Bollywood and social media marketing are evolving in their courtship. Brand integration with Bollywood on social media is not new and every movie today wants to have the pie of social success. So how could Yeh Jawaani Hai Deewani (YJHD) stay away when it is a movie made by the youth for the youth? The upcoming Bollywood movie directed by Ayan Mukerji, has Ranbir Kapoor and Deepika Padukone in lead roles along with Aditya Roy Kapur and Kalki Koechlin. All set to be released on May 31, 2013, it is being aggressively promoted on social media too.
Coupled with a social media presence, brands like Fox Traveller, Jabong and Close Up are also promoting the movie on their social networks. Along with brands chipping in, YJHD has also created its amazing individual presence. With more than 386K fans on Facebook, the page has been actively sharing various content related to the movie. Listing a countdown for the release, the Facebook page has been sharing songs, dialogue promos and behind-the-scenes gossips.
The page has also launched several Facebook apps to engage with fans. The Twitter page which has more than 8K followers has been pretty active too. From interacting with people on Twitter to promoting about the movie, the Twitter handle has been doing it all.
Brands promoting YJHD
1. Fox Traveller: The television channels that sports travel at its heart, has tied up with the movie and is promoting it on its Facebook page. The brand that has more than 1.2M fans on Facebook, has created a Facebook app that is asking fans to share their exciting unplanned vacations. The main lead of the movie Bunny Singh (Ranbir Kapoor) does the same in the movie. Click on the participate button on the app and you can share your exciting journey. The best entries will be featured on the Fox Traveller channel and some lucky ones would get movie tickets too.
The brand at the same time has been posting updates on its Facebook page about the contest as well as about the making of the movie that was also shown on its channel. A simple campaign that has nothing much to talk about.
2. Jabong: The popular ecommerce brand has been running a series of contests on Facebook. For more than 1.1M fans on Facebook the brand ran contests like – 1) Meet the stars of the movie 2) Meet Naina (Deepika Padukone) Contest and 3) Pin Up Your Style Contest.
Meet Naina Contests was calling for the one in a million fan of Deepika Padukone. Fans were asked why they should be considered as the biggest fans, where two fans were given a chance to meet the star in person.
Pin Up Your Style Contest is a theme based contest on Pinterest. Every week a theme was given based on the movie and fans were asked to select at-least 7 items from the Jabong YJHD Pinterest board and create their own board. The contest has been running for the entire month and will select 4 winners at the end of the month to award gift vouchers.
In addition to this, the brand is running some more simple contests on the Facebook page itself such as “Question of the day” from the movie and is giving away goodies.
3. Close Up: The brand that promises to maintain an attractive smile and self confidence, did a live web chat with the leading stars of the movie i.e. Ranbir Kapoor and Deepika Padukone. The brand that has more than 1.1.M fans on Facebook created a Facebook app – CloseUp Live Chat. Fans were asked to share questions via the app and most of them got answers to their questions. A small video was shot before the d-day of the chat, where the stars introduced themselves and invited fans to ask about the movie and things related to it. The page has been aggressively promoting about the chat with constant updates and Facebook ads.
Will the movie be a hit or not is something the coming weekend’s box office results will tell. But for now YJHD has done a good enough job to create buzz and simultaneously engage with the fans. Brand integration on social with Bollywood will only evolve and we are going to see lots of them in the near future. The movie also has mobile apps created but it would have been interesting if it would have considered tying up with mobile messaging apps like WeChat or WhatsApp.
So will YJHD’s social media engagement influence you to shell out money and watch it this weekend in a multiplex?