Objective

• The digital marketing strategy of Sherni was centered on the focal point of the movie– the protagonist’s unabashed tigress-self that enabled her to defy all the hurdles on her heroic journey. We wanted every woman to take cognizance with the ‘Meri Sherni’ theme of the movie.

Execution

• Editorial content :

  • Various editorials were posted by Amazon Prime Video prior to the release of the movie, which were based on the theme of the movie. Dialogue panels, posters, Trailer reels, Dialogue cards, Dialogue cards and Shernis of Prime were posted across social media platforms like Instagram, Twitter and Facebook.

• Influencer collaboration :

  • A trailer comeback video in collaboration with Prajakta Kohli was posted on YouTube addressing the issue of gender stereotyping– a prominent underlying theme of Sherni.

• Vidya balan with real life Shernis :

  • A Youtube video on the international Tiger day in collaboration with prominent personalities of the forest department of India. They addressed the issues faced by these Sherni’s in their quest to preserve the wildlife of our country.

• Conversation with Mini Mathur :

  • The interview  was based on Vidya’s unconventional career choices, challenges and triumphs, it was a live interview.

• The Sherni website :

  • Each one of us has a ‘Sherni’ in our life. That Sherni exists in the form of a mother, friend, sibling, cousin and so on. In order to bring those ‘Sherni’ to the light and express our gratitude to them, a fan engagement activity via a website was launched wherein users could express their thankfulness to those pillars in their lives by drafting a special and personal message for them. These Shernis had inspired a change/positive attitude in their life and this was their way of showing them their appreciation.

• Consumer Journey :

  • The user lands on the website page where they witness various “Sherni’s of the PV Universe”

  • Then the user is asked to dedicate a message to the sherni of their life, For Example - Their, Mothers, Sisters, Bosses, Aunts etc

  • The user is given a choice between a few pre-written messages, or they can choose to write their own personalized messages.

  • Then the user gets the option of sharing their message with their Shernis’.

• Main Sherni song launch :

  • The song launch on the 14th of June was preceded by a build-up post on the 13th of June to ensure enough hype around the topics of women empowerment.

• Main Sherni's influencer collaboration for amplification :

  • The theme song was used by various influencers to create positive hype around the movie. We collaborated with Pooja Dhingra, Sakshi Sindhwani, Ranveer Brar, Radhika Bose, Shazeb Sheikh, Prashasti, Namrata Purohit, Aishwarya Mohanraj and Masoom Minawala Mehta.It garnered 1.3M views and an engagement of 289K viewers.

  • Few hours before the launch, an IG live was activated wherein Sumukhi Suresh and Vidya Balan had a candid and fun conversation about the movie and its spirit.

  • We created a surround sound by tapping into influencers from various categories to ensure word of mouth is at an all-time high over the weekend.

  • From entertainment influencers to dance and travel influencers, to food bloggers, all created unique content in their own style. For reference: Pooja Dhingra, Sakshi Sindwani, Masoom Minawala, Radhika Bose, Ranveer Brar, Saransh Goila, Aishwarya Mohanraj, Prashasti Singh etc.

  • Photographers were roped in to talk about the main subject of the film while showcasing their work. Varun Aditya, Zhayynn James, Jayanth Sharma to name a few, shared their stories and experiences talking about Sherni

• Review-influencers collaboration :

  • We collaborated with review-influencers to create positive brand-attributes for the movie. Freddy Birdy, Radhika Bangia, Akshar Pathak, Rohan Shah, and Naveen Kukreja were successful in garnering 1.6M views and engagement of 263K viewers in total.

Result

• Leading to the launch of the movie, it was important to ensure there are high conversations and a sense of FOMO is created in the minds of the audience.

• Editorial content helped in leveraging word-of-the-mouth marketing and engaged 302.9K viewers by insinuating strong conversations around the theme of the movie.

• In the trailer comeback video, Vidya Balan and Prajakta Kohli reacted to the comments left by trolls, the video was well-received by fellow female denizens of the big bad world of internet. It raked in 148K+ views and an engagement of 5.2K viewers.

• The video “Vidya Balan with Real Life Sherni’s” garnered 17K+ views on Youtube.

• The Main Sherni song was highly appreciated by audiences across Amazon Prime Video, YouTube and Instagram. It got 9.6M views and engaged 88.2K viewers.

• The interview with Mini Matur went live on APV’s YouTube channel and gained 8.8K views and engagement from 190M+ viewers.

• The website cumulatively generated more than 1.1K downloads.

• A unique challenge was activated with Josh, a short video format platform "Sherni Walk Challenge" which has garnered more than 77.3M views.

• Various illustrators created artworks showcasing the attitude of Sherni, what she stands for, thus ensuring fans are intrigued and engaged.

• Review influencers were activated and the right messaging was shared to make it look more organic. This garnered immense positive word of mouth. Freddy Berdy, Akshar Pathak, etc. shared their reviews.

• This led to Amul creating an organic post and featuring the movie.