|Title||CODE NAME: URI|
|Product / Service||URI: THE SURGICAL STRIKE, THE FILM|
|Category||A08. Media / Entertainment|
|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|
Historically, movie marketing in India has been led by trailers, songs, and interviews. Despite deep penetration of digital in India, traditional movie marketing tactics take away the maximum share of budgets, leaving negligible budget for promotions on digital. With a shoestring budget, we chose a medium that is free and heavily used by movie fanatics –Torrent Index Websites. We created a campaign for a free media platform and made it compelling enough for other traditional and expensive media platforms to follow. To amplify the reach, we also implemented a supporting multimedia strategy – influencers, social media promotion, and Twitter outreach.
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.
Research & Data Gathering: 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 of TG didn’t necessarily think that what they were doing was illegal. Furthermore, it was discovered that the anonymity that these torrent downloaders celebrate, make them feel devoid of any real-life connection or consequence, through their actions; i.e. committing online piracy. Idea: To promote a movie based on a real covert operation carried out by the military, we devised a new covert strike to bring forth the issue of online piracy onto the national dais. We made an AV, disguised it as a leaked film by featuring the same actors. Optimized it to the size people usually download it in. The AV starts off as a real film but ends up trolling people who downloaded it.
Target Audience: Illegal Torrent Downloaders Media Planning: We started off the campaign by placing our fake film on Torrents. To make the file popular, CAT – C influencers were used to break the news of the leak. To follow that up, the actors of the film used their SM push and the news spread like a wildfire. After people were trolled they expressed themselves on SM which gave us more media coverage. Memes and popular content were created and floated on SM. The Approach: After extensive qualitative research – in the form of personalised interviews with illegal torrent downloaders, it was found that most of these individuals didn’t think that what they were doing was illegal. Furthermore, it was discovered that they enjoyed a sense of anonymity on these websites which made them feel devoid of any consequence. Therefore, our communication needed to be more personal and not preachy.
Soon after the fake movie was uploaded, several Torrent users were used to download, seed (upload) and make it popular in the Torrent universe. Simultaneously, social media was used to propagate the news of the movie’s leak. The social media reach of the movie’s actors was used to extend the reach of the campaign. The word reached the masses, a national conversation started. Press, film journalists and various social media influencers picked up the story. As the tone and the execution of the message was quirky, several content publishers and YouTube content creators made video content, memes on it. Within 7 days, the news spread like wildfire and reached the Indian Prime Minister. He addressed the issue and promised a rapid and effective change. His keynote speech garnered us more media reach. The film’s tagline (How’s the josh?) became his opening remarks and a national slogan.
Business Impact – Opening week collection 15 million Dollars Earned Media worth over 1.5 million Dollars Response Rate – One in every 150 Indian Torrent users downloaded 20,000 downloads in one day per website Above 250k Torrent downloads overall Prime Minister of India spoke about it $ 1.5 Million earned Media Change in Behaviour – People feared downloading torrents People watching movies in theatres