Objectives

• To harp the pre-existing hype about Chiyaan Vikram & Dhruv coming together for the first time.

• To activate the fan clubs of Chiyaan Vikram to celebrate Chiyaan’s 60th film.

• To create buzz around the father & son against each other in the gangster world of Karthik Subbaraj.

Challenge

• It was challenging to promote the movie as it was based on a character named after ‘Gandhi’ and was portrayed as someone who opposes Gandhian principles and ideologies.

Strategy

• There already was an immense buzz and conversations around the father and son coming together for the first time and our strategy to harp the excitement and spread positive conversation all over India.

• Chiyaan Vikram’s 60th film was the key highlight of the movie. Our strategy was based on creating buzz around Chiyaan Vikram’s 60th film and activating the fan clubs.

Results

• The campaign kick-started with an announcement poster that announced the movie release in 4 languages. The announcement poster initiated positive conversations about the movie among the audiences. Post that with the Teaser, we introduced Vikram’s character in the film while giving the viewers a glimpse of Dhruv at the end.

• We launched the trailer in 4 languages that garnered around 10 Million + views within 24 hours. Based on the positive chatter around Dhruv, we pushed different editorials such as 3 panel of Dhruv, dialogue panel , reels, trailer album, etc across platforms.

• To maintain constant hype about the title we collaborated with a short content app, Josh to run a 10 day walk challenge wherein users were asked to re-create the ‘Mahaan’ walk as done by Vikram in the film to the background of the film's score. Currently, there are 572 videos with 35.2 Million views & 2.8 Million Likes.

• To celebrate 60 films of chiyaan vikram, we conducted a fun & candid Rapid Fire with Chiyaan. This video received a lot of positive reviews as the fans and audiences got to see a candid and fun side of him. This video garnered around 414k+views. Mission Mahaan video to celebrate Chiyaan Vikram’s 60th movie was posted on PV’s youtube.

• In order to maintain the buzz around the movie, a number of influencers were approached to re-create various scenes/looks of the film such as Dikshita , Ananth, Osheen. We also associated with influencers such as Rahul Raj, Naveen Ricky, Kishen Raj, Nikhil Thomas, Madan Gowri, Sai Rithu, Ashwin Kumar, Jissa Paul, Peter, Sathish, Aslan Arjun, Vimal Chandran, Chandru, Willaim Patrick and Nakkalites to create different kinds of content around the film talking points that garnered around 4.9M + engagement.

• Overall, the campaign was highly successful with audiences being made aware of the film’s release on Amazon Prime Video. The audiences were highly engaging & interactive with the content on PV’s social handles. Since announcement till date, the title has garnered 614K+ social mentions & 906K+ engagement across PV platforms.