!
"Hum Police Wale Gunde Hai.. Raaste Pe Laana Bhe Jante Hai Aur Hatana Bhe" #Dabangg3BadassDialogue
On International Men’s Day, the campaign asked the audience to nominate one special man in their lives. The participants needed to use @SKFilmsOfficial & #Dabangg3BadgeofHonour hashtag. The winners were to get the ‘Dabangg 3 badge of honor’.
As known to everyone, the previous version of the track was popularized by Malaika Arora. While all grooved to the Munna Badnaam Hua track, marketers launched the #MunnaBadnaamHuaChallenge!
This song was followed by a tagline- “Why should Munna have all the fun?” The challenge witnessed many stars and fans participating in it.
Another fun contest as a pre-buzz campaign for the song called upon all the Munnas to mention one thing they are ‘Badnaam’ for. Lucky winners get to attend the launch of Munna Badnaam’s song of Chulbul Pandey.
A look at Chhapaak Movie Marketing strategy – understanding how the brand made acid attack survivors the center of all the action.
Touted to be a tale that inspires and empowers, Chhapaak has managed to garner attention. Based on the true story of Laxmi Agarwal, the movie showcases the story of Malti.
Directed by Meghna Gulzar and the first production venture, Bold and the Beautiful, Deepika Padukone is the protagonist of the movie with Vikrant Massey, in collaboration with Fox Star Studios.
While the film traces the untold journey of the acid attack survivor, Malti, we bring to you the Chahhpaak movie marketing efforts.
Malti – The Face of Hope
The makers announced the beginning of the shoots in March 2019.
With minimalistic designs, the makers released the announcement of the trailer with social media. The agony the victims of acid attack face is depicted with the color ‘black’ coupled with the splash on the screen in the short video.
Fox Star Studios revealed Chhapaak’s trailer on 10th December 2019. The trailer managed to trace the journey of Malti, from her agony to the feeling of elation after the triumph on life.
The movie marketers launched the trailer a month before the final movie release on 10th January 2020.
Chhapaak’s trailer makes one feel a multitude of emotions. With the underlying subject matter of, “When life hits you back, hit it back even harder”, the movie marketers attempt to capture each stage of the protagonist and share a step-by-step social media posts with the dialogue promos from the film.
Agar milta hi nahin toh phikta bhi nahin. #Chhapaak releases in cinemas on 10th January. Padukone #VikrantMassey Meghna Gulzar #Gulzar #AtikaChohan KA Productions Mriga Films
The movie marketers soon released the title track for Chhapaak in the voice of Arijit Singh and directed by Shankar-Ehsaan-Loy. Not swaying from the subject of the movie and being on-track with the theme, Chhapaak leveraged on the melodic numbers to promote the movie.
Attempting to capture the essence of ‘Love beyond beauty’, something with substance than mere small talks, Nok Jhok was launched to weave the relationship between Malti and Amol.
The marketers posted social media content with hashtag #NokJhok with a sunny take that maybe all is not lost in the world.
The movie marketers for Chhapaak came up with a slew of campaigns in-line with the theme of the film.
Social Experiment
In an attempt to gauge the reaction of people towards victims of traumatic incidents, Deepika Padukone and some real-life Acid Attack Victims went on a social experiment campaign- “Be the Change you want to see”.
The thought behind this was that people tend to say a lot of things on the lines of being the change but the question that constantly arises is that are they really willing to make the change?
This BTS showcasing the 4 real-life acid attack survivors, also making appearances in the movie aims to thread the theme of being bold and fearless. Through this campaign, the makers want to convey that it is what is inside that matters and forms the essence of real beauty with #MuhDikhai 2.0.
The director and actors unite to portray this message through this BTS content. Muh Dikhai 2.0 promoted inclusivity in true sense with the fact that when such victims can smile at us without hesitation, it is time that we smile back at them.
RSH Global under its brand name of Joy, tied with Chhapaak to launch a range of products for sensitive skin of Acid Attack victims. #SkinOfCourage leveraged the core message of the movie to release its special products.
