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devdas

Summary

One of the most classic romantic movies of the early 2000’s was Sanjay Leela Bhansali’s Devdas, released on the 12th of July, 2002, Devdas completed 20 years this year. In order to highlight the characters, their journey and to bring back the eternal love story of Paro and Devdas, Chandramukhi’s selflessness and Chunnilal’s loyalty, we focused on each character's individual graph through the film. Hence, through the campaign we highlighted romantic scenes, iconic dialogues and memorable moments through each phase of their life to create a sense of nostalgia.

OBJECTIVES

  • Creating awareness about the 20 year anniversary.

  • Activating fan clubs of Shah Rukh Khan, Aishwarya Rai Bachchan, Madhuri Dixit, Jackie Shroff and Shreya Ghoshal.

  • Highlighting the everlasting love journey between Devas & Paro.

  • Providing & reminiscing the powerful scenes among the audience by creating a feeling of nostalgia.

  • Showcasing the life journey of each character through individual videos.

RESULTS

  • The first leg of the campaign started with reaching out to Shah Rukh Khan, Aishwarya Rai Bachchan, Madhuri Dixit Nene, Jackie Shroff & Shreya Ghoshal’s fan clubs across platforms to create curiosity regarding what we have planned for Devdas’s anniversary. We asked the fan pages to recreate the dialogues, scenes, share content on their page regarding Devdas & tag us as a way of celebrating the anniversary along with us.

  • Following this, a week before the anniversary, we reached out to micro & macro influencers from different categories such as make up, dance, singers and encouraged them to celebrate this iconic day with us by recreating dialogues, dance reels, looks etc from Devdas in their own unique way as a way of participation in the anniversary along with us.

  • On the day of launch, we kickstarted the campaign via a carousel of individual posters of Shah Rukh Khan, Aishwarya Rai Bachchan & Madhuri Dixit Nene which showcased their individual iconic looks from the film while the text on the creative mentioned the film’s 20 year anniversary.

  • Following that, we showcased each character journey from the movie, such as:

    Devdas’ video showcased a heartbroken man who drowned himself in worldly vice when he lost his love.

    Paro’s video showcased a hopeful women heartbroken in love.

    Chandramukhi’s video showcased a selfless women longing for ones love.

    Chunnilal’s video showcased a companion & friend who was there when Devdas was at his lowest.

  • To keep the momentum and the chatter around the anniversary going, each of the assets were amplified via seedings with all the fanpages of each of the respective talent.

  • In order to encourage the fans to participate and to celebrate the anniversary of their favorite movie with them, we reshared the best fanarts, fan edits and reels made by the audience on Bhansali productions Instagram story.

  • We received an overwhelming response from the influencers organically as they recreated reels on their social media platforms which were then reshared on Bhansali Production’s Instagram page Influencers such as: Saumya Mehta, Steffi Kingham, Ritvi Shah, Manav Chhabra & Mansi Ugale. The said influencers recreated dialogue reels, dance reels, Devas’ iconic looks & memes highlighting their favorite memory from the film.

  • Lastly, Shreya Ghoshal recreated a reel singing “Silsila Yeh Chahat Ka”as a way of her participation and gratefulness on her Instagram as Devdas was her debut film as a playback singer which gained a lot of engagement among the fan clubs.

  • This resulted in average 10.5K+ engagement on stories.

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