Objective

• To activate the fan bases of Madhuri Dixit fans all over to watch her in Maja Ma as the lead in an Amazon Original Movie that truly centers around her.

• To evoke anticipation and excitement for those that enjoy family dramas to watch the film on Amazon Prime Video the day it is streamed.

• To position the film as a festive watch with the family as the film releases during Navratri and is set on the backdrop of the festival.

Strategy

• To focus on Madhuri’s return to the screen while highlighting her persona as bollywood’s dancing diva.

• To build intrigue around what Madhuri is hiding that has her son’s engagement on the brink of being called off and whether she will reveal her truth.

• Creating the excitement of watching the biggest family entertainer and attending a grand wedding of the year after a long time.

• Making the audience dance and groove to the festive beats and songs of the film.

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

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

Results

• The campaign of the film kickstarted with the launch of the Maja Ma announcement Poster which featured the release date of the film. Thus, announcing to the fans that the dancing diva of bollywood, Madhuri is coming back to the screens with a new film.

• The same evening, a hype reel was posted wherein a few seconds of Madhuri’s upcoming song from the title was posted without any audio. Hence, teasing the audiences that the star is dancing to a song and has a special announcement the following day.

• The next day the song of the film was launched citing it as the garba anthem of the year this festive season.

• Since the dancing queen of bollywood was coming back with a song after a while, a learn the Boom Padi hookstep was created with Madhuri Dixit wherein the actress broke down the hook step step by step for her fans asking them to now show her their moves.

• The Boom Padi hookstep was re-created by Madhuri’s co-stars in the film, Ritwik Bhowmik and Barkha Singh as well further maintaining the buzz around the song.

• To continue to sustain the chatter around Madhuri, a four panel of her stills from the song were pushed.

• To further push the song among fans, audiences and influencers, Rupali Ganguly was approached to re-create the hookstep which was pushed as remix with Madhuri’s dance.

• The teaser of the film was pushed on Oct. 21, as a build to announce the trailer release the following day.

• The trailer of the film was launched on Oct. 22, at 1 PM across platforms.

• To further encourage the audience, Madhuri Dixit Nene shared a message with the audience & encouraged them to take a part in the #BoomPadiWithMadhuri.

• Awez Darbar was approached to re-create the hookstep which was pushed as remix with Madhuri’s dance, to further push the song among fans, audiences and influencers.

• To keep the buzz going for Boom Padi, Gajraj Rao & Srishti Srivasthawa re-created the hookstep and asked the audience to participate in #BoomPadiWithMadhuri.

• Highlighting the family dynamic of the movie, a four panel creative was pushed on the platforms, showcasing the Maja Ma cast.

• Currently, over 7K audience have made use of the Boom Padi IG Audio.

• The trailer hit 5 Million + views in 24 hours of the launch.

• Throughout the start of the campaign, a number of meme and seeding plans with a specific strategy for pre launch, song launch, film launch and post launch were activated. Pre-launch we focused on Madhuri and her return to the screens. For Boom Padi launch, we focused on Madhuri dancing to Garba while giving us a new festive song for the season and for trailer launch we focused on an invitation to attend and watch a grand wedding.