Objectives

• The primary objective was to entice the audiences in the subject of the film to such an extent that they are encouraged to watch the movie on Amazon Prime Video the same weekend of release.

Challenges

• To strike a powerful and the right balance between the overarching concept of the film and its grungy and violent depiction.

• To ensure that the violent nature of the film and Keerthy’s role as an antagonist does not turn the audience away at first glance. Essentially showcasing that there is much more to the film than its brutality.

Strategy

• To structure the campaign in a calculated way, such that we bring out Keerthy Suresh's never-seen-before raw, violent and gruesome. To spotlight her as the antagonist but by using that as our strength.

• To harp on the pre-existing hype of Selvaraghavan’s debut as a lead.

Results

• In order to leverage on Keerthy Suresh’s popularity and to activate her fan clubs, a build-up creative announcing her arrival was pushed. This helped to create intrigue and excitement prior to the teaser launch of the film.

• On April 22, the teaser of the film was launched. Evident from the comments, the teaser managed to instill in the audience an aura of intrigue which was created by the characters of Ponni and Sangaiah.

• On April 26, the trailer of the film was launched. This trailer powerfully hinted towards murders, revenge and the violence that comes with it. This activated Keerthy and Selvaraghavan’s fanbase, who loved the idea of Ponni and Sangaiah coming together as siblings. Their excitement was palpable from the comments where the fans were observed mentioning that the trailer was riveting, expressing their anticipation to watch the film, and greatly appreciating Keerthy’s acting skills and character in the film.

• The production house then pushed a dialogue promo which casted a light on the violence angle in the film. This was further complimented by a reel that shed dimensions to Keerthy Suresh’s character.

• The promo of the film was launched across platforms on May 6 at 12:01 AM. The audience loved Keerthy’s brand-new avatar and were already pumped to see Selvaraghavan’s new role. It elicited a massive response from the fans.

• Fans love nothing more than to receive a glimpse of their favorite actors in the form of their characters of a new film release. Based on that sentiment, as well as to give the fans and audiences a deeper glimpse into the characters of Ponni and Sanghaia, a number of videos featuring Keerthy Suresh and Selvaraghavan were shot. These videos were thematic videos that seamlessly linked the theme of the film to the concept of the video thus, not only giving a peak of the characters to the fans but also creating a connection between them and the talent. Some of the videos include concepts such as Culinary skills with garnered 538,109 views and 11K likes, Sangaigh’s here for destruction which garnered 5,298 views and 146 Likes and don’t mess with the siblings which have received over 20,699 views and 404 likes.

• Finally, the PH pushed a post-release promo from the film to create further intrigue and curiosity amongst the audience to watch the film. It encompassed a scene from the movie that covered the nature of the film - violence and anger. Moreover, it puts a view on Keerthy's ruthless character. This allowed the fans to apply more direct context to the plot of the movie.

• Corresponding to the aforementioned assets, we collaborated with multiple influencers, which were a mix of illustrators, influencers and recommendation pages along with a few Twitter Influencers to reach a wider audience.

   

  • Instagram Influencers: Instagram influencers and actors activated their strong fanbases on Instagram by making Review Videos of the movie. The influencers spoke about the cinematography, Keerthy’s performance and Selva’s debut - all combined, attributed influencing their fan base to watch the film.Through their far-fetched reach, they managed to collect strong engagement. Example: “Superb movie and best revenge 😍😍😍🔥🔥🔥”, “I’ll go and watch it!!!❤️❤️❤️”, “I watched this movie today 😍 superb movie 👌👌 excellent performance by everyone 👍 especially keerti Suresh👏👏” Link 1, Link 2, Link 3, Link 4, Link 5.

  • Recommendation Pages: These pages elaborately and extensively, put into words the synopsis of the film. They help spread awareness in a very poetic way. The audience responded to their pieces with their own thoughts.
    Example: “Looovveeelllyy film ❤️🔥 so refreshing to finally watch an unapologetic Tamil film that doesn’t mince its words. The cinematography though…..especially the last scene in the theater. The projector lights, blood splashes and the silhouette stole my heart 🔥🔥”
    “As far as there is an action, there will be a consequence likewise As long as there are filmmakers and storytellers like the one who made this masterstroke, there will be cinema!!! Link 1, Link 2, Link 3.

  • Twitter Influencers: Having a similar objective to Instagram recommendation pages, twitter influencers shared their own feedback on the movie. A highlight in all their reviews was Keerthy’s performance. That being said, even this garnered heavy audience reception, clocking a total engagement of 21,113. Link 1, Link 2, Link 3, Link 4.

  • Instagram Illustrators: Since the movie is strong on visuals and graphics, Instagram illustrators were handpicked to visualize a scene through graphical art. This was done to include a new segment of the audience and spread the presence of this film. The creative pieces were received well by the audience with comments like: “Woww, just loved the picture 👏👏”, “Ponni🔥”, “Brilliant. ❤️” etc. Link 1, Link 2, Link 3, Link 4 Link 5.

• Social Media Engagement Numbers: With regards to our engagement, we received 61,843 on Instagram, 3,347 on Facebook and 7,113 on Twitter. Overall, it received a total engagement of 72,303.
  Moreover, with regard to engagement from the date of release to 24 hour after, the title garnered 10K social mentions on the web. Additionally, the title was trending on #3 in India trends section within a few hours of the movie launch.

In addition to the primary assets mentioned above,

• We further activated an extensive meme and seeding plan which was carried out throughout the campaign: pre-launch, launch and post-launch.

• Pre Launch: We focused on building the sibling bond between Keerthy and Selva. Keerthy’s raw and powerful character as well as Selva making his acting lead debut.

  • 1. Build Up Creative centered around Keerthy to create curiosity among her fans.

  • 2. A two panel back shot of Selva and Keerthy was posted across talent handles in order to maintain the unusual plot and intrigue behind this movie.

  • 3. Stills from the trailer highlighting the key moments were pushed by talent and PH.

  • 4. To keep chatter around the trailer, a dialogue panel was pushed by PV.

  • 5. Several editorial content was pushed by the production house to maintain conversations leading to the launch of the film. Link 1, Link 2, Link 3.

  • 6. Countdown posts were pushed to generate anticipation leading to the release. 2DTG, 1DTG.

• Launch and Post-Release: We focused on the revenge and empowerment angle of the film.

  • 1. Post-launch, Keerthy pushed FDFS images of watching the film the same night, encouraging her fans to do the same.

  • 2. A Prime Video creative was fashioned to encourage the fans to watch the movie.

  • 3. PV further pushed a carousel of stills from the film highlighting the scale of the movie.

  • 4. On Twitter, PV pushed a still from the movie of Keerthy highlighting the extent of revenge and vengeance.

  • 5. Finally, the PH pushed another creative feature of Keerthy, putting indirect context to her character.

  • 6. After the film launch, PV and PH pushed a review creative populated with positive words of appreciation for the film.Link 1 & Link 2.