Salman Khan Tubelight Movie Case Studies

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tubelight

Tubelight is a 2017 Indian Hindi language war drama film written and directed by Kabir Khan. The film is produced by Salman Khan and Kabir Khan. Set in the 1962 Sino-Indian War, it stars Salman Khan, Sohail Khan, Zhu Zhu, Matin Rey Tangu and Om Puri. Shah Rukh Khan appears in a cameo in the film. Julius Packiam and Pritam scored the music of the film, with the former composing the film score and latter composing the songs. It is an adaptation of the 2015 American film Little Boy. The story revolves around Laxman, an autistic young man embarking on a journey to find his younger brother Bharat who has gone missing during the Indo-China war in 1962.

Digital Marketing Strategy

Challenges

To promote a film based on an adaptation, previously done before that did not gather too many accolades, to an Indian audience.
To get the audience to adore Salman Khan in a never-seen-before avatar while tapping into Salman Khan’s biggest markets including India, USA, UK, UAE, Canada, Malaysia, and Australia.

Solutions

Salman Khan’s fan following is unparalleled. Keeping this thought in mind, the main motto of our marketing campaign was to put the fans first, thereby tapping into Salman Khan’s biggest markets including India, USA, United Kingdom, UAE, Canada, Malaysia, Australia, etc. The campaign was multi-lingual in nature with languages like English, Hindi & Urdu, and gave us the opportunity to reach out to all the intended masses during asset launches and engaging activity on social media.
We started by launching Tubelight’s social media properties through an innovative video with the word ‘Tubelight’ flickering on the screen and kids singing in the background. Since the star has a strong affinity towards children, they became an integral part of the campaign and got an opportunity to interact with Salman Khan.
We also formed a powerful association with GIPHY, the biggest GIF making website, and got an entire channel dedicated to the film. GIFs from key moments in the music videos to the trailer were created. GIPHY has only associated with Hollywood films in the past and Tubelight was its first Bollywood film association. GIPHY set up an official Tubelight page where users can consume content. The GIFs are also available on all the GIPHY-empowered social media platforms like Facebook, Twitter, WhatsApp Messenger etc.
From our end, we engaged in turning this movie into a digital marketing innovation by launching a lot many things, thus making ‘Tubelight’ the first Bollywood film to have a Twitter character emoji, a Facebook Camera Filter, and a Facebook Cover Video. It is also the first Bollywood film to cross 10 million views in just 48 hours. These innovations led to mass social media interaction which involved more than 10 hashtags related to the film. Additionally, Radio song from the movie trended at #1 on YouTube in more than 25 countries!