Summary

• Bhool Bhulaiyaa 2 is the quintessential horror comedy franchise. The audiences had not seen a haunting comedy in the longest time. Bhool Bhulaiyaa 2 was the best way to mark the return of the genre and infamous Manjulika back to the theaters!

• This sentiment led to the campaign strategy of ‘SHE IS BACK’.

• Harping on that, through this communication hook, we created enticement, intrigue and chatter through a feeling of nostalgia among the audience & focused on points such as-

• Re-opening the doors of the haunted haveli.

• The haunting comedy returns.

• The biggest family entertainer.

Objectives

• To bring back the genre of comedy + horror ride for the audience.

• Creating excitement of watching the biggest family entertainer of the year in theaters after a long time.

• Making the audience go gaga and groovy once again with title track of BB2.

• Keep the suspense of who plays Manjulika while ensuring the audience feel her presence.

• Strategically launch the songs of the film to create a long-lasting impact.

• Activating various fan clubs for talents to be on everyone's mind throughout the film's release.

• Using a number of offline and online platforms for song launch and promotion.

RESULTS

• The first leg of the campaign started with an announcement of the Bhool Bhulaiyaa 2 new release date to inform the fans and build-up their excitement.

• The campaign kickstarted with a teaser which went live on April 14 giving snippets of the house & Kartik Aaryan's entrance in Bhool Bhulaiyaa 2 with the popular and much loved character of Chotte Pandit from the first franchise. Following that, a video was posted digitally showcasing the hype and mania of the teaser in the cinemas among the audience.

• Following that, motion posters of Kiara Advani & Tabu went live, one on each day leading up to poster launch. Each motion poster showcased a horror element of the movie, with a hint of Manjulika thus, reiterating that ‘she is back.’ This helped create anticipation & conversations among the audience and media.

• On the day of the trailer launch, Kartik Aryan & Kiara Advani, arrived at an offline event with a unique entrance for the media & fans through the doors of the haveli along with the directors/producers. They showcased the trailer to the audience and fans in a theater, which was then accompanied by a digital launch. This aided us in garnering a lot of positive attention and conversation & reviews surrounding the trailer which resulted it in trending on Youtube & received 37 Million + views in less than 24 hours.

• Following this, the first song and the most awaited was released - The Title Track sung by Neeraj Shridhar. The title track showcased the cool avatar of Kartik Aaryan’s character as Ruhan/Rooh baba in the film and thus, so did the digital launch. This garnered much appreciation & love by the fans and media. The song hit 40 Million + views in less than 48 hours of its release. The title track featured a hookstep, which caught the attention of the fans and the audience. Which led to it trending and the #ZigZapStep was used by over 2k audiences who participated in this challenge to create more buzz.

• The title track was soon making buzz around the country,to harp on that trend Kartik Aaryan visited 5 night clubs across Mumbai city where he surprised his fans with a visit, danced to the title track with them and hence, further promoted the song.

• Post the success of the title track, the next song launch of the film was launched, Hum Nashe Mein Toh Nahin sung by Arijit Singh & Tulsi Kumar was released. The song focused on the love angle between Kartik and Kiara in the film and hence, highlighted their chemistry. The creatives and copy to push the song thus, maintained the same mood and vibe.

• Following this, the party anthem, De Taali was launched. Based on the song’s fun and peppy element, a unique day of activities were planned where Kartik and Kiara started on a bus tour that went through the city filled with photo opportunities. Ending the bus tour at Imagicaa, where the duo launched the songs along with their fans and the audience. As a surprise, they even unveiled a ride dedicated to the film at the theme park. This massive launch resulted in 17 Million + views with the song trending worldwide.

• The duo further promoted the movie on across various reality shows such as Colors TV - Dance Deewane Juniors, The Kapil Sharma Show, Smart Jodi & Zee TV- DIDLilCamps to reach a wider audience and to connect/interact with the audience on a more personal level.

• On the day of the launch, the audience had the only question: Kaun Hai Munjulika? & to answer this creators and influencers such as Kusha Kapila, Viraj Ghelani, Karan Sonawane, Ruhee Dosani, BeYouNick, Sidhant Sarfare, Ranveer Allahbadia & Niharika NM answered the question. This further builds on the curiosity & intrigue of the audience to watch the movie.

• On the day of release, the film received an enormous amount of positive conversations and reviews from critics such as Koi Moi, Mashable, First India, Taran Adarsh, Hindustan Times and so on, which were pushed digitally and via PR. The performances of Kartik, Tabu, Kiara were highly appreciated and so was the thrilling/horror comedy genre of the movie.

• The film began soaring at the box office on the first day itself, with the collection hitting 14.11CR on the first day of the movie launch. This massive win was amplified across digital and PR stories.

• Audiences and the fans love nothing more than the feeling of being a part of their favorite actor’s film. To further push this sentiment, the use of the haveli and it’s hauntedness, a Bhool Bhulaiyaa 2 Filter was also created on Instagram for the audience to experience & feel horror of the sets through their phone, giving the audience a first hand experience of the haunted haveli.

• To keep the momentum high and to maintain the conversations around the fim, some BTS shots of Bhool Bhulaiyaa 2 were released to the audience to give the fans a sneak-peak into the action behind the camera.

