OBJECTIVE

• To bring the audiences to the cinemas to watch a new age action film.

• To bring to light a movie featuring India’s first super soldier.

Challenge

• The biggest challenge was to educate the audiences about the use of Artificial Intelligence, it’s meaning and usefulness .

• Deciphering the role of IRA .

Strategy

• There was already pre-existing chatter and excitement about John Abrahman starring in an action genre hence, the initial assets and copies were focused on the high octane action sequences performed in the film .

• India has never explored the genre of Artificial Intelligence or an Intelligent Robotic Assistant, which set the film apart and gave the film it’s own sci-fi/action genre .

Results

• The campaign kickstarted with the ‘Atthacked Activity’ wherein prior to the teaser launch, at midnight, John Abraham archived all of his posts from his personal Instagram account. The idea was to harp on a cyber attack hacking John’s instagram account. This activity brought in a massive PR coverage across leading news channels and media portals.

• The next morning, the teaser was launched. The teaser began trending at #1 on YT within 24 hours from it’s launch with its current views at 23M.

• A surprise activity was conducted, wherein the talent shared a video asking fans to change their display pictures to attack’s poster to win a surprise. The selected fans received a personalized message in their DM’s from John Abraham.

• The countdown posters to the trailer launch were launched across all social platforms. The trailer was launched digitally which has garnered around xx views. The countdown #ATTACKin3, #ATTACKin2, #ATTACKin1 & #ATTACKTrailer were trending on twitter in between 1 to 4 positions. Within 24 hours of it’s launch, the trailer crossed 20M+ views, with current views at 37.5M+.

• For trailer sustenance, trailer reviews, fan and audience reaction videos, dialogue reel and 3d action post, meet the super soldier post were taken live across the social platforms by the talent and the production house.

• Ik Tu Hai song was launched digitally, which was also trending on Instagram Music and youtube charts. The sustenance of the song was carried on by posting reels and a code post, which was based on the theme and plot of the movie.

• Attack Album was launched digitally across social media platforms. The next day, at Mood Indigo Event, the star cast and the artists performed the sound of attack live at IIT Bombay. The entire event was covered and the visuals of the concert were taken live on the story from the handles of the production house. After the release of the album, the songs were pushed through audio notes which were posted on the instagram & facebook story of John & the production house.

• For Trailer 2 build-up, a unique ‘super soldier access only’ post was taken live by the talent, where the audiences were asked to decode and comment a date to unlock a surprise. Following this post, a unique folder reel was taken live, which revealed the release date of the Trailer 2. The Trailer 2 was launched at a launch event, wherein the fans and media were present along with the entire team of the movie. The fans interacted with the team of attack. The current views on the trailer 2 are at a whooping 34+M.

• We collaborated with various influencers and content creators like Viraj Ghelani, RJ Abhinav, Faisu, Sonal Devraj, Beer Biceps, Sukriti, Yuvraj Dua, Avinash Dagar and The Bombay Journey.

• Main Nai Tuttna video song was launched digitally. The song was trending on Instagram Music. #AttackChallenge on instagram reel was kickstarted using this song, wherein Jacqueline Fernandez, Rakul Preet Singh, Samantha Prabhu, Tiger Shroff, Arjun Kapoor and Jacky Bhagnani posted their version of the challenge. Paytm announced a contest, wherein audiences were asked to upload their workout videos along with the Main Nai Tuttna song on IG audio. The winners of the same got a chance to meet the cast of Attack.

• For Trailer 2 sustenance, we posted character cards which introduced the characters of John Abraham, Jacqueline Fernandez and Rakul Preet Singh. We posted a video introducing IRA - Intelligent Robot Assistant, who is an integral part of the movie along with an ASK IRA video.

• LaLaLa & Phir Se Zara video song was launched digitally. The LalaLa song was trending on Instagram Music. #AttackChallenge was initiated using the “Ladies & Gentleman, It’s showtime” part from the LaLaLa song, wherein Jacqueline, Rakul shared their version of the challenge and re-shared reels of the audience on their instagram stories. Influencers like Masoom Minawala, Manav Chhabra, Vishaka Raghav, Priya Bapat and many more hopped on the trend.

• The countdown to the movie was done in a unique way, where all the creative videos were based on the AI theme of the movie. For 5 Days to go, we posted a video featuring the team of ATTACK. 1 Week to Go, 6 Days to Go, 4 Days to Go In Cinemas Now were conceptualized as per the theme of the movie. For 3 Days to Go, we collaborated with an illustrator - Doaly.

• The Attack team visited Amity University, Delhi wherein the students interacted with them. John Abraham visited the Robotic Science Museum, Ahmedabad and experienced the robots.

• A special movie screening was hosted for influencers and content creators across the country. The entire screening event was covered across social handles of the production house as well as the influencers who posted reviews stories with the talent at the screening. Rakul Preet went live from her instagram right after the screening was over and Jacqueline posted a reel of the screening.

• A movie premiere was hosted for the Bollywood celebrities, which was attended by celebrities like Diana Penty, Mrunal Thakur, Divya Khosla Kumar and many more.

• For movie sustenance, we posted IMDB rating creative, Movie reviews, Movie review reel, Audience reaction, Attack Featurette, Behind the action vs the action, Search History editorial, and search engine editorial. Different dialogue promos were taken live across the social platforms.

• Throughout the campaign, a cohesive strategy was followed. All assets were taken live at 1:04 pm, which signified the release date of the movie - April 1st.