Here is a case study on the promotion of a Bollywood Movie, Ankur Arora Murder Case, using Social Media. The movie received excellent critic ratings & positive word of mouth however failed to dazzle at the Box office. Everyone agrees that the product was sound, however the quandary remains unsolved - Would this product have worked better if a prominent actor was part of the project or did the movie fail because it was late to go-to-market or was the theme too niche to attract a large audience?
Here is an overview of the Social Media Marketing strategy adopted to promote the movie. Certainly the initial campaigns (LIKES/ COMMENTS/ SHARES per post on Facebook) signalled that vanilla strategy of promoting a Bollywood movie wouldn’t work. IntelliAssist then created an out-of-the-box LIGHT A CANDLE FOR JUSTICE campaign to engage youth & spread a positive word of mouth. The presentation captures a few screenshots!
Social Media & Digital Marketing Case Study: Ankur Arora Murder Case
Ankur Arora Murder Case
Digital & Social Media Marketing
• A Vikram Bhatt movie that was inspired by true events.
• Bollywood’s first Medical Negligence drama. The first half showcased
hospital events & the second half turned in to a courtroom drama.
• Story was written by Vikram Bhatt and movie was directed by Suhail
Tatari. Star Cast was Kay Kay Menon, Tisca Chopra, Paoli Dam, Arjun
Mathur & Vishakha Singh.
• Film was slated to release on April 05, 2013 but eventually released
on Jun 14, 2013 along with Fukrey.
• Received good critic ratings and positive reviews from trade media &
users; however turned to be a disaster at the Box Office.
Positioning & Key Challenges
• Movie Positioning
– Meaningful Cinema based on true events
• Key Messages & Talk Points
– Death & suffering due to Medical Negligence is a crime & the criminal
shouldn't go unpunished
– A death in the Operation Theatre due to negligence is plain Murder
– Not only the poor, anyone can be a victim of Medical Negligence – the Rich &
Affluent, the famous & powerful… It could be someone living next door… It
could be you!
• Key Challenges
– No prominent Star Cast & small marketing budget
– Niche Concept; Lack of mass appeal
• Audience for Indian movies is predominantly the youth. They neither connect with
death nor mother-child bond.
– Go-to-market was delayed multiple times
• Content Strategy: We ran five campaigns & created one event:
– Who is Ankur Arora?: Idea was to get the movie name out!
– Meet the Cast: Idea was to provide a brief introduction of lead roles.
– Medical Negligence Victims: Idea was to sensitize audience & help them relate
with the movie theme.
• Brand New Campaigns to enhance ENGAGEMENT
– Satyamev Jayate: Do U Remember? Idea was to Reinforce Research & findings
presented by Aamir Khan in the show.
– Light 5 Candles – Candle for Awareness, Candle for Hope, Candle for Courage,
Candle for Protest & Candle for Justice. Idea was to move the youth.
– Event - Light a Candle for Justice: Idea was to get audience engaged. Help them
relate with the movie theme and get them take the subject seriously and be part
of the cause/ movement.
• Without making use of any fancy application this was an innovative
way of creating active engagement by leveraging Facebook existing
Creates an Online Event
Campaign 1 - Who is Ankur Arora?
How Event Creation Helped?
• An alternative to development
of expensive application
• Helped in creation of active
engagement and positive word
• When an important update was
posted in an event, all those
who had selected GOING
received a NOTIFICATION
Voice of Media – Ankur Arora Murder Case
asks the audience to Light a Candle for Justice
• Theatrical Trailer that was first uploaded received over 4,75,000 video views; however that had
to be deleted as the producer received a legal notice from Britannia a few days before the movie
• A fresh video was created and uploaded. We shared new link with all online partners.
- Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama