Darlings, a film where the idea was to create a buzz around the dark comedy theme of the movie . This being the first time the entire cast was coming together and it being Alia’s first produced piece distributed on netflix. The objective was not to limit the communication there but also get the communication going about their characters. The communication and buzz was created using darlings lingo and metaphors.

Create buzz around the dark comedy theme.

Create communication using Darlings metaphors and lingo.

Creating awareness around domestic violence against women.

To create excitement and anticipation amongst the audience to see the entire cast for the first time in one frame.

Highlighting this as Alia Bhatt’s first movie as a producer.

To entice the audiences enough to stream the movie as soon as it is released.

The first leg of the campaign started with creating a buzz amongst the audience on what “Darlings is”.

Following this the teaser was launched on July 5 . The teaser was continuously tracked. All mentions were being reposted on the stories.

Post the teaser launch we pushed out various content (posters) to get the conversation going amongst the audience.

Content around talent was pushed the next day to create excitement and anticipation amongst the audience to see the entire cast in one frame.

On July 11th we started pushing out content (memes etc) using the teaser to keep the momentum going.

On July 23rd, 2022 we pushed new posters for Darlings to get the conversation going again amongst the audience. The posters got a lot of engagement.

Following the release of posters , the trailer was launched on all social media platforms on July 25 2022.

On Jul 26, 2022 we launched a “Trailer Out” poster.

Post the trailer launch, various content was created using Darlings metaphors and parallels by the talents to create the buzz amongst the audience.

Following the trailer, we pushed out various content (memes, reels etc) to keep the buzz going.

4 days before the release of the film we started pushing out the countdown posts with the talent to create the buzz for the release.

3 days before the release, the song La Ilaaj was released.
The song had various stills and scenes that created buzz and conversations amongst the audience.

On Aug 2, 2022 we pushed out the “Album Now Out” posters to keep the momentum going.

Following this, we pushed out countdown posts along with other content for the release of the film.

Post the release we pushed out various content (memes, reviews, brand collaborations) to keep the buzz going.