Here's our #DigitalMarketing #strategy #review of #movie #DilDhadakneDo. An insightful study of how the movie used various social media channels to promote and engage with the audience.

1. DIL DHADAKNE DO’s Digital Strategy
Cruising Along Social Media

2. A little bit about Dil Dhadakne Do (DDD)
It is a Bollywood movie directed by
Zoya Akthar (Luck by Chance,
Zindagi Na Milegi Dobara)
It releases on June 5, 2015
The movie’s star-studded cast includes:
Priyanka Chopra
Farhan Akthar
Anushka Sharma
Ranveer Singh
Shefali Shah
Anil Kapoor

3. What’s got people
talking about DDD?
If Zindagi Na Milegi Dobara
raised the bar when it came to
using social media as a means to
market a movie, DDD doesn’t just
raise the bar even higher, it sets
all new standards. Which other
movie has gone that extra mile,
and started its social media efforts
a whole year in advance, at full
steam?

4. Where all has the DDD
cruise sailed to market
itself across channels?

6. Photos of starring celebrities began featuring
on the movie’s Facebook page.
They were teasers of an unusual kind
Producer Ritesh Sidhwani updated a status that
was shared on the DDD Facebook page
on May 26, 2014

7. Pictures of locations where shooting took place,
pictures of the cast and crew lounging post shooting,
were shared, generating a lot of interest among fans.
DDD’s team also went the whole hog and
used the latest ‘BAE’ meme to connect
with younger audiences.

8. Cross-linking, but not in the direct sense.
On Facebook, the movie shared the tweets
of big names from the industry. Audiences
missing from Twitter got to see what the
rest of Bollywood had to say about DDD

10. Excel Entertainment has always had a very dedicated channel on
YouTube for all its movies and productions.
With DDD, it went all out, with a banner that changed almost every day,
in keeping with the anticipation levels.

11. 2 dialogue promos were released once a week
The movie was promoted by
partners and sponsors such as
Zod Clubwear
Music partners T Series released short
videos of the songs in the movie

13. Priyanka Chopra was tireless in her efforts
to keep her Instagram account both
personalised as well as promotional.
The film put up real-time updates, including
everything from the cast having fun together
during lunch breaks, to their meeting with Milkha
Singh (set up Farhan Akthar). In 2 months, the
account had posted more than 150 photos on the
media tool.

15. The film came up with hashtags that weren’t just about the
film, but surrounding elements as well. There were contests
run around hashtags such as #PhirBhiYehZindagi (a song
from the movie), asking audiences questions.
These were retweeted and favourited extensively. Other
hashtags included, #2DaysForDDDTrailer,
#DilDhadakneDoWithHiFi and
#LeonardoSeDilDhadakneDo.

16. Although it was only a small part of their digital strategy, the Twitter account of DDD
fared well. The response (as seen above) was mellow, then picked up as the release date neared.

18. Dubsmash, a craze among the collective
youth of the nation (and incidentally,
the TG of the film itself), was used by
Ranveer Singh and Priyanka Chopra,
both cast members of the blockbuster.
Strategy: get fans to watch the
video, indirectly remind them that
their movie is forthcoming, thereby
reinforcing a desire to watch it.

20. @Pictures, which secured exclusive telecast
rights to the film, invited viewers to share
their fun and crazy family photos/videos via
Whatsapp. This was part of the movie’s
‘Crazy Family Contest’. Shortlisted winners,
@Pictures promised, would get to hang out
with the cast of the movie.

21. The efforts that have gone into the digital marketing process of DDD cannot be attributed to one person, team or channel
alone. It cannot be more evident that everyone has pulled their support for this movie, and harnessed the power of social media
perfectly.
The movie did something unusual by shifting focus constantly from the movie to the stars to their ‘behind-the-scenes’ goofiness.
The cherry on top, however, was use of Dubsmash to generate more buzz than ever, on social media.

22. THANK YOU