Why Dilwale’s focused, start-to-end strategy of content marketing and not archaic, blind-spot vanilla advertising amongst digital and online audiences is unique, and how its campaign on hotstar will galvanize film marketing
It is definitely the year’s biggest, most keenly awaited film, purely because it’s the comeback vehicle of the top romantic pair of India’s films, Shahrukh Khan and Kajol. Dilwale, the year’s most keenly awaited fun family entertainer, produced by Red Chillies Entertainment Pvt Ltd in association with Rohit Shetty Productions, has drawn up a sustained and comprehensive plan to reach massive young audiences across digital and online in India and across the world. The film is harnessing the powerful reach of India’s fastest growing digital content platform Hotstar to promote the film in a unique and strategic way.
Start-to-end promotions on hotstarKajol and Shahrukh with Malishka on hotstar original M Bole Toh
Dilwale began promotions on hotstar close to five weeks before its scheduled release, and has employed an innovative start-to-end approach which is showcasing all the great video elements released– starting from the trailer to two song videos, entertaining behind-the-scenes videos, and a specially shot one-hour video with Shah Rukh Khan and Kajol for hotstar’s popular original show M Bole Toh, which is live and available here.
You can enjoy snatches from the M Bole Toh exclusive here… :
… and here :
The content momentum will continue to be sustained right through the release weekend from Friday to Sunday.
Now, the world through online
For the first time, Dilwale content will also reach hotstar’s film-lovers worldwide through hotstar.com, with cross promotions across the Star network’s international TV channels. The TV cross-promotions of the Dilwale content on hotstar will also roll out in India across Star Network channels.
A massive total audience:
The sustained promotions will heighten anticipation amongst a massive potential audience comprising of the large digital audiences of hotstar – which as India’s fastest growing digital content platform has been downloaded over 35 million times in just 9 months since launch – the online audience of hotstar.com worldwide, and the several hundred million individuals Star Network TV channels reach each month in India and over 100 countries.
The Dilwale content will also be cross promoted across tentpole hotstar properties like AIB on Hotstar, Cricket, ISL, EPL, and more.
Dilwale is arguably the most awaited film of 2015, as it marks the return of one of India’s most romantic lead pair of all time, Shah Rukh Khan and Kajol. Besides, film lovers are also waiting to see how Rohit Shetty, renowned for films with brilliant comedy and explosive high-octane action, has creatively treated the romance-drama of Dilwale, which also stars young heartthrobs Varun Dhawan and Kriti Sannon.
Why hotstar is important…
Venky Mysore, CEO, RCE, put it really well. “Dilwale,” he’s said, “is the biggest film we have made and therefore we decided to promote it across all platforms, especially via Hotstar.
“Hotstar,” he says, “is a unique platform for a large, fast-growing and important young digitally active audience, which is an important segment for any film marketer today. We have taken a pure content-driven approach with several Dilwale video elements. We are delighted with the great response and the reception it is receiving through hotstar – both in India and, through its website, across the world.”
No wonder, then, that hotstar and Star India Digital Head Ajit Mohan complimented Venky and RCE. “Hotstar,” he said, “is introducing a whole new way of promoting and marketing a movie premiere… I must compliment Red Chillies Entertainment for their strategic, and brave new approach to reach a large and young digital audience in India and worldwide.”
What’s good about this strategy
Remember, Hotstar provides a large, fast-growing and important young digitally active audience, which is a prized TG for any film marketer today. Strategically, this campaign takes into account how the core TG of youth — especially on digital and online — react to external stimuli, and how they summarily reject any that are didactic, preachy or a sales pitch.
What we must bear in mind is that increasingly today, this large audience base is choosy and responds much better to great content than the old-fashioned vanilla advertising push. Remember how Red Bull launched itself? It just let itself be discovered, and never preached or sold to its TG, the youth. Even today, the Red Bull gives you wings campaign doesn’t make a feet-on-the-ground promise of delivery but is a tongue-in-cheek attitude statement, a cool and funny line, and nothing more.
Hence, Dilwale’s purely content-driven approach on hotstar has kept the young digital and online audiences engaged through a start-to-end-offering of all the film’s entertaining video elements. And remember, this most awaited Shahrukh-Kajol starrer is the first film to receive exposure to hotstar’s digital audiences in India, and online audiences worldwide. It is a focused, start-to-end strategy of content marketing and not archaic, blind-spot vanilla advertising.
This unique and sustained approach to digital promotions of a film on hotstar should empower the critical area of Film Marketing and galvanize the box office and industry
So, as December 18, the release date of Dilwale, the biggest and most eagerly awaited Bollywood multistarrer of 2015, approaches, millions of digital and online audiences of hotstar are enjoying the video elements, and eagerly awaiting the release of the film.
(Follow Pavan R Chawla on Twitter; connect with him on LinkedIn)
Dilwale is a family entertainer with a great blend of action, romance and comedy. The cast of the film: Kajol, Shah Rukh Khan, Kriti Sanon, Varun Dhawan, Varun Sharma, Vinod Khanna, Kabir Bedi, Johnny Lever, Boman Irani and Sanjay Mishra. The film is produced by Red Chillies Entertainments Pvt. Ltd. in association with Rohit Shetty Productions. The film will release on 18th December, 2015.