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

2. • 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

3. 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

4. PIKU’S Primary Digital Channels
Facebook Twitter YouTube

5. Engagement on Facebook
Promotions began
on 29th Oct 2014
Contests were conducted
to generate buzz before
release

6. 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

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

8. 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

9. Engagement on Twitter
#8th May trending in India
Dialogue promos

10. 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

11. 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

12. Engagement on YouTube
PARACHUTE
SENCO GOLD
RED LABEL

13. Promotion by Other Brand Partners
MITASHI MELANGE by Lifestyle

14. 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.

15. 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.

16. 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.

17. THANK YOU