Summary:

After a decade-long wait, the makers behind the blockbuster hit OMG are back to
entertain the audience once again with OMG 2.
In a fresh twist, Akshay Kumar takes on the role of Lord Shiva’s messenger alongside
Pankaj Tripathi and Yami Gautam, promising an exciting cinematic experience.

Objective :

• Position the film as ‘Akshay Kumar and the makers of OMG 1 are back to entertain the audience’

• To bring the genre of satirical comedy back to the audience

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

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

• Use multiple online platforms for song launch and movie promotion

Result :

• The campaign of the film OMG 2 kickstarted with the first look posters of Akshay Kumar & Pankaj Tripathi which featured the release date of the film on July 3

• Immediately after the launch, #OMG2 was trending under India trends along with #AkshayKumar, #PankajTripathi & #YamiGautam were trending under the Entertainment section. Within 24 hours of the launch 25K+ tweets were generated with the above hashtag

• The posters have received an overall engagement of 2.55M+ across platforms in 24 hours of the launch

• Following this, the first look of Yami Gautam from the film which featured the release date of the film on July 6

• In order to create anticipation among the audience, a pre-teaser was pushed on July 9, which featured the launch date of OMG 2 Teaser as well as Akshay Kumars look from the movie with the Har Har Mahadev song

• Right after the pre teaser announcement, #OMG2Teaser was trending under India trends along with #AkshayKumar, #PankajTripathi & #YamiGautam were trending under tailored tweets. #OMG2Teaser started trending at #1 in India trends within 30 minutes of its launch on Twitter

• The pre-teaser also achieved an impressive milestone of over 1 million+ engagements within just four hours on Akshay Kumar’s Instagram handle

• The Har Har Mahadev Instagram audio was trending on Instagram

• Fans love nothing more than to be a part of their favourite actors upcoming film, hence, in order to create anticipation and excitement for the OMG 2 teaser a day prior to the Teaser launch, an exclusive footage was shared with the fan clubs showcasing the actors transformation for OMG 1 to OMG 2

• Within 24 hours #OMG2TeaserTomorrow was trending under Twitter Worldwide trends generating 80,000 tweets with the key words

• As conversations and speculation among fans revolved around the teaser's launch time, Akshay Kumar took to Twitter to alleviate their curiosity. He confirmed the go-live time by tweeting it precisely 15 hours before the actual launch

• On July 11, the OMG 2 Teaser was launched at 11AM by all talent and stakeholders along with a 1 Month To Go countdown on the same day

• #OMG2Teaser, #AkshayKumar, #PankajTripathi, #YamiGautam, #OMG2 and keywords Har Har Mahadev & Lord Shiva on Twitter were trending in India trends. Within 5 hours of the launch, the teaser started trending at #2 on YouTube

• The films teaser received 45M+ views along with 1.7M+ engagement within 24 hours across platforms

• A number of trade analyst reviews, media reviews, fan reactions, dialogue card, Akshay Kumar’s entry scene was pushed across social media for the teaser sustenance

• The first song "Oonchi Oonchi Waadi" from OMG2 serves as a spiritual tribute to Lord Shiva, setting the tone for the movie's theme of devotion. Through vibrant visuals and resonant lyrics by Baba Raghuvanshi, the song encapsulates the essence of faith and reverence towards Lord Shiva, the song poster was pushed a day before the song launch in order to announce the release date

• “Oonchi Oonchi Waadi” was launched on July 18th at 11:30 AM. Within half an hour of its launch, #OonchiOonchiWaadi was trending on Twitter with over 7k tweets, the song was trending at #2 on YT and #6 on YT music

• The song received 17.35M+ views along with 1.28M+ engagement within 24 hours across platforms

• In order to push the song creatives such as song cuts, song lift, Lyrical, 2 panel, Lyrical 2, reviews & review 2 were pushed during the pre launch of the film’s release

• Links generated via PR Coverage were 210+ amounting to 1.4Cr+ INR

• There were plenty of conversations around Akshay being the perfect person to play the role of Lord Shiva’s messenger & Pankaj sir was being praised for his acting

• The overall sentiment was observed to be 26.6% Neutral, 0.7% Negative and 72.7% Positive

• To build conversations around the launch of the second song "Har Har Mahadev” abuildup was pushed a day prior to the actual launch

• “Har Har Mahadev” was launched onJuly 27th at 11:00 AM. Within half an hour of its launch, #OMG2 & #HarHarMahadev was trending with close to 10K tweets

• “Har Har Mahadev” managed to top the YouTube trending chart within just 4 hours of its launch!

