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pink

In recent times, the digitally active generation expects more from films when it comes to interactivity. PINK, as a film went beyond being just a color to a symbol of change and breaking stereotypes digitally across the country. The idea was to not just create connect, but to build an audience that truly understood why one needs to respect the choices that women make. As the digital marketing end, our duty was to ensure that these key messages are well and truly heard and amplified. The experience in overcoming the challenge to ensure the message reached the right audiences was tremendous.

  • Digital Marketing Strategy
  • Social Media Strategy
  • Digital PR
Objective

Strategy was to capitalize on the subject and the content of the film. Creating curiosity, addressing it with video content, stirring discussions and debates were the 3 key pillars of the campaign strategy. This was ensured using key digital marketing communication spheres like Social Media, Digital PR and Video integrations. Every week, a piece of content around the film was released which helped keep the conversations on-going around the film. Also, Amitabh Bachchan's fans were effectively used for amplifying content. More so, each asset was carefully used to create buzz. These assets were trailer launch Facebook live, partner videos, twitter battle, Amitabh Bachchan's open-letter and lots more.

In three simple words, the strategy was to - Intrigue. Converse. Convert.

Intrigue audiences around the key messages of the film and campaign. Converse and speak to audiences and know about their opinions around the subject. Convert and ensure the audiences are interested in the campaign and eventually go visit the theatre and finally spread positive word of mouth around the film. Video content were key aspects of the campaign. #AbSamjhautaNahi video in association with Blush Channel highlighted the several stereotypes around both genders. The cast and crew spoke about #WhatIsPink according to them and urged users to participate in return via Social Media. Stories about strength, courage and freedom came in from across the country. Through #IamPink, the cast encouraged users to tell us why they are Pink. Tales of standing up against the system to being brave in a tough situations were received. Digital PR was used effectively to create numerous conversations around the subject of the film which was "When a woman says NO it means NO."

Results

The results achieved for the campaign were as under:

149k + Facebook Page Likes
4.7k + Twitter Followers
650k + YouTube views
 
650 + No. of links published
1.75m + Video views garnered from associations
Rs.50.7m + Paid media value equivalence
Execution

For execution of the campaign, it commenced with a simple Twitter conversation that was easy enough for every user who is even slightly interested in the subject or the actor to learn more around the title "Pink." This was followed by numerous innovations for which social media was heavily used. Around each asset of the film, Digital PR was the driving factor to help amplify each message. Digital Media universe truly contributed to a much larger picture and making the campaign larger than life. For video campaigns, strategic partners like Culture Machine, ScoopWhoop, TVF, etc were enabled and they created more content around the subject.

Post release of the film, managing the positive word of mouth took the centre stage so as to ensure the film has a larger life, which it did as it became one of the few films in the past year to have a life of more than a month at the theatres.

Digital Marketing Strategy

The role reversal video #AbSamjhautaNahi, wherein Amitabh Bachchan was conveying messages in a Woman’s voice was highly appreciated for its creativity. Other videos like ‘Yes na Yes, No nathi No’ (Put Chutney) and the partner video with ScoopWhoop too garnered great response. The campaign, which was initiated with a Twitter Conversation between Shoojit Sircar and Amitabh Bachchan around #WhatIsPink created millions of conversations. In terms of innovation the below was undertaken for the campaign:

  • Motion logo of the movie.

  • Trailer was integrated within a Facebook Live chat wherein the audiences saw the trailer while a Facebook chat was being undertaken. The cast responded to their queries instantly. This hit over 800,000 views within 24 hours organically.

  • Twitter battle around various topics that generated great reach, response and also trends.

  • Vogue India’s website turned Pink for a day. The complete theme of the website and the logo turned to the color of the logo of our movie.

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