Taking movie promotions to the next level, Dilwale was a milestone in the company history. Many innovations were carried out that made Dilwale one of the most successful marketing campaigns ever.
The trailer launch campaign had many innovations which led to it becoming the most watched trailer in the history of Bollywood in 24 hours, crossing 7.5 million views.
Personalised tweet replies with the trailer link from Shah Rukh Khan was the first of its kind campaign using auto tweet technology. A direct marketing association with Just Dial led to users receiving the trailer link as an SMS when searched for a query.
Red Chillies Entertainment became the first brand in the world to be given the honour to have a ‘Facebook mentions’ account and used the ‘Facebook Live’ feature with the entire star cast of the film.
Another cool marketing innovation brought to the fans for the first time in India was the Facebook Prompter which directly targeted SRK and Dilwale fans. All Facebook users who followed SRK and Dilwale pages were displayed with a search prompter to watch the trailer.
We associated with our platform partners Facebook to create a ‘Status Prompter’ telling the users about the release of the film. Another first of its kind activity saw a Facebook emoticon being created for users to check in and tell their friends they are watching Dilwale. The innovation had the Dilwale ‘D’ appear whenever a user chose to check in to watching Dilwale.
Also, this was the first movie that planned a parody of the trailer and song with Shudh Desi Gaane. The association gave the movie the liberty to keep the content in check – and in effect also got SRK star in one of the parody. With TVF & Miss Malini, Shah Rukh Khan and Kajol starred in funny videos subtly integrating the theme of the movie, which made for shareable content. We capitalised the reach of Hotstar to create platform specific show ‘M Bole Toh’ featuring the star cast.
We also created Bollywood’s first 360 degree video for the making of Dilwale’s song – ‘Janam Janam’ which allowed users to toggle and see the song video in a 360 degree environment, right from their handheld device.