CODE NAME: URI

Bronze Spike

Case Film

Presentation Image

TitleCODE NAME: URI
BrandTRIGGER HAPPY
Product / ServiceURI: THE SURGICAL STRIKE, THE FILM
CategoryA08. Media / Entertainment
EntrantDENTSU 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

Credits

Name Company Position
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

Why is this work relevant for Media?

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.

Background

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.

Describe the creative idea/insights (30% of vote)

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.

Describe the strategy (20% of vote)

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.

Describe the execution (20% of vote)

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.

List the results (30% of vote)

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

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