Piku Digital Marketing Strategy Review

•  A Bollywood movie Directed by Shoojit Sarcar under MSM Motion Pictures. Set to release on 8th May 2015

•  Starring Amitabh Bachchan, Deepika Padukone, Irrfan Khan, Moushumi Chatterjee, Jishu Sengupta

ABOUT PIKU

•  The film tells the story of the protagonist Piku Banerjee and her father, Bhaskor Banerjee, as they take a road trip from New Delhi to Kolkata

Digital  Media  Promo/on  Gone are the days when a simple gif, a grainy clip and a picture on cyberspace could complete your entire digital marketing strategy. Today, if a movie does not have its very own dedicated Facebook page, Twitter account with several thousand followers, and a dozen or so gifs floating around the internet, your movie is believed to have flopped even before its release.

Piku’s promotion team has been hard at work, creating a very sound impact on social media by pulling out all stops when it comes to digital strategy.

DIGITAL PROMOTIONS

PIKU’S Primary Digital Channels

Facebook Twitter YouTube

Engagement on Facebook

Promotions began on 29th Oct 2014

Contests were conducted to generate buzz before release

Engagement on Facebook

Apps & custom tabs were prominently displayed & promoted on the Facebook page

Exclusive on-set photos of actors in the film were posted on the movie page’s timeline. Even some behind-the-scenes photos were posted to generate interest

Other Brand Promos

ENERGIZE DESTRESS & CHILL WITH PIKU & HER BRAND PARTNERS – Riding high on Deepika’s fanbase & the brands’ too

1.  Interaction and updates were real time 2.  Minute-by-minute update of all promotional events (such as music

release, unveiling of fashion apparel donned in PIKU, etc) 3.  Teasers and trailers linked from YouTube to the movie’s Twitter

account to increase virality 4.  Use of various promos from the YouTube channel (eg: Dialogue

promos, which are relatively new concepts with respect to promotional activities.)

5.  Use of hashtags to great effect (#PIKU #8thMay)

Engagement on Twitter

Engagement on Twitter

#8th May trending in India

Dialogue promos

Engagement on Twitter

Engagement has steadily been rising since April 2015, as use of hashtags has proved to be a success. As the movie closes in to the release date, more and more people can be seen talking about it, as well as the leading actors – Deepika Padukone and Amitabh Bachchan

1.  Uploads such as Dialogue promos (up to 7, at last count – one week before release date)

2.  Sharing of PIKU songs released by Zee Music Company, the movie’s music partner

3.  Sharing of videos uploaded by the movie’s brand partners such as Senco Jewels, Parachute Advansed, Amul, and so on

Engagement on YouTube

Engagement on YouTube

PARACHUTE

SENCO GOLD

RED LABEL

Promotion by Other Brand Partners

MITASHI MELANGE by Lifestyle

Mobile Strategy

With the exception of recent movies such as Ra One and Chennai Express, there has been very little, or nothing, done in the sphere of mobile marketing. This is ignorant on the part of the promotion teams as mobile apps help bring in a lot of buzz, and generate word-of-mouth wildfire.

This is where PIKU succeeds. Not only does the movie have apps displayed as custom tabs on its Facebook page, but a few days after the initial teaser release, a few video invites were sent via WhatsApp, for the launch of the movie’s trailer.

Mobile Strategy

The personalised invites belong to a strategy called ‘ permission-based SMS marketing’ that help target a large audience. Something

as simple as a missed call on pre-determined numbers helped audiences watch the launch of the trailer.

Digital Success and Box Office Success

Typically, digital success is a mirror of a movie’s box office success. Longevity helps when it comes to promoting a movie right into the stage of its final release. The initial buzz carries people into the movie halls, where its final success is reflected in comments on YouTube, Facebook, and Twitter. Good reviews cause more people to flock to the theatres, hence determining the amount of money the movie rakes in. While promoting the movie through TVCs and social events are never quite going to lose their charm, it is quite evident that the entire promotional conversation is shifting steadily to the internet, as far as Bollywood is concerned.

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