Summary
An Effort made in promoting a movie that spreads happiness during covid times.
Challenge
`Suraj Pe Mangal Bhari' was the first movie to release postlockdown. Here the challenge was to motivate the audience to watch the movie in theatres.
Objective
1. Build awareness of the movie. 2. Maximize user-generated content for the movie. 3. Increase engagement on the movie on the internet.
Strategy
Seeing the lockdown situation, we decide to target all digital mediums. Especially leading with Influencer Campaigns. As the concept of the movie was about an eligible bachelor and his wedding we targeted all the wedding influencers & brands. Push Marketing on WhatsApp to buy tickets easily.
Data
The age group we decided to target for the movie was between 18-40 years. As most probably all the audience in this age group uses social media, we decided to grab audience's attention through social media content, WhatsApp chatbot for ticket sale assistance, invited entries post trailer, and articles.
Solution
Our main aim here was to create more and more user-generated content so eventually, it can automatically buzz around people. Our solution here was to make more than 5000 proposal videos for Diljit Dosanjh which would generate curiosity for other users and would eventually get to know about the movie.
Results
1. Over 20k tickets sold via WhatsApp 2. 365,000 likes on social media posts and over 18,500 comments generated. 3. Cumulative Reach of: 1.09 Crs 4. UGC Content garnered over: 28.1 lakh views 5. Lead in converting sales of 105,850 tickets