OBJECTIVES

• To evoke anticipation and excitement for those that enjoy family dramas and are pet parents to watch the film on Amazon Prime Video.

• To activate the fan bases and universe of Surya and Jyotika - the producers of the film, to create chatter surround the film and inturn, encourage them to watch the film.

CHALLENGE

• The film, itself did not feature a big personality as a part of it’s star cast and thus, it was a challenge to yet pull a crowd and entice the audiences to watch the film the weekend of its release.

STRATEGY

• To harp on the emotional bond between the boy and the dog to encourage pet parents, pet lovers and the general audience to connect with that feeling of love and loyalty.

• To use and activate Surya and Jyotika’s fan base to watch the film.

RESULTS

• Pre-trailer, the poster of the film was launched showcasing the father-son-dog relationship. Suriya’s tweet of the poster with a personalised caption mentioning Jyotika and their pets - Oreo and Waffle, created immense buzz and chatter which helped to activate their fan pages too.

• A teaser was launched that introduced and highlighted the relationship between Arjun and Simba, followed by two teaser centric editorial assets to sustain the conversations surround it’s launch Editorial 1, Editorial 2.

• As National Pet Day is celebrated on April 11, 2022, the trailer of the film was chosen to be launched then. This resulted in the trailer to be running at about 81,505 views and 7,831 likes till date.

• To further push the pet angle in the film, Samantha Ruth Prabhu, who is a proud owner of a pet as well, tweeted the launch of the trailer, mentioning the key points of the story of unconditional love, loyalty and friendship. This tweet reached about 8,855 likes and 1,662 retweets.

• Post the launch of the trailer, to sustain conversations, numerous editorials such as a trailer album, dialogue promo, countdown creatives for 5DTG, 4DTG, 3DTG , FDFS were pushed till the launch of the film to encourage the audiences to watch the film while showing the strong emotional bond and connect between Simba and the characters of the film.

• To further mobilise Suriya and Jyotika’s fan base and to show their deep emotional connect with the film, a special video of Suriya and Jyotika wishing Arjun good luck was posted which holds about 34,100 real time views and 8,404 likes. This also helped to encourage and entice their universe to watch the film on it’s release.

• The paws for a cause event was amplified by the PH as well which was organised by The Hindu to publicise pet adoption drives and persuade families to be a part of such adoption drives instead of buying pets. It was a pet adoption drive for homeless dogs that took place before the release of the film. The event was organised for a fun-filled evening with families coming in and spending time with little pets and promoting the cause of adoption drives and thus, the film was promoted. The poster for this cause reached about 1,103 likes on instagram.

• A dialogue promo highlighting Simba’s role in the film with regard to the competition was pushed. A few hours prior to the launch of the film, a video message by Arun and Arjun Vijay was pushed persuading the audience to watch the film. The launch promo of the title and film stills were pushed across handles to sustain conversations.

• Post the release of the film, the positive reviews were pushed to bring more and more audiences to watch the film engaging about 1,693 likes.

• We collaborated with a number of influencers such as Sidhu, Varalaxmi, Mani, Makapa, Wilspat, Rio Raj, who created videos along with their dogs which has reached about 287,106 likes in total till date. We also collaborated with Bohra Sisters, who created an animated video of a scene from the movie running at 5,309 likes.

• Arjun Vijay posted a Training session video of Arun Vijay, wherein Arun was shown being trained along with the dog for the championship event scene. ​​This training video created a huge buzz and reached about 495,800 views with 92,334 likes showing the behind the scenes of Arun’s training.

• Influencers like Varalaxmi Sarathkumar, Makapa Anand, Manimegalai, Zara, Nakshathra Nagesh, Sidhu, Wils_Pat, Sunita Gagoi, Rowdy Baby Aazhiya, Rio Raj went live post the release of the film sharing their experience with their pet dogs and how they would recommend everyone to go watch the film to see the special bond between Arjun and Simba. Their posts are still running at about 385,395 likes altogether.

• Throughout the campaign, we activated a meme and seeding plan with a specific strategy for pre launch, launch and post launch. Pre-launch we focused on the bond between Arjun and Simba while during the launch and post-launch we focused on what are the benefits of having pets at home and how this film is a family entertainer.

• With regards to the engagement numbers from the date of release to 14 days after, the film received the following response, an engagement of 1,122 on Facebook, 4,303 on Twitter and 69,382 on Instagram which continued to grow. Overall, the title garnered 26.7K social mentions on the web.