Challenge

• The movie was to be marketed not only to the fans who had already seen the first part but also to the ones who had not.

• We had to imply nostalgia marketing for the fans of Drishyam and create a deep sense of intrigue among the prospective viewers.

• Hence, keeping the plot under wraps and yet building the right kind of curiosity/intrigue was the greatest challenge.

Solutions

• Nostalgia marketing:

  • A recap video narrated by Mohanlal.

• Intrigue building:

  • Viewers could register on the microsite and play a game based on finding clues, to receive a digital poster signed personally by Mohanlal.

  • The teaser was launched along with a few stills of Mohanlal, BTS snippets and movie stills that were taken during the shoot of the movie.

  • The trailer launch of the movie was a massive success and ended up trending at the first spot on YouTube.

Results