Summary

One of the most well-known movies of the late 90’s was Sanjay Leela Bhansali's opulent spell, Hum Dil De Chuke Sanam, released on 18 June, 1999. The idea was to remind the audiences and take them on a trip down memory lane through Sanjay Leela Bhansali's creative world. Using this sentiment, we harped on the communication and feeling of nostalgia. Hence, the campaign gave the audience a wonderful opportunity to revisit all the lovely songs and moments of the film.

Attracting the audience by focusing on the following points:

• Dramatic love triangle.

• Powerful dialogues.

• SLB’s vision of showcasing love.

Objectives

• Create awareness about the films 23th anniversary.

• Providing people with the feeling of nostalgia.

• Activating fan clubs.

• Highlighting the dialogues and unforgettable music from Hum Dil De Chuke Sanam through our creatives and bringing back the magic of the film.

• To showcase the iconic love story between Sameer and Nandini.

• To highlight the dramatic love triangle and a journey through the most romantic love saga ever made.

RESULTS

• The first leg of #23yearsofhumdildechukesanam started with a celebration video showcasing the journey of love and heartbreak to create hype among the fanpages and the audience

• Following this, we made a 3 grid post for each of the main characters in order to highlight the triangle theme of the film -

• The first grid showcased Salman’s character as Sameer, featuring his character as a hero filled with romance.

• The second grid featured Aishwarya’s character as Nandini, highlighting her free spirit.

• The third girl featured Ajay’s character as Vanraj, highlighting his selflessness.

• Lastly, to end the campaign, we pushed three dialogue reels of the most popular dialogues of Sameer, Nandini and Vanraj that highlighted their individual characters in the film and summarized their character journeys through the film.

• To keep the momentum and the chatter around the anniversary going, each of the asset were amplified via seedings with all the fanpages of each of the respective talent.

• In order to encourage the fans to participate and to celebrate the anniversary of their favorite movie with them, we reshared the best fanarts,fan edits and reels made by the audience on Bhansali productions Instagram page.