SUMMARY

Goodbye is a heartwarming story of an Indian family where the members come to terms with the sudden death of the mother. The film showcases love, grief, and ironically, even comedy along with lots of drama.

The audiences have not seen a movie with the storyline of a family coming together on the account of a demise and at the same time portraying happy memories with hints of humor. The Bhalla family takes this gloomiest period to make sunshine and promises to be closer though a loved one has passed away.

This sentiment led to the campaign strategy of ‘FAMILY HAI TOH SAB KUCH HAI' and through this communication hook, we portray the importance of staying in touch with family and cherishing memories. The statement used in the trailer 'SOME STRINGS TUNE BETTER TOGETHER' signifies that each family member has a unique character to play and all these different strings tune together as one family filled with emotions, drama, and laughter.

OBJECTIVES

• To normalize the genre of a sad story + a spin of comedy for the audience

• Remind the audiences to celebrate life and to celebrate it with family because in the end regardless of the banter, the misses and the distance, family means to stick together where no one gets left behind or forgotten

• Using Amitabh Bachchan’s birthday as a motive for the fans and audiences to go watch the film in the theaters

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

• Activating various fan clubs for talent to be on everyone's mind throughout the film's release

• Offline events and activations to further amplify the campaign

• Influencer collaborations to increase interest amongst the identified target groups

• Extending digital presence to short content apps like Moj, Roposo, Josh and Chingari to reach the masses

RESULTS

The overall sentiment has been positive (98% ~of the total mentions out of which 70% were majorly around film concept and talent appreciation, 28% neutral posts around launch information/new articles/talent interviews). However, notable chatter around negative sentiment was observed (2% ~ mentions about disregarding the Hindu tradition and culture, lyrics of The Hic Song, Rashmika’s entrance to Bollywood and some viewers have used Boycott hashtags)

Looking at the social conversations, these were some of the top highlighting points: Rashmika's debut with the legendary actor and star cast; a mix of drama, comedy, and emotions; family-oriented film coming on the big screen after a very long time; music of the film; fans and other users have used words like looking forward, heartwarming, interesting, entertaining, catches the right emotions, melts your heart and so on

• The movie announcement began with a carousel image of a clapper and the first day pooja on set. The audience were observed reacting positively by sending good luck and best wishes to the team

• Amitabh Bachchan posted a BTS image of himself with Rashmika on 31st March, 2022. The same was reposted by Rashmika Mandanna and Balaji Motion Pictures . This post intrigued the fans to question if the two were working together and fans expressed their joy in the comments section mainly in the form of emojis. A few fans even equated the picture with Don + Pushpa coming together

• Amitabh Bachchan posted a picture on his way to the sets of Goodbye which was met with a mix of responses with well wishers wishing him good luck, while the rest making fun of his look and old age

• On 13th July 2022, Balaji Motion Pictures re-posted Pavail Gulati’s post on the Wrap Party where everyone was dancing and celebrating. Fans showed similar excitement in the comments section in the form of emojis and best wishes

• On 23rd July 2022, Rashmika Mandanna posted a shoot wrap picture from the last day on the sets of Goodbye and this post gained a large number of positive comments with the audience sending good luck for her new project

• The release date as 7th October, 2022 was announced on 23rd July 2022 by Balaji through a Twitter Post and the same was amplified through PR Coverages. These garnered neutral reaction with average engagement on the tweet

• The campaign kickstarted with a promotional video on 5th Sept with Amitabh Bachchan where he promotes the movie using different tag lines which throw light on the essence of family. This was done one day prior to the trailer release. On the same day the movie posters ( Poster #1 Poster #2 ) were released for the movie

• On 6th Sept the Goodbye trailer was released and it crossed the milestone of 10 million + views across all platforms on the day of the release. Across BMPL & talent handles, the trailer garnered 46,159,971+ worth views & 2,088,340+ engagement cumulatively. The dialogues, look and tone of the film was talked about in a positive light. Amitabh Bachchan’s acting skills were also held in high regard. However, they were some conversations where fans questioned Rashmika’s character but they did not receive as much engagement as the praises/positive comments that occurred around the trailer

• A compilation video of the trailer launch was also pushed out on 7th Sept covering the 3 locations - media interviews at PVR Juhu, Mithibai College and Lalbaugcha Raja

• The trailer was also trending on youtube for which another motion poster was released across all platforms.

• On 7th Sept a motion poster was made on trailer reviews and critic reviews as the trailer received a great positive response.

