Summary

Janhit Mein Jaari is a comedy drama feature film. The motive of the film was to bring in awareness on the use and importance of condoms in society. It portrays a strong message of promoting women empowerment while showcasing a witty take on middle class life and protected sex.

Tapping on this communication we created awareness and a feeling and sense of responsibility among the audiences by focusing on the below points such as -

• Drugs khareedne se sharam karo condom khareedne se nahi.

• Suchana #JanhitMeinJaariHai

• Sab pe ek womaniya bhaari hai

• The biggest family entertainer

• Music for every mood

Objectives

• To bring audiences to the theaters to watch a film based on the awareness of condoms and its use.

• Catering to a journey of redefining the thinking of our society towards safe sex.

• Creating excitement to watch the biggest family entertainer with regard to a social cause in the cinemas itself.

• Making the audience groove to the music with the replay button.

• Highlighting the witty take of the movie for a social cause.

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

• Activating Nushrratt’s fan clubs to be on everyone's mind throughout the film's release.

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

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 New24, Bollywood Now, Miss Malini, The times of India and so on showered love and 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.