Objective:

To transform Sidharth Malhotra’s image as an action packed ‘Yodha’ ', we launched a strategic campaign both digitally and through PR to boost engagement for him for his film Yodha, which premiered on March 15th.

Initiatives:

We executed strategic digital and PR strategies for Sidharth, including fan activations, seeding conversations, and digital ideas, starting from the pre-release phase such as teaser promotions, trailer launches, song releases, and BTS action moments from the film, extending into the release day and post-release phases. Our unique marketing concept suggestions, like the Yodha comic book and a collaboration with PUBG, were considered and executed by Dharma Productions.

Results:

Our approach seamlessly integrated fan activation on digital spectrum and proactive PR, resulting in viral trends on Twitter around Sidharth within hours of the film announcement, which continued for a couple of days and weeks during all the 3 phases of the campaign. The campaign also led to higher engagement and reach across Sidharth's social media platforms, amplifying the connection between Sidharth and his supporters.