#AbLadnaHai
Words stir emotions like no others. And when we speak about words and lyrics, one of the first names that come to the mind is the living-legend ‘Gulzar Saab’.
A poetic expression by the maestro, #AbLadnaHai is quintessential to the core emotions that can be like a guiding light for the much-needed change in the society when it comes to such victims and the Bravehearts.
The inspiring poem narrated by the lead actors calls upon the people to make the very foundation for change and try to get awakened. Here, not just the father of Meghna Gulzar, but the poet, Gulzar Saab pours his heart out through his words. Movie marketers leverage this emotional route of communication to present the tale to the audience.
Impact Guru stands by Chhapaak
As the film’s official Healthcare Crowdfunding Partner, ImpactGuru urges the audience to support medical causes. The brand aims to make medical facilities affordable and empower acid attack survivors in the process.
The message for the campaign is conveyed through the voice of Deepika Padukone where she says, “Jis tarah aap Malti ke mushkilein samajhte hai, ImpactGuru aapki mushkilein samajhta hai.”
Khushboo Jain, Co-Founder, and COO, ImpactGuru.com said, “We are pleased to associate with an inspiring film such as Chhapaak. Just like Deepika’s character Malti emerges victorious fighting the toughest of battles, ImpactGuru aims to bring about positive outcomes in the interest of everyone who fights any medical emergency, be it acid attack, cancer, or accident.”
Bharosa Medlife Ka?
This healthcare brand partnered with the movie aiming to position itself as the ‘genuine medicines’ through the voice of Deepika Padukone.
#ContestAlert with BookMyShow
The platform aimed to drive bookings through this quirky campaign questioning the viewers what inspires them to watch Chhapaak with #ChhapaakOnBMS hashtag.
This is a BTS posted on social media that kept the buzz alive. Such bits were perpetually posted by the actors and marketers to keep the movie rolling in the minds of the audiences.
Aiming to reach the audience from Tier 2 and Tier 3 markets, the actress went on Tiktok to establish the promotion efforts for the movie on the platform.
With the latest news of Padukone reaching Delhi to support JNU students, divided social media with many angered by the decision and many supporting her. Soon, #Boycott_Chhapaak and #BlockDeepika started trending. Following soon was #ISupportDeepika.
While people seem to be divided in their opinion, debating whether this was a genuine gesture or a publicity stunt, it certainly grabbed eyeballs.
Despite opinions and some controversies, the movie was specially screened on 9th Jan 2020 and garnered many responses, tilting mostly towards positive.
Ahead of Chhapak's release, I would like to whole heartedly congratulate and thank both Meghna Gulzar and Deepika…
As we traced the journey of Chhapaak movie marketing, the common observations have been content-driven on-ground campaigns leveraging realism based on the theme of the film. The strategy focussed on Acid Attack survivors as the true hero and aimed at bringing about a change in people’s perception towards it.
However, with the recent controversy in action, is the marketing strategy strong enough to drive theater footfalls?
A look at Street Dancer 3D movie marketing strategy reveals how the makers worked the dance angle through UGC.
Street Dancer 3d hit the screens on 24th January 2020. Directed by Remo D’Souza, the story of Street Dancer revolves around two rival dance groups parted yet united by the hunger for the same cause. Here’s the Street Dancer 3d movie marketing strategy where the stars jump on the social media bandwagon with many interesting moves.
Street Dancer 3D movie marketing strategy
Shoutout to Millennials
Street Dancer 3 has an independent Instagram channel from the very beginning. The handle has 21k followers as of now.
The makers shared Street Dancer 3d announcement on January 8, 2019 with an article on the movie hitting the floor. Several leading news images from Print were posted on Instagram for the digital-savvy audience
In-line with the digital trends, social media posts for Street Dancer 3D focussed on dynamic video ads on social media channels. For static posts, the marketers focussed on energetic colors in tandem to the theme of the film.
