Sony Music India, the music partners for the upcoming film ‘Go Goa Gone’ – a comedy film about zombies starring Saif Ali Khan as the zombie hunter who protects the three characters played by Kunal Khemu, Vir Das and Anand Tiwary – is reaching out through social media to promote one of its songs called ‘Khooni Monday’.
Following the success of its first movie trailer release last month, with a million views on YouTube and a trending hashtag on Twitter, social media seems to be the chosen route for ‘Go Goa Gone’, also touted to be India’s first Zom-Com movie. The music company launched #KhooniMonday on Twitter on the Monday after it was released the previous day on the 14th of April. This was a creative move to leverage upon the usual Monday rants so often shared by Twitter users. The video description too states that ‘If you hate Mondays, you will love this song!
The Sony Music India Twitter page has been promoting ‘Khooni Monday’ quite successfully every Monday, given the relatable Monday morning blues experienced by most Twitter users, and also the crazy lyrics of the number with ‘Khoon choos le’ leading the way. The #KhooniMonday hashtag has also been promoted by the movie’s Twitter handle (@GoGoaGoneMovie), the production house (@ErosNow) and each of the characters’ Twitter handles. Tweets invite followers and Twitter users to share how they handle bloody Mondays.
— Go Goa Gone (@GoGoaGoneMovie) April 16, 2013
The promotions on Twitter were in synch with that on Facebook; Sony Music created a similar interaction with fans by associating Monday hatred with ‘Kooni Monday’.
This is a cool and creative approach to appealing to the youth rather than manufactured hashtags like ‘Replace movie names with ___’ that nobody cares about. And, Sony Music India has successfully attempted to promote a song without a contest!