PADMAAVAT - MISSING LETTER

TitlePADMAAVAT - MISSING LETTER
BrandBOOKMYSHOW
Product / ServiceBOOKMYSHOW APP
CategoryA09. Media / Entertainment
EntrantBBH INDIA Mumbai, INDIA
Idea Creation BBH INDIA Mumbai, INDIA
PR GENESIS BURSON-MARSTELLER Mumbai, INDIA

Credits

Name Company Position
Russell Barrett BBH Communications India Pvt. Ltd. Chief Creative Officer & Managing Partner
Subhash Kamath BBH Communications India Pvt. Ltd. CEO & Managing Partner
Yohan Daver BBH Communications India Pvt. Ltd. Creative Director (Copy)
Sapna Ahluwalia BBH Communications India Pvt. Ltd Creative Director (Art)
Yohan Daver BBH Communications India Pvt. Ltd. Creative Director (Copy)
Sapna Ahluwalia BBH Communications India Pvt. Ltd. Creative Director (Art)
Manas Kunder Freelancer Illustrator
Karl Gonsalves Freelancer Animator
Khvafar Vakharia BBH Communications India Pvt. Ltd. Head of Production
Rahul Prakash BBH Communications India Pvt. Ltd. Executive Producer
Anish Kotian BBH Communications India Pvt. Ltd. Business Head
Rachit Koradia BBH Communications India Pvt. Ltd. Business Partner
Yudhishthir Agrawal BBH Communications India Pvt. Ltd. Strategy Director
Pranoy Kanojia BBH Communications India Pvt. Ltd. Strategist

The Campaign

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_!

Execution

We had many online publications cover our film. But the real cherry on top was the amount of organic PR we got out of it. Many influencers retweeted the ad. And thousands of people further shared and retweeted it.

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.

The Situation

BookMyShow, a ticketing platform, wanted to raise sales for Padmaavati. A much awaited, highly controversial film about a Hindu queen. Riots and fights broke out everywhere. After months of drama, the censor board’s fix was to drop the last letter from the title. Making Padmavati, Padmaavat. This ridiculously simple fix drove conversations both online and offline. We jumped at this opportunity. Making a film that played on the absurdity of the whole situation. Owing to its topicality and timing, the film drove PR, organically. It created a huge buzz on social media, changing the entire conversation around the film.

The Strategy

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, was primarily run 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.

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