• One of the biggest chatter surrounding the movie was the song - Ami Je Tomar. The fans were constantly asking for it and anticipating it’s release. Since the film featured a number of its version, each of them were released part by part, to build the excitement of the fans. Ami Je Tomar sung by Shreya Ghosal & Ami Je Tomar - Rock Version sung by Arijit Singh was released.

• During the pre launch & post launch of the movie, in total 8 trailer cutdowns were released along with 2 dialogue promos to keep the buzz & conversations going for the movie. These featured a number of scenes from the film that highlighted Kartik’s character as Rooh Baba, Kiara as Reet. Giving the fans an insight into the horror-comedy elements they can expect from the film.

• The success of the film led to the fans searching for the movie on google. This led to it trending on Google as well.

• After a week of the launch Bhool Bhulaiyaa 2 hit the box office with 100CR + & a success party was held to celebrate the big win. Currently the box office numbers are 200+ CR worldwide & counting.

RESULTS

• The first leg of the campaign started with an announcement on April 22 for the Janhit Mein Jaari release date to inform the fans and build-up their excitement.

• The campaign kick started with posters which went live from May 2nd creating excitement among the audience by highlighting some #Suchanas.

• Following that, a motion poster of Nushrratt went live, leading up to the poster launch. Each poster showcased Suchanas of the movie, with a hint of creating awareness bringing the real life situations to compare. This helped create anticipation & conversations among the audience and media

• Post the poster launch, the trailer went live. This led to garner a lot of positive attention, reviews and conversation surrounding the trailer, which resulted in 10+ million views in less than 24 hours.

• Following this, the first song and the most romantic release - Parda Daari sung by Dhvani Bhanushali & Javed Ali. This song showcased the love and affection of the Nushrratt and Anud in the film and so did the digital launch. This garnered much appreciation & love by the fans and media for their amazing chemistry. The song hit 5million + views in less than 48 hours, after its release. The song featured an activity for the audience to sing and create a remix with Dhvani and Javed, which admirably caught the attention of the fans and the audience. This created more buzz for the song among the audience.

• Post the successful launch of Parda Daari song we also celebrated Nushrratt's birthday by bringing up her #ManokamnaCharacter in the movie. There was a team celebration too for Nushrrat’s birthday.

• Post the celebration we came up with a witty definition for condom to create the right kind of hype.

• Followed by a new song launch of Uda Gulaal Ishq Wala sung by Dhvani Bhanushali and Amit gupta which received a lot of love and appreciation and topped 5 million+ views within 48 hours of the launch. This launch was also followed by a few dialogue proms and trending reels

• Actiors Nushrratt Baruccha and Anud Dhaka promoting their movie with a live campaign in Jaipur. These womaniyaas were all set to break the world record! Watch them break the World record with the Udaa gulaal song hookstep, which lead to immense love for the movie, song and the actors.

• Following this, the jukebox was launched with all the top songs that would cater the right chords for every mood. The creatives and copies to push the songs thus, maintained the same mood and vibe.

• Soon after the launch of the jukebox, Tenu Aunda Nahi song was released followed by some witty content to promote the movie with a quirky take on it and a remix reel with the actor Anud dhaka himself ft. #RadiowalaNitin

• Singer Raftar's take on the Title track launch garnered a lot of hearts and attention for the movie followed by a number of countdown slogan creatives for the movie created the right kind of buzz on social media.

• The activity buzz for the launch of the movie was to sell the first day tickets at just Rs 100 for everyone and every theater. This initiative was taken to motivate more and more people to watch the movie and lead to a great level of word of mouth for the issue raised in the public interest.

• Nushrratt took up various trending challenges with the perspective of Manokamna. We saw a huge response from the actors for taking up a stand for this social cause and talking and motivating the audience to watch the film. The entire motive was to reach out to as much audience as we can to promote the concept of protected sex rather than shying about it.

• 2 days before the launch date, there was a surprise screening for the audiences in various cities Mumbai, Kanpur, Ahmedabad, Jaipur, Lucknow, Noida, Surat, Pune, Bhopal which got us amazing reviews for the movie reaching out to the right sentiment.

• During the launch day we had a number of actors showing their support from the industry on the screening of the movie. The performance of Nushrrat and Anud were highly appreciated by everyone and the purpose of raising a voice for the safety of women and protected sex was rightly met.

• On the day of the release, the reviews by various portals Koi Moi, First India, Taran Adarsh, Hindustan Times and so on, which were pushed digitally and via PR showered positivity, appreciation for the actors and was acknowledged as a comedy yet witty take on the social cause.

• The film began soaring at the box office on the first day itself, with the collection hitting 56.70 lacs on the first day of the movie launch. This massive win was amplified across digital and PR stories

• Audiences and the fans love nothing more than the feeling of being a part of this social cause film. To further push this sentiment, we also had a filter launched which our audience enjoyed the most.

• To keep the momentum high and to maintain the conversations around the film, some BTS shots of Janhit Meina Jaari were released to the audience to give the fans a sneak-peak into the action behind the camera. Followed by various trends. Tapped on various topicals like International music day & Social media day

• After a week of the launch, Janhit Mein Jaari hit the box office with 3.60 cr. Currently the box office numbers are 5.12 cr worldwide & counting