|Title||CODE NAME: URI|
|Product / Service||URI: THE SURGICAL STRIKE, THE FILM|
|Category||E02. Launch / Re-launch|
|Entrant||DENTSU WEBCHUTNEY Mumbai, INDIA|
|Idea Creation||DENTSU WEBCHUTNEY Mumbai, INDIA|
|Media Placement||DENTSU WEBCHUTNEY Mumbai, INDIA|
|PR||DENTSU WEBCHUTNEY Mumbai, INDIA|
|Production||LONGSHOT FLIMS Mumbai, INDIA|
|NISHI KANT||DENTSU WEBCHUTNEY, MUMBAI||EVP & Branch Head|
|PRAVIN SUTAR||DENTSU WEBCHUTNEY, MUMBAI||Executive Creative Director- Art|
|AALAP DESAI||DENTSU WEBCHUTNEY, MUMBAI||Executive Creative Director- Copy|
|Yash Kulshreshtha||DENTSU WEBCHUTNEY, MUMBAI||Creative Director- Copy|
|Ananda Sen||DENTSU WEBCHUTNEY, MUMBAI||Creative Director- Art|
|Bharat Singh||DENTSU WEBCHUTNEY, MUMBAI||GROUP HEAD - ART|
|Rohan Naterwalla||DENTSU WEBCHUTNEY, MUMBAI||Creative Group Head - Copy|
|SANJEEV TRIPATHI||DENTSU WEBCHUTNEY, MUMBAI||COPY SUPERVISOR|
|SANDIPAN DEB||DENTSU WEBCHUTNEY, MUMBAI||Copywriter|
|NITISH SARKAR||DENTSU WEBCHUTNEY, MUMBAI||HEAD DIGITAL PRODUCTION|
|Sagar Desai||DENTSU WEBCHUTNEY, MUMBAI||Creative Group Head - ART|
|Vinayak Kharat||DENTSU WEBCHUTNEY, MUMBAI||Senior Visualizer|
|Sahil Chauhan||DENTSU WEBCHUTNEY, MUMBAI||Sr. Motion Graphic Artist|
|Harsh Shah||DENTSU WEBCHUTNEY, MUMBAI||VP Client Servicing|
|Sumera Dewan||DENTSU WEBCHUTNEY, MUMBAI||AVP - Account Management|
|Adele D'lima||DENTSU WEBCHUTNEY, MUMBAI||Account Supervisor|
|Sooraj Sj||DENTSU WEBCHUTNEY, MUMBAI||Sr. Executive|
Despite torrents being illegal in India, the problem of piracy is rampant. By luring torrent downloaders to download our fake film in pretence of it being a leaked copy of the actual Bollywood movie, URI, we were able to illicit a response wherein thousands of torrent downloaders admitted how they got trolled on their personal SM handles. Every mainstream news outlet, popular meme page, the content platform brought forth the issue of piracy onto the national stage. This subsequently caught the attention of the Indian Prime Minister Narendra Modi. Within 22 days, a 67-year-old law was amended by the government.
Situation: Illegal Torrent Downloaders cost the Indian Film Industry Billions of Dollars in lost revenue, each year. Many times, a mainstream movie gets leaked onto torrent websites before the movie has even released, costing it gravely, on account of missed box-office numbers. URI: The Surgical Strike – a film on the verge of release, was dreading a similar fate. Brief: Discouraging torrent downloads and promote a film based on a covert-op. Objectives: A creative communication targeted towards torrent users; wherein, for a film based on a covert strike, we wanted to conduct a covert strike of our own on illegal torrent downloaders in-order to generate awareness about the issue of piracy on a national scale in a unique & humorous way.
To promote a movie based on a real covert operation carried out by the military, we devised a covert strike of our own in-order to bring forth the issue of online piracy onto the national dais. We shot a fake film using the lead actors of the actual movie – Vicky Kaushal and Yami Gautam, wherein we got them to break the 4th wall and hilariously condemn those who downloaded the film thinking it was a leaked copy of the movie. Subsequently, we uploaded our film on multiple torrent websites in the guise of it being a leaked copy of the actual movie. We even got Cat-C Influencers to spread the news that the movie had been leaked on the same day as the release of the film, for would-be torrent downloaders to catch the bait.
Target Audience: Illegal Torrent Downloaders Data Gathering & Approach: After extensive qualitative research – in the form of personalised interviews; and quantitative research - in the form of online surveys, conducted on illegal torrent downloaders, it was found that most of these individuals didn’t necessarily think that what they were doing was illegal. Furthermore, it was discovered that the anonymity that these torrent downloaders celebrate on these websites, make them feel devoid of any real-life connection or consequence, through their actions; i.e. committing online piracy. This is why our communication needed a way to speak to them in a way where it seemed personal, and in a way that wasn’t preachy. CTA: Stop illegally downloading movies and watch them in the movie theatre instead.
1. We shot a fake film using the actual movie’s 2 main leads – Vicky Kaushal and Yami Gautam. 2. We uploaded our fake film on multiple torrent websites on the day of the movie’s release, to make it seem like the movie had been leaked online. 3. We packaged our fake film in such a way that it would fool even the most seasoned torrent downloader. a. We uploaded the film in the 2 most widely downloaded torrent sizes and resolutions [3.4GB / 1.3GB | 1080p / 720p] b. We even added a fake censor certificate and opening credit sequence. c. The length of our film was also looped as per the 2-hour runtime of the actual movie. 4. We constantly seeded our file so that our fake film would appear at the top of the search results. 5.CAT-C influencers were used to spread the word of a leak.
1. Many downloaders proclaimed that they were going to go and watch the film in the theatre, as a result of this activity. 2. Our torrent file was downloaded over 20,000+ times on each of the websites. 3. Once thousands of downloaders openly admitted to getting trolled, on their personal SM profiles, the story got picked up by virtually every major news and content portal in India. 4. The Prime Minister of India – Narendra Modi addressed the issue. 5. In a country notorious for bureaucratic stalling; on account of the momentum that our idea had generated, the Indian Government amended the Cinematograph Act of 1952 in just 22 days. Perpetrators could now face a jail term of 3 years. 6. Earned Media Worth $1.5 Million+ 7. Reach: 20 Million 8.Engagement: 730K Engagement across platforms 9.Sales: URI: The Surgical Strike became the 10th highest grossing Indian movie of all time.