A reboot of 1997 film Judwaa, the sequel starring Varun Dhawan, Jacqueline Fernandez and Tapsee Pannu was one of the most awaited action-comedies produced by Nadiadwala Grandsons Entertainment by 29th September 2017. We got people excited about Raja and Prem’s story with fun and interactive digital campaigns.
Considering this is a remake of an iconic film, dating 20 years back, there were huge expectations from the cast, living up to/outdoing the standard set-up by the original film.
For the trailer launch of the film, we set a target of gathering 100 twins from all across the country and launching the trailer with them.
We started the campaign by launching a contest that ran across all social handles named Hunt for Judwaas where 100 Judwaas from all over India were invited for the trailer launch for the movie. The trailer launch event was a massive success and crossed 14 Million viewers within 24 hours of its launch.
The campaign also involved launching a Twitter character emoji which was associated with movie hashtags. The trailer launch was supported by Twitter Periscope Live. The launch of movie involved updating Facebook Cover Video, Videos of customer reviews, etc. There were city-wise promotions held one week before the launch of the movie in Kolkata, Ahmedabad, Delhi and Mumbai. We created an activity around the same, wherein, fans could meet their idol in their respective city. The audience of the specific city had to send in their love for through messages, images and videos. 5 lucky winners got a chance to meet the cast of the film in their city and 50 lucky winners received movie vouchers for each city. These innovations led to mass social media interaction which involved more than 10 hashtags related to the film.
We started the Social Media Campaign 6 months in advance from the release of the film to capture all opportunities for recall by creating a constant buzz and anticipation to see more of the film pre-release and associating the film with major festivals and mega-events viz IPL.
For the trailer launch of the film, we did a thorough scan of all our Social Media properties over a period of 7 weeks, listing out twins to reach our target of 100 twins to be present at the event. We pushed out multiple engaging posts and artist videos to sift through and get the audience interested in attending the grand trailer launch event. The trailer received 14 million views on YouTube in just 24 hours. It also garnered 9.9 million views on Facebook.
We engaged in turning this movie into a massive digital marketing campaign by unveiling a specially designed emoji by Twitter to celebrate the spirit of brotherhood across the world. These emojis were used with multiple asset hashtags of the movie. Being in an association with Twitter, the trailer launch event was covered LIVE on Twitter.