OBJECTIVE

• Increase buzz and conversation around SLB’s 10th directorial film, & create awareness as Gangubai Kathiawadi will be bringing back the love for cinemas.

STRATEGY

• Right after the teaser the conversations were at its peak around the film, Sanjay Leela Bhansali and Alia Bhatt.

• Our strategy was to encash on these conversations to reach out to our audience nation-wide and bring them back to cinemas.

RESULTS

• The first leg of the campaign began with the launch of Alia Bhatt's poster & Ajay Devgn's poster.

• The poster and trailer inspired many fans to depict her look from the movie.

• The trailer of Gangubai Kathiawadi was launched exclusively by 5 theater associations - PVR, INOX, Miraj, Carnival and Cinepolis who came together for the first time in the history of cinema. This aided us in garnering a lot of attention and positive conversation surrounding the title.

• Post the launch, as dialogues were our strongest assets, we pushed reels on socials - Dialogue 1, Dialogue 2, Dialogue 3 which got at least 1M to 4M views. We also asked fans to recreate the same. Both the remixes garnered huge numbers and were also trending on Insta IG Music for two weeks.

• Following that, the film's first song - Dholida sung by Jahnvi Shrimankar was released which received a lot of attention across platforms in terms of comments, engagement & positive conversations. It was trending on No.1 on YT music.

• To sustain the hype around the song, we associated with influencers such as Nagma Mirajkar, Bhavin Bhanushali , Melvin Louis , Shakti Mohan , Dhanashree Verma Chaha, Sonal Devraj, Sonal Bhadauria, Awez Darbar, Shweta Sharda, Alisha Singh, & Karan Sonawane danced on the track of Dholida which created immense hype among the audience and they shared their own version of the song. This resulted in 177K+ reels using the IG music of the original track.

• To make the audience become a part of Gangu’s gang, in the launch week, we pushed Gangu’s Namaste filter calling it GanguWalaTrend.

• We associated with Variety to publish an article about Gangubai Kathiawadi in their magazine’s official handle. We also associated with Instagram and shot a day out video with Alia, making her the first Bollywood actress to be featured on IG.

• Post that, Jab Saiyaan sung by Shreya Ghoshal was released before the movie release which received a huge response among the audience. To create awareness, Alia Bhatt and Shreya Ghoshal also conducted an Instagram Live which marked her working 20 years in the industry.

• To create more buzz for the song, Alia Bhatt posted a reel, which kickstarted a trend which got a huge response.

• Song push for Jab Saiyaan for sustenance such as 25 Million, Card Trend which also resulted in 52K audience and influencers make use of the audio.

• This first world premiere for Gangubai Kathiawadi was hosted at Berlinale Film Festival, while the movie received a 7 minutes standing ovation & received a huge response internationally. Film critics such as Kunt Elsterma & Rolling Stones reviewed the film which created a good word of mouth and the images and videos were shared on social media.

• A few days prior to the movie launch, to create more buzz, Alia Bhatt went on twitter and answered questions from fans #AskAlia, which received a huge response. #AskAlia 1, #AskAlia 2, #AskAlia 3, #AskAlia 4, #AskAlia 5, #AskAlia 6, #AskAlia 7, #AskAlia 8.

• On the launch day, Alia Bhatt did a bus tour and surprised her fans in the cinema hall in Mumbai which garnered a lot of attention from the media and on the same day Jhume Re Gori was released to the audience.

• Following the launch of the movie Gangubai Kathiawadi received enormous amount of conversations and reviews from critics such as, Taran Adarsh, Anupama Chopra & channels such as Wion News, Bollywood Bubble, & Aaj Tak.

• Amul India also depicted Gangubai Kathiawadi’s poster & the same was shared on Bhansali Productions social media platforms.

• Since Gangubai Kathiawadi gained such a good response, a special trailer was released to the audience as a thank you.

• For Alia Bhatt’s birthday, Alia As Gangubai was released of her talking about her journey & of her character.

• Overall the campaign received huge appreciation across platforms and was successful with the strategy to bring the audience back in cinemas with Gangu!