• On 9th Sept a snippet from the trailer was posted with the aim to direct the viewers to watch the trailer. Since the trailer was receiving great traction, a video was made highlighting the YouTube Comments that showcased fans’ excitement and anticipation towards the film

• On 10th Sept the trailer reached 25+ million views for which a motion poster was released

• On 10th Sept the Jaikal Mahakal song release date was announced through a video showcasing fan appreciation towards the song snippets in the trailer. This fueled the anticipation of the viewers even more towards the release of the song and the movie. A small cut of the song was revealed in this creative just as a teaser for the actual song

• 12th Sept was the Jaikal Mahakal song launch. The song was released on all platforms. Small snippets from the song were released which said that the song is out now and directed the viewers to listen to the song. This was in collaboration with Zee Music Company. The song crossed 19,807,309+ views across platforms

• On 13th Sept a streaming now motion poster was released which showed the viewers all the platforms where they could stream the song Jaikal Mahakal

• On 15th Sept a 3 panel creative was released with different snippets from the music video of Jaikal Mahakal which kept viewers engaged with the song as the song had already hit 10 million + views across all platforms

• On 15th Sept the song teaser for The Hic song was revealed for which a motion poster was released across all platforms. The song crossed 29 million plus views across platforms up to date

• The Hic Song released on 16th Sept and it garnered 2+ million views within 2 hours of its release. The song hit 10+ million views on day 1 and overall the song crossed 29,915,818+ views across platforms

• On 17th Sept, Zee Music Company and Balaji Motion Pictures released a collaboration video of Rashmika Mandanna announcing The Hic Song Hookstep challenge asking the viewers to groove to the “Party song of the year”

• To further amplify the song, The Hookstep Challenge was posted by Melvin Louis, Ankita Chhetri, Sanket Mehta, Ruhee Dosani, Palak Khurana and Radhika Bangia in collaboration with Balaji Motion Pictures. The challenge was extended to the fans as well and 200+ reels were made using #TheHicSong

• On 18th Sept, The Hic Song was trending on YouTube and motion poster was made highlighting the same

• On 21st Sept, a carousel was posted revealing the various moods of Tara Bhalla in the movie, which directed the viewers again to watch the movie on 7th Oct

• To engage the audience with The Hic Song, a hook step compilation of the fans was released asking the viewers to take up the challenge and post their reels using #TheHicSong

• On 23rd Sept, a video revealing the song launch of Chann Paradesi was released. The song out tomorrow creative consisted of clips from the music video from the song and increased anticipation for the song launch.

• The song launched the next day (24th Sept) followed by a song out now video creative that directed the viewers towards listening to the song. Fans have commented about two veteran actors sharing screen space and appreciated their chemistry. The song received an overwhelming response for Amit Trivedi’s composition with over 27,731,215+ Views

• To keep the viewers engaged with the release of the movie, small clips from the movie of Amitabh Bachhan’s character were compiled. This video showed just a glimpse of his character from the movie. Since the character of Amitabh Bachhan is quite savage, this was the idea behind this creative engaging all the dads that can relate to his character

• On 25th Sept Chann Pardesi reached 5+ million views across all platforms, for which another motion poster was released

• On 26th Sept the Goodbye family featured on DID Super Moms to push the movie and gain more reach for the movie

• Since Chann Pardesi was trending on youtube, another creative video from the music video was released. On the same day a streaming post was released for Chann Pardesi which showed all the streaming platforms for the song

• On 27th Sept a video was released where Rashmika describes her family in the movie in just 3 words.. This engaged the viewers by encouraging them to describe their family in the comments

• Engagement driven post were made during the release week as well as post release to keep the audience engaged. The below are the posts:

  - Countdown posts like 10 days to go and 5 days to go were made using trailer cuts and posters and 3 days to go, 2 days to go, 1 day to go videos were made with Rashmika Mandanna’s bytes and clips which garnered more engagement

  - Posts for booking tickets like Rs150 on 7th Oct and Advance Booking Opens creatives were pushed with the Book My Show ticket links encouraging them to watch the film with their family

  - Moods of Tara Bhalla - We picked different expressions of Rashmika Mandanna from the trailer that showcased Tara ke tarah tarah ke mood

  - Harish Bhalla as a savage dad - To keep the viewers engaged short clips showcasing Amitabh Bachchan’s character were compiled with the communication - How savage can your dad get? Since the character of Harish Bhalla is quite savage, the idea behind the creative was to engage all the dads and children who can relate to his character

  - Tenor Gifs - A creative was made showcasing the different GIFs that went live on Tenor, Whatsapp, Facebook and Twitter asking users to use them to express different moods

   

