Master

The primary objective was to establish that the movie is releasing on Amazon Prime Video.The secondary objective was to tap into the music of the film.

We kickstarted the campaign on the 27th of January with the hype post to generate curiosity around the title to release on Amazon Prime video, followed by the trailer launch. Post the launch of the trailer, we amplified the asset with editorial content including reels which was followed by the release of the movie on the 29th Jan.
Vaathi Coming Song!
- While there were great songs in the Movie, the song “Vaathi Coming” was loved by the audience, we decided to push the songs a further bit more and helped it go viral. Even some celebrities like Ashwin, Shilpa Shetty, Jaime lever, Dinesh karthik etc. had also uploaded their dance video on social media platforms. Looking at the kind of engagement the song has received we decided to give more push to it by reposting & sharing the videos made by these celebrities on different platforms. To engage more with our audience we retweeted videos & created a hype by posting a few tweets.

To announce the release of the film on Amazon Prime Video, we deployed hype posts using the silence emoji, post the buzz launch the trailer went live on the same day which garnered fan engagement across all the platforms like Facebook, Instagram, Twitter & YouTube. We saw a huge rise in social mentions from 7am onwards wherein we saw Prime Video, #MasteronPrime & #MasterTrailer trending on Twitter India. Before the official trailer announcement on APV platforms at 12 noon, the title had already garnered conversations worth 120K+ social mentions in the first half of the day.

Post the official announcement, the title has massively garnered 427K social mentions in the first 24 hours.
The trailer has a total viewership of 7.2+ M just on the Prime Video Youtube channel The song Vaathi Coming till date has accumulated more than a whooping 310+M views just on Youtube, apart from the song going viral on social media platforms.