Loved the gaghra worn by Priyanka Chopra at the Filmfare awards? Now you can bid for it and take it home if your bid is the highest. Idea Cellular, India’s third largest teleco has launched a unique online auction where bidders can bid without cash for costumes worn by Bollywood superstars, during their performances at the 59th Idea Filmfare Awards night held this January.
The first-of-its-kind cashless auction has been named ‘Filmy Nilaami’ and has costumes of Priyanka Chopra, Kareena Kapoor and Ranveer Singh to begin with. To be able to bid without cash, one has to collect points at Idea’s flagship digital property – Idea Popcorn Street and use them to bid for costumes.
Points can be accumulated by sharing content from the ‘Gupshup’ section, voting for a movie on the ‘Hitegi ya Pitegi’ section or by writing a movie review. You can start bidding with these points on ‘Filmi Nilaami’ page for any of the costumes displayed in the gallery. You can also bid for multiple costumes. The costume will go to the highest bidder at the end of the week long auction.
The ‘Filmi Nilaami’ section on Idea Popcorn Street features a video that tells you how to collect points on the site and place your bids. Straight up on the section, I made 10,000 points for logging in through Facebook. Another easy 6000 points came from sharing the ‘Ullu mat bano’ song on the Facebook wall. I continued to collect points by sharing quite a few stories from the ‘gupshup’ section on Facebook. But, when I proceeded to place my bid, I realized my points were too less.
While Priyanka’s gaghra is at the highest bid with 130,000 points, Ranveer’s jacket is at a close second highest with 125,000 bid points and Kareena’s stylish outfit is at 88,000 points.
Filmi Nilaami on social
The digital auction has taken the social media route to spread the initiative. Idea’s Facebook and Twitter pages began sharing teaser updates a week prior to the auction. The costumes were shown as missing for each of the three costumes on auction. A few days later, it was shared that these costumes have been found at the Idea Filmi Nilaami site, while inviting fans to start bidding in Bollywood’s most glamorous auction.
Did he give it to one of his co-stars? Did he forget it at the laundry? Kahan hai Ranveer ka jacket? pic.twitter.com/r3zJExePuK
— Idea Cellular (@ideacellular) March 26, 2014
— Idea Cellular (@ideacellular) March 30, 2014
— Idea Cellular (@ideacellular) April 2, 2014
Continuous consumer engagement
Idea’s campaign idea is a clever one. While the ‘Filmi Nilaami’ initiative offers a cool opportunity for consumers and Bollywood buffs to bid and win their favourite stars’ costumes, it helps Idea get them to engage with its branded Bollywood site ‘Idea Popcorn Street’. Launched this year, the site is a first of its kind branded content site hosted by the teleco offering Bollywood fans an array of interesting trivias, videos and updates on Bollywood.
Along with the daily dose and trends of Bollywood, Idea Popcorn Street site offers fans an opportunity to get closer to their Bollywood dreams through engaging contests. The site had also engaged fans with a contest that gave tickets for the awards night. The integrated approach with a branded content site and social media reach will help the telco create a continuous consumer engagement for its flagship property ‘Idea Filmfare Awards’.
With ‘Filmi Nilaami’, it gives Bollywood fans the unique opportunity to own a piece of Bollywood history, while rewarding them for sharing and spreading the content from Idea Popcorn Street.