• The song received 25.6M+ views along with 1.23M+ engagement within 24 hours across platforms from our assets

• The total links generated through PR Coverage were 260+ worth ₹1.56Cr+

• The conversations among fans,media portals and users were overwhelmingly positive

• In order to push the song creatives, such as, 24 hour milestone, song lift, Lyrical, 2 panel, reviews & review 2 were pushed during the pre launch of the films release

• Additionally,48 hour milestonefor “Har Har Mahadev” and “Oonchi Oonchi Wadi” were pushed

• The overall sentiment was observed to be 21.6% Neutral, 0.3% Negative and 78.1% Positive

• During the release week of the film, the much awaited trailer for the film was launched, in order to build conversations Akshay Kumar along with the talent and stakeholders pushed a Thank You post to announce the trailer launch

• The trailer was launched onAugust 3rd at 11:00 AM.Within half an hour of its launch, #OMG2 & #AkshayKumarwas trending with close to 36K tweets

• The OMG2 Trailer topped the YouTube trending chart just within 6 hours of its launch!

• The trailer received 65+ Million views along with 1.6M+ engagement within 24 hours across platforms from our assets

• The total links generated through PR Coverage of were 300+ worth ₹1.7Cr

• The conversations among fans, media portals, and users were overwhelmingly positive.

• Post the trailer launch, Advance Booking, Advance Booking 2, reviews,reviews 2, reviews 3, Milestone, Dialogue cardand Trendingcreatives were pushed

• During the pre launch phase,Countdown creatives for 5 days to go, 4 days to go, 3 days to go,and 2 days to go, along with Promo1, Promo 2 and Promo 3were pushed

• A day before the release, in cinemas tomorrow creative along withpromo was pushed as well

• Along with this, to create buzz, creatives tobook tickets now were pushed as well as a reminder

• Apart from creatives, contest/filter creatives to increase the buzz were also pushed

• Review, Review2, creatives after the media screenings also went live on 10th August

• On the day of the launch, In cinemas Now creative was pushed along with Review, Review 2, Review 3, Review 4, Review 5, Review 6 and Review 7 which covered the media portals, trade analysts and celebrity reviews

• Along with this voxpop units were pushed, such as,Influencer Screening andCelebrity Screening went live

• Creatives for IMDB ratings and Book My Show ratings were pushed as well

• Post the launch of the movie, to celebrate the box office numbers & good reviews Ho Tayyar was launched on 12th August along with song cut, was launched on 12th August along with song cut 2, 2 panel to sustain it

• Daily collection creatives were pushed highlighting the numbers ( Day 1, Day 2, Day 3, Day 4, Day 5, Day 6, Week 1 )

• Voxpop videos which highlighted the user reviews were pushed across social media platforms which covered the major cities of India - Ahmedabad, Jaipur, Lucknow, Madhya Pradesh, Mumbai , Delhi, Bangalore

• Along with this, a compilation of Youtube reviews was pushed as well

• To celebrate the 76th Independence Day, the OMG 2 team pushed a wish post which highlighted dialogues and characters from the film

• Along with this, units such as 5 reasons to watch OMG2 and OMG2 visuals went live in order to build the ongoing buzz for the film

• To further engage with the current ongoing buzz for the film, a collaboration with Mashable Pankaj Tripathi which focused on none other than the accomplished actor himself was created, shedding light on his pivotal role in the much-anticipated film, OMG 2.