Idea:

The idea was to create a social media profile dedicated to the veteran actress Saira Banu, where she can share exclusive stories about her beloved husband and legendary actor Dilip Kumar, keeping his legacy alive

• Showcase the life of legendary actors Dilip Kumar and Saira Banu through unseen moments and written narratives

• Bringing an esteemed yesteryear actress, at the age of 78, into the spotlight and treating her fans with her presence on social media

Our Strategy:

• To create an Instagram profile for Saira Banu, meticulously curated to captivate the audience with untold and unheard stories of Dilip Kumar and Saira Banu

• We efficiently planned the launch strategy by choosing July 7 (Death anniversary of Dilip Sahib) as the day to pay homage to him by thoughtfully creating posts in Urdu, Hindi, and English, capturing Saira Banu’s essence and expressing her affection for Dilip Kumar

Outcome:

• Upon the launch of the profile, a picture of Dilip Kumar and Saira Banu was shared as the first post, which received a lot of praise from their fans across different age groups, including millennials and Gen Z

• The post garnered thousands of organic likes and comments, reaching to more than 26K accounts while gaining over 7K followers from the first day itself

• Many film fraternities and media portals were seen showering their love on the posts through appreciative and welcoming comments, story shares, etc.

• More than 210 media portals covered Saira Banu’s Instagram debut story, including PTI, ANI, and Pinkvilla, which were some of the top platforms, to name a few

• A sequence of posts, solely dedicated to Dilip Kumar, ensued after the launch, capturing immense attention from the followers