To keep the buzz alive, the marketers shared an of posters. With the ‘battle of the dance’ as the core-focus, the posts encapsulated the spirit and the energy of the film.
The makers began a 6-episode series of #StreetToStreetDancer on IGTV and promoted it through other social channels. Each episode explored the life and journey of the lead dancers, other than the star-cast from across the country.
A lot of the marketing initiatives revolved around the actors going on the streets in tandem to the name of the movie obviously focussing on the fervor of dance.
Benetton India revived its #UnitedBy series with #UnitedBy Faith campaign this Republic Day. Experts analyze the film’s concept an execution while also marking its impact.
‘Controversial’ – may often accompany any celeb update in the tinsel town, but when it comes to the advertising universe, the word predominantly has been associated with United Colors of Benetton campaigns. Don’t believe us? Type the same keyword on Google and every search result on Page 1 is the proof.
Benetton advertising has often fallen under the scanner – back home or globally – owing to its strong and unapologetic stance on race, culture, sex, and religion.
In times when the
nation is struggling to achieve peace and harmony, Benetton India this
Republic Day, re-launched a digital film titled #UnitedByFaith.
The Insight
India’s identity lies in the phrase ‘Unity in Diversity’. “This Republic Day we wanted this simple message to reach the millions of Indians who believe in harmony, equality, and brotherhood. #UnitedByFaith is brand’s reflection on the humanitarian and peace ideologies,” shared Sundeep Chugh, CEO Benetton India.
Campaign Objective
Through the
campaign, the brand aims to instill hope among every individual by celebrating
brotherhood through the heartwarming video.
About #UnitedByFaith
“Mera naam Noorul Hasan hai aur mein ek Hindustani hu”- dialogued by Hasan, an unsung hero and a Muslim resident in Lucknow who gave up a part of his house when it came to restoring an abandoned old Hindu temple; that he was sharing a wall with.
The digital movie reflects on a day in the life of Noorul Hasan. He loves helping inside the temple yet he is a devout Muslim. He takes pride in being an Indian and that is what fills him with respect and acceptance towards other religions. Noorul Hasan refused to speak about his efforts and strongly believes that philanthropy and benevolence are not flaunted in conversations.
From dialing conversations through #UnitedByHarmony to showcase how a simple act of compassion and mutual understanding can allow a nation as diverse as India, #UnitedbyColors is celebrating its core values of diversity, inclusivity, and equality to #UnitedByFaith. The brand claims to have made the masses reflect on social issues of universal relevance.
We move on to experts who gauge the impact of Nooral Hasan’s story and whether it clicks.
Though
not unique, these things always strike a chord. In the current milieu of the
country, pluralism and the idea of India is a hot button. So, by that
yardstick, this is topical. But haven’t I seen enough too many of them already?
From my personal experience of long-format films, especially social ones, the critical bit is the unpredictability. If I am able to get the resolution early, I may not invest my time in seeing the entire film. Here, unfortunately, I could see the end coming from a mile and had to just stay with the video expecting something else to happen, which didn’t. Also, from an advertising lens, what is the brand or category connect? The ‘United’ bit is somewhere lost in the ‘Usual’ plot.
The
Brooke Bond piece on Ganpati a couple of years back was far more convincing and
sharp. It remains to be seen what real difference the brand is bringing about
on ground though. Or is this another instance of woke-washing?
It is certainly a necessary and
relevant move by the brand to stand for a better world given the time we are in
at present. The film, if not something entirely new as far as the idea is
concerned does the job of reaching out to a wider section of people.
Real stories with real people always
leave a deeper impression than a celeb dancing or doing what not!! It’s well
made and says a lot about the brand concerned. Predictable but a necessary one.
While Love Aaj Kal 2 is doing the rounds with its ‘twists’, we take a look if the movie marketing strategy is done ‘sahi’ or ‘Galat’.
