Technology has played a huge role in the digital campaigns used for several Bollywood movies. These days, knowing the pulse of the viewers is imperative and critical to the success of a movie. The social web is ever evolving and expert insights are required in planning several aspects of a coordinated digital marketing strategy. With more than 50 million Indians accessing the internet, movie marketing budgets need to include the online platform too.
Today, mainstream directors and production houses understand that social media is a crucial element of marketing. It enables a direct relationship with the target audience, allowing marketing campaigns to be changed based on trends and feedback.
In the current scenario, a typical pre-release of a medium to big budget mass market movie involves launching its official Facebook and Twitter accounts and using traditional media and online competitions. Major influencers such as the actors themselves are roped in to create a buzz. Social media managers work overtime to make their digital marketing campaigns stand out on social channels.
The key to make any movie a hit and make the cash registers ring is by generating interest and creating a positive buzz among viewers to bring them to the theaters and make them shell out their money on a movie ticket.
With conversations taking place on social networks, several movies have already participated actively on them. Here’s a look at the some fascinating digital marketing strategies with which Bollywood has come up so far:
1. Sultan (2016)
The team of the movie, ‘Sultan’, launched their own official website - sultanmovie.com which had all the information of the movie’s first look, its poster, the official trailer, theatrical trailer, songs, photos, videos, release date, star cast, shooting trivia and interviews. They also made a Twitter handle for the movie - @SultanTheMovie and Facebook page - Sultan @sultanthemovie. As part of promotional campaign, the team also launched a video showing actor Salman Khan’s journey from Salman to Sultan.
2. Bajirao Mastani (2015)
Sanjay Leela Bhansali and team came up with an out-of-the box way of promoting their movie with an eight-part animated web series titled, “Blazing Bajirao”, three months prior to the movie release. This digital marketing strategy gave insight to the viewers about the real Bajirao and generated curiosity among the people, making them flock to the theatres after the movie release.
3. Dilwale (2015)
Keeping the selfie craze in mind, the team of ‘Dilwale’ came up with an idea called “Half Selfies”. The movie’s main cast posed with half faces covered and posted it as the first look of ‘Dilwale’ on Twitter. It became a trend and the team also ran a #DforDilwale contest on social media.
4. Prem Ratan Dhan Payo (2015)
The team of “Prem Ratan Dhan Payo” used Dubsmash videos as their digital marketing strategy on Instagram and Twitter. Actress Sonam Kapoor grooved to the title track of the movie, asking her fans to make Dubsmash videos and send it to her. She then posted those videos on her Instagram account. Several Bollywood celebrities such as Helen, Waheeda Rehman, Sridevi and Shilpa Shetty performed these Dubsmash videos on Twitter and Instagram, attracting a lot of attention from the viewers.
These are just few of the ideas that Bollywood has used on digital platforms as part of their digital marketing strategy to promote movies. It only goes to show how social media and digital marketing is the channel of the future.