Objective

• Target the cities that has limited access to the fan base of Ajay Devgnand derive a strategy to convert them which would help us create larger conversations

Strategy

• Celebrate Ajay Devgn's 100th film and his journey of 30 years in Bollywood

• Engage with Ajay Devgn’sfan-club to reach out the masses across the nation and create his own #TanhajiKiSena

• Associate with Amar Chitra Katha to reach out to the kids directly, this helped us bring back the brave historical battle of India in the form of a comic book

• Create a bilingual strategy to target the Marathi audience

Trailer Launch Events

• Launched the first trailer in Mumbai in the presence of eminent personalities from the industry

• A press conference took place in Kolkata with Ajay Devgn

• To reach the Maharashtrian audience, the trailer was released in Marathi to hit the right chords and touch the audience sentiments.

• Trailer 2 launch event took place in Delhi. The event witnessed the presence of Major General Gagan Deep Bakshi as a chief guest who shared his insights about the war

#TanhajiKiSena

• The trailer created a larger buzz around the BGM of the movie. There were fan videos that highlighted their enthusiasm

• Tapping on the same sentiment, we executed an activity with the #TanhajiKiSenato build Ajay Devgn’s universe

• Created #GhamandKarChallenge wherein the fans were asked to create the loudest war cry and stood a chance to be a part of #TanhajiKiSena

• #TanhajiKiSenawas used to bring out the sentiment of patriotism and unity among the Indians

• Created an AR filter which was available on Facebook, Instagram and Snapchat for the audience to be a part of the #TanhajiKiSena

Associations

• Ajay Devgn created a exclusive fun video with one of India’s top YouTuber, Amit Bhadana

• Associated with Humans of Bombay that highlighted Kajol& Ajay's journey

• Partnered with Scoopwhoop Townhall for a candid chat with Kajol

• TanhajiXTikTok generated 141.3 Million Views around the #TanhajiTheUnsungWarrior using the dialogues and songs for the audience to be a part of #TanhajiKiSena

Results