Objective

• The movie had already been released theatrically and was a huge success. The film was now set to release on Amazon Prime Video and hence, our sole objective and focus was to let the audiences and the fans know exactly that - to create awareness about the film's release on Amazon Prime Video.

• Following fan conversations, we noticed that they were demanding for a Hindi dubbed version of the film. At one point the hype for the Hindi version turned out to be extremely huge. A Hindi dubbed version of the film was then announced and a separate campaign based on the Hindi version’s release was then launched.

Challenge

• It was challenging to create an amount of buzz that justifies its release on Amazon Prime Video, given that the movie was deemed successful post its theatrical release. The film was already creating huge waves given the presence of Allu Arjun, Rashmika Mandana and Fahadh Faasil, thumping music, powerful dialogues and an even thrilling narrative.

Result

• The promotions began with the launch of the poster across all the social media platforms to announce the digital release of the film in all languages. A fan-centric tweet was posted by Amazon Prime Video to boost Allu Arjun’s fans’ frenzy over the trailer’s launch; the launch came out to be quite impactful as it received innumerable views on Instagram.

• There was an immensely high anticipation and excitement regarding the launch of Pushpa dubbed in Hindi. A poster based on the Hindi language launch of the film was posted followed by the launch of the Hindi promo highlighting the fact that it featured the most successful superstar of the south film industry and was the biggest blockbuster of the year 2021.

• A still based on one of the most appreciated scenes from the movie was posted on Twitter, leveraging the star power of the duo playing the characters – Pushpa and Bhanwar Singh. Even the tweet that creatively showcased the letter ‘P’ made with the fire emoticons placed along with a single flower emoticon, based on one of the most popular dialogues from the film, was extremely well-received by the viewers.

• A two-panel creative was posted on Facebook, Instagram and Twitter based on the most revered lines from the movie where Pushpa famously places his hand under the beard. Pushpa’s dialogues in the movie are extremely powerful and catchy, hence dialogue cards were posted on different social media platforms. These dialogue panels were created keeping the share of voice received via audience in tweets, memes and reels.

• Given the tremendous fan following of the stars, solo stills of Allu Arjun and a post mentioning the timestamp of Fahadh Faasil’s entry in the movie were posted to retain the anticipation of the viewers regarding the release of the movie.

• To harp on the global buzz around Pushpa’s dialogues and songs. We roped in Lauren to ensure global engagement, and BPraak and Guru Randhawa to have a wider reach among the millennials.

• Nagma’s glamorous dance performance on Saami Saami was well received by the viewers, converging all the attention on the wonderful tracks in the movie. Influencers created reels that garnered not only the prospective viewers’ attention but also helped in catalyzing the dialogues trends and songs across all the social media platforms

• Aggressive seeding activities were conducted along with the posting of various other creatives to ensure enough buzz around the movie. The seeding covered memes using the Hindi & Telugu dialogues, scene lifts, illustrations, song cuts to ensure there was constant word of mouth.

• To interact and engage with the fans of Pushpa, we also held an Instagram story quiz based on the story of the movie to retain attention and intrigue surrounding the movie.

• A creative tweet based on the famous dialogue of the movie– “Pushpa isn’t a flower, it’s fire” raked in lots of likes and retweets as the dialogue stands true given Pushpa’s heroic deeds in the movie.

• An Instagram carousel of Samantha Ruth Prabhu from the song Oo Antava taking on the trending gorgeous-gorgeous-girls phrase received massive likes as the song was a hit.

• A three-panel Facebook post based on the solid friendship between Pushpa and Keshava was also liked by the viewers as it was an important plot in the movie.

• The chemistry between the lead was highly appreciated by the fans and hence, a reel based on the courtship between Pushpa and Srivalli was posted to ensure that the viewers are aware of the predominant romantic angle in the movie. The creatives based on the talking points of the movie were the highlights of our campaign.

• The Instagram post, highlighting the sizzling chemistry between Pushpa and Srivalli; being another talking point of the movie, helped in hiking the virality, the scene lift beautifully portrayed the first time their eyes met. It was appreciated widely as viewers really liked the pairing of Allu and Rashmika in the movie.

• Pushpa’s marketing campaign received enormous amounts of engagement and views. Numerous celebrities and influencers organically began engaging with the songs and dialogues from the film. Celebrities like Ravindra Jadeja, David Warner, Shikhar Dhawan, Suresh Raina, Dwayne Bravo, Rashid Khan, Hardik Pandya, Madhuri Dixit and Gauhar Khan were quick to hop onto the Pushpa trend along with influencers like Dhanashree, Kili Paul, Lauren Gottlieb and Ruhee Dosani

• Overall, the digital campaign was a massive success with audiences not only being made aware of the film’s release on Amazon Prime Video but also, engaging and interacting with the content that was being pushed across PV’s handles.