Maddock films’ Love Aaj Kal 2′ starring Sara Ali Khan and Kartik Aaryan gives a sneak-peek into a modern love story. We take a look at Love Aaj Kal 2 marketing strategy across social media platforms.
Love Aaj Kal 2 Marketing Decoded
It all commenced with the trailer launch on 17 January 2020 across all social channels. The trailer garnered mixed reactions through memes, posts, and comments, which amplified the pre-buzz for the movie on social platforms.
Content marketing through online and offline promotions followed soon. This was trailed by song releases, BTS, and contests.
One of the most talked-about songs stood out to be ‘Haan Main Galat- #DoItWithATwist. The marketers leveraged the song-popularity across digital channels including TikTok
Apart from the usual movie marketing tactics such as song challenges and brand collabs, an influencer-led campaign executed by digital media partners, TheSmallBigIdea, was seen. Another stand-out tactic was the use of abstract graffiti for marketing.
To create a buzz for ‘Haan Main Galat’, the marketers initiated an activity with dance influencers across India called ‘Release the Headphones’. Just a day before the song release, the influencers put forth a video without any sound in it. The idea was to generate curiosity and get the audience to guess the song.
The influencers urged fans to release the headphones with them the next day to know what they were dancing to. On the release day, influencers and, Kartik Aaryan & Sara Ali Khan, grooved to the hook step #DoItWithATwist, this time, with the music of course. The collaboration featured other dance influencers such as Aadil Khan, Dhanashree Verma, and more.
Imitiaz Ali said, “The song is the museum of the film”. Apart from the lyrics, artistic graffiti gives out the theme for the movie! The lines such as, “Don’t touch my soul with dirty hands”, A lovesick girl portrayed through a spray-painted heart and a girl vomiting smaller hearts, generated talk points amongst the viewers
“Pyaar Bina Chain Kaha Re…”, staying true to the words, Shubh Mangal Zyada Saavdhan presents a modern take on the love of a gay couple. While the road to achieving a happy ending might be rough for Kartik and Aman, we take a look at its movie marketing strategy.
Written and Directed by Hitesh Kewalya, Shubh Mangal Zyada Saavdhan (SMZS) helmed by Ayushmann Khurrana presents the dilemma and challenges faced by same-sex couples when they want to transform their alliance into marital bliss in face-to-face with a conservative family.
But how do the movie marketers strategize to promote the sensitive yet a pertinent message?
Here’s a look at the social media marketing efforts by the SMZS team.
Shubh Mangal Zyada Saavdhan Marketing Decoded
The SMZS team in collaboration with TheSmallBigIdea agency leveraged the Aanand L Rai style of relating stories through their marketing initiatives. It all commenced with introducing the crazy ‘Tripathi Parivar’ on social media channels. This was followed by trailer release, BTS moments, trending posts and topicals, and short video posts leveraging the talented array of actors in-line with the movie theme.
The marketers kept a consistent buzz alive on social platforms trailed by song releases reliving the nostalgic numbers. One of the most talked-about songs was the yesteryear’s- Pyaar Bina Chain Kaha Re. The marketers garnered engagement through UGC especially on TikTok as one of the prime social media channels.
Apart from the contests and dialogue snippets on social media, a valentine’s day campaign post with Whatsapp as its backdrop stood out for us that adequately represented the dilemma of the lead couple. An app- partnership with Blued, a gay social dating app, also stood out for us.
From creating a dedicated social media page for the movie to Ayushmann Khurrana changing his twitter handle to ‘Ayushmann Zyada Khurrana‘, movie marketers kept the marketing strategy traditional, simple and succinct with the movie message at the core.
The marketers leveraged the song’s hook step to keep the audience engaged with the songs and in-turn attempt to keep the movie in top of the mind of the viewers.
One of the noteworthy ways by which Aman divulged his lovers’ name to his conservative parents was through Whatsapp in this digital age through these promo posts.
The marketers constantly leveraged the trending formats on social media and topicality of posts, come what may to keep the film promotions high-octane.
