Creative Execution

Just days after the name change, we made a film poking fun at the ridiculousness of the entire situation. When the censor board decided to drop one letter from the film’s title, we decided to drop a letter from every sentence in our film. It was a gentle jab at the controversy, without taking sides. Through the film, we urged people to log on to BookMyShow and Book Right No_! Our film, ran on social media – Facebook and YouTube. The audience reacted to it positively. With millions of views, thousands of positive comments, likes and shares on social media.

Our film, which ran on social media – Facebook and YouTube, garnered over 4.7 million views, and over 6.3 million impressions. The audience reacted to it positively. With thousands of positive comments, likes and shares on social media. Almost all our PR was organically generated. With many influencers retweeting and sharing the ad. For Padmaavat, starring top actors Deepika Padukone and Ranveer Singh, we benchmarked our performance against Bajirao Mastani, a film released a year earlier with both actors in leading roles while being directed by the same director, Sanjay Leela Bhansali. Our campaign resulted in a whopping 179% improvement in ticket sales on BMS during the 5 days leading to release.

Our target audience were primarily millennials and the movie going crowd. The tone was young but the idea, owing to its relevance, was something everyone could relate to. Our campaign, primarily ran on social media – Facebook and YouTube. An obvious choice since the majority of our target audience is concentrated there. Owing to the topicality and the relevance of our film, it went viral. Garnering millions of views and thousands of shares. This got us PR organically. On top of that we had various publications cover our piece. Making it a topic of discussion within the movie industry itself.