OBJECTIVES

• To leverage from the existing positive conversations over Madhuri Dixit among the fans in order to entice them to stream the film as soon as it is live on Prime Video

• To position the film as an invitation to all to attend the biggest wedding of the year

STRATEGY

• To highlight the secret that Madhuri Dixit is hiding from everyone in the film

• To focus on Madhuri Dixit’s character of Pallavi Patel

• To position the film as the perfect festive watch for all families

• 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 trailer of the film was launched on Oct. 22, at 1 PM across platforms. The trailer showcased Madhuri Dixit Nene as the lead in her upcoming movie Maja Ma, she portrays herself as a loving mother, who unwittingly becomes a hurdle to her son's marriage plans and contests societal norms

• 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

• To further push the song, a reel of the Boom Padi hookstep between Madhuri Dixit and Rashmika Mandanna was posted by Madhuri from the sets of Jhalak Dikhla Ja

• A video byte of Madhuri inviting and appreciating all the born on instagram users with regard to the #BoomPadiWithMadhuri hook step challenge was posted by the actress as well

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

• Currently, over 10.5K+ audience have made use of the Boom Padi IG Audio

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

• To kickstart the festive season, Navratri centric creatives were pushed on digital such as Tap to see and Navratri playlist to highlight the essence of the film

• To create awareness for the upcoming song lunch Ae Pagli, Ritwik Bhowmik and Barkha Singh’s three panel creative was pushed to highlight their chemistry in the film and Barkha Singh’s appreciation post was pushed

• A number of BTS images from a promotional shoot of the film were pushed by Gajraj Rao featuring the cast of the film. Assets such as group image of the cast, candid shots from promotions, Ritwik Bhowmik teaching Gajraj Rao the Boom Padi hookstep, carousel of the main cast , promotion shoot

• A day before the song launch, Ae Pagli build up video was pushed across platforms to maintain the hype for the song lunch, leaving the audience curious at the end of the video

• On 30th September, Ae Pagli song was launched which highlighted the chemistry between Barkha and Ritwik’s characters in the film

• In order to keep conversations on the Ae Pagli song going, a video featuring Ritwik and Barkha was pushed that showcased the conversations between a girlfriend and boyfriend on the lines of - every girlfriend ever

• In the release week of the film, the entire album of the film was launched on Oct. 3

• Counting down to the release of the film, a 1 day to go video featuring Madhuri Dixit was posted

• The film was launched on Oct. 6 at 12:01 AM with a launch promo across platforms featuring Madhuri Dixit inviting all to attend a wedding in her family by watching Maja Ma

• The same day, a number of the cast members posted FDFS images of themselves watching streaming the movie. Gajraj Rao, Ritwik Bhowmik, Barkha Singh

• With the positive response from film, a number of ten customer reviews were pushed on PV’s social

• Harping from the LGBTQIA social angle in the film, a promo based on the same was pushed

• Based on the multiple positive conversations on Madhuri’s character, a number of editorials in the form of reel (in collab with PV), dialogue panel, etc based on her character from the film was pushed on PV’s social

• A number of scene lifts from the film were pushed as well to focus on the characters, their journey and the fact that the film was in Hindi and not Gujarati For instance, we focused on scene such as Ritwik Bhowmik's introduction

• Based on the number of positive conversations on the film, Gajraj Rao posted a number of content around the same, in the form of reviews, boomerang with Anand Tiwari, the cast dancing to a Rajinikanth song , stills from the Maja Ma set, Madhuri Dixit & Srishti Shrivastava dancing to Aaja Nachle

• Based on the positive response on Ae Pagli, Ritwik Bhowmik posted a video of him & Barkha Singh rehearsing to along with some of the from the scenes of the film

• To highlight the strength of Madhuri character in the film, a dialogue panel highlighting the same was pushed

• Editorials in collaboration with the artists in the film were pushed such as Parenting Tips Ft. Madhuri Dixit , NRI Accent with Barkha Singh

• Based on the positive conversations around Ritwik Bhowmik and Barkha Singh’s chemistry in the film, a reel highlighting the same was pushed

• Throughout the start of the campaign, a number of memes 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