Objectives

• To showcase the most inspiring cricket story ever told.

• To educate and create awareness around Pravin Tambe and his journey.

• To create high word of mouth and drive viewership on the platform.

Challenge

• Due to a limited fan base, it was a challenge to create anticipation.

• There was no active participation of talent and support by IPL teams.

Strategy

• The campaign strategy was devised on two factors:

  • Create recall around Shreyas Talpade coming back as a reel cricketer.
  • An inspiring story that each one of us should know.

• This helped us create visibility, drive-in conversation and build FOMO around the movie.

Results

• The campaign kickstarted with a poster launch that highlighted the release date of the film. The highlight of the poster was it showcased the debut age of all the cricketers like Sachin Tendulkar, M.S. Dhoni, Yuvraj Singh and many more.

• The poster helped us achieve the 1st leg of the campaign i.e. establish the fact that Pravin Tambe debuted at the age of 41.

• The trailer launched on the 10th of April in three languages Hindi, Tamil and Telugu.

• Right after the launch, the WOM was extremely high around Shreyas Talpade. RR fans helped in spreading conversations since the shot at 2:51 showcased Pravin Tambe’s 1st debut match at the IPL.

• Rajasthan Royals supported the trailer launch by natively posting it across their handles.

• To sustain the trailer and build conversations around the film, characters and storyline. We pushed the dialogues that became popular and inspiring for the audience. Dialogues such as Post 1, Post 2, Post 3, Post 4, and Post 5 and reel of scenes that popped digitally.

• 10 days prior to the release, we populated dialogue promos around his struggle, his story and what the audience should expect from the film. Dialogue promos like video 1, video 2, and video 3.

• To increase anticipation, we interacted with fans in the following ways:

  • The conversation was at its peak throughout the campaign wherein fans highlighted how the bowling style is a resemblance to Iqbal. We created a video that tapped into the nostalgia factor.

  • We shot a few videos with reel and real Pravin Tambe that highlighted their bond, the bowling techniques and trending reel formats.

  • Fans had never seen Pravin interact socially and these conceptual videos helped us build awareness around him.

  • Videos like Reel Vs Real, Bowling Tambe Style, Pushpa trending format, and Things you didn’t know about Pravin Tambe.

• Participated in trending formats like Arrange marriage is scary and life is short to say.

• Countdowns to create anticipation: 3 days to go, 2 days to go, 1 day to go and streaming now.

• On the day of release, Kolkata Knight Riders hosted a special screening to celebrate the launch of Kaun Pravin Tambe. The video showcased Pravin Tambe’s coach and how everyone relived the moment.

• Post the release, we amplified reviews across platforms, post 1, post 2 and post 3. The movie received high positive reviews from fans, media and audience. The IMDb rating was 9/10 organically.

• To sustain the conversations post the release, we planned the following:

  • Candid images of the reel and real Pravin Tambe.

  • Inspirational dialogues from the film.

  • Character posters: Poster 1 and Poster 2.

  • Rajasthan Royals' reaction video to the film.

• Throughout the campaign, a cohesive and interactive strategy was followed.