• The 3rd poster was launched on 30th Sept i.e. 1 week prior to the movie launch As we released a new poster closer to the launch date, fans showed further excitement about the release and about Rashmika Mandanna doing her first Bollywood film with Amitabh Bachchan. Across BMPL & talent handles, the Engagement for this poster is 860,665

• Conceptual reels were shot with the talent and pushed during the release week as well as post release to keep the audience engaged. The below are the posts:

  - Rashmika VS Shudh Hindi - A reel where we test Rashmika’s Hindi skills and ask her to translate few family oriented English words to Hindi

  - Rashmika's Go To Person - Mom or Dad - A reel where we ask Rashmika Mandanna to tell us who is her go to person in different circumstances for instance: to ask recipes, or when she is sad etc. The idea here is to highlight that we all share a different bond with our family members and every relationship has its own beauty

  - Rashmika - Call Your Parents - Rashmika Mandanna is seen speaking with her makeup artist on how important it is to answer parents’ calls. She notices her team members ignoring calls from their home and she asks them to speak with them on priority. The idea behind this is to communicate to our audience that keeping in touch with parents is of utmost importance

  - Amitabh Bachchan - Heartfelt P2C - Harping on the emotional sentiment of the film, Amitabh Bachchan shot a video wherein he spoke about life and it’s journey and how we can all relate it to the true meaning of goodbye and the story of the film

  - Rashmika's 10 Expressions - A reel where Rashmika Mandanna says Goodbye in 10 different expressions like happy, sad, angry, tired, scared and so on. The idea here is to showcase Rashmika’s versatile acting skills and emphasize on the movie name Goodbye

  - Amitabh Bachchan Says Goodbye in Different Languages - Amitabh Bachchan says Goodbye in Spanish, Marathi, Gujarati and Bengali. The idea here is that be it multiple languages but the word Goodbye carries the same emotion

  - Yes/No ft. Rashmika Mandanna - A reel shoot of Rashmika where she answers a few questions around her family members in yes or no. For eg ever stolen money from dad’s wallet, helped mom in the kitchen etc. The idea behind this was to showcase her bond with her family members and make a fun video around revealing these secrets

  - Rashmika Says Goodbye to Loved Ones - A reel shoot where Rashmika has different styles of saying Goodbye to her loved ones be it mom and dad, sibling, friends and also boyfriend. This again is a fun video tying back to the movie name and family, love and relationships

• An announcement video was put up on 2nd Oct asking fans to share videos on how Amitabh Bachchan has inspired them. 3 days prior to Amitabh Bachchan’s birthday, a video compilation of #MyBachchanStory was uploaded that covered fans from across the globe expressing love for Big B and sending him birthday wishes.This video garnered 22,780+Views and 283+ Engagement

• One day prior to the release, we ran the Goodbye Family Photo campaign where we had the Goodbye cast and crew to post a picture with their real family using #FamilyHaiTohSabKuchHai and #GoodbyeFamilyPhoto. This was further extended to the fans and Balaji universe

• The offline screening for the industry and fans took place at YRF Studios and PVR Icon. The same was amplified on real time basis by posting 100+ stories of the cast, celebrities and fans who came to watch Goodbye with their family Review videos ( Video 1, Video 2, Video 3, Video 4, Video 5) were shot and posted that built excitement for the audience at large
  Post the screening, the media reviews and ratings were also highlighted as the movie got an overwhelming response

• The tickets were priced at Rs80 on 11th Oct on account of celebrating Amitabh Bachchan’s 80th Birthday. The objective was to encourage the masses to watch Goodbye with their families

• On 11th Oct, a wishing post was put up using Amitabh Bachchan’s stills from the movie followed by The Happy Birthday Song launch. The post caption of which directed the audience to book their tickets for Goodbye at Rs 80. Fans expressed their love for Big B and sent in their best wishes. The song garnered 508,479+ engagement and crossed 5,523,683+ views across platforms

• On 14th Oct, Amitabh Bachchan’s dialogue ‘Life Ka Right Turn’ was pushed out as a promo asset after the launch. Life ka right turn is that moment when you just believe in the good and the video aims to communicate life’s learning i.e. Har kahani ka ek end hota hai but uske aage ek right turn, ek nayi shuruaat bhi hoti hai. The Dialogue Promo crossed 107,470+ views and garnered 4778+ engagement across platforms

• Post launch creatives were made using stills from the movie and clips from the songs. Different formats like collage, carousel, meme, video etc. were created to engage the audience. The content here again was around family love and bonding keeping in mind the hero communication of Family Hai Toh Sab Kuch Hai