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Ankur Arora Murder Case
Digital & Social Media Marketing
Overview
• 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
Facebook Advertising Campaign
Facebook Ad Campaign Creative
Facebook Content Strategy
Content Strategy
• 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
framework
1st TIME
Bollywood Movie
Creates an Online Event
Campaign 1 - Who is Ankur Arora?
Content
Engagement
Campaign 2 - Meet the Cast
Campaign 3 – Victim of Medical Negligence
Content
Engagement
Campaign 4 – Satyamev Jayate
Campaign 5: Light 5 Candles
Day 1
Awareness
Day 2
Hope
Day 3
Courage
Day 4
Protest
Day 5
Justice
Event – Light a Candle for Justice
CONTENT
ENGAGEMENT
Event: Light a Candle - Engagement
How Event Creation Helped?
• An alternative to development
of expensive application
• Helped in creation of active
engagement and positive word
of mouth
• 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
Voice of Prospective Audience
Twitter Campaign
• Used #LightACandle – Trend continued for over 36
hours. We increased video views & event RSVP
YouTube Promotion
YouTube
• 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
release
• A fresh video was created and uploaded. We shared new link with all online partners.
Advertising Campaign
- Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama
Not all Good Things End Well!
Can We Assist You?
www.intelliassist.in Facebook.com/IntelliAssist Twitter.com/IntelliAssist

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Social Media & Digital Marketing Case Study: Ankur Arora Murder Case

  • 1. Ankur Arora Murder Case Digital & Social Media Marketing
  • 2. Overview • 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.
  • 3. 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
  • 6.
  • 7.
  • 8.
  • 10. Content Strategy • 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 framework 1st TIME Bollywood Movie Creates an Online Event
  • 11. Campaign 1 - Who is Ankur Arora? Content Engagement
  • 12. Campaign 2 - Meet the Cast
  • 13. Campaign 3 – Victim of Medical Negligence
  • 15. Campaign 4 – Satyamev Jayate
  • 16.
  • 17. Campaign 5: Light 5 Candles
  • 23. Event – Light a Candle for Justice
  • 25. Event: Light a Candle - Engagement
  • 26. How Event Creation Helped? • An alternative to development of expensive application • Helped in creation of active engagement and positive word of mouth • When an important update was posted in an event, all those who had selected GOING received a NOTIFICATION
  • 27. Voice of Media – Ankur Arora Murder Case asks the audience to Light a Candle for Justice
  • 29. Twitter Campaign • Used #LightACandle – Trend continued for over 36 hours. We increased video views & event RSVP
  • 30.
  • 32. YouTube • 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 release • A fresh video was created and uploaded. We shared new link with all online partners.
  • 33. Advertising Campaign - Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama
  • 34.
  • 35.
  • 36. Not all Good Things End Well!
  • 37.
  • 38. Can We Assist You? www.intelliassist.in Facebook.com/IntelliAssist Twitter.com/IntelliAssist