Yash Raj Films’ latest offering ‘Mardaani’, which stars Rani Mukerji
and Tahir Raj Bhasin in pivotal roles, has wowed everyone since the day
of its release. The realistic action sequences, superb performances and
a tight script has made ‘Mardaani’ one of the best cop films to come
out in recent times. The story, which revolved around a tough-as-nails
Crime Branch cop (played by Rani), out to trace and apprehend the
kingpin of a child trafficking racket, was appreciated not only by
Bollywood celebs but also NGOs working for the rights of children as
well as officials of the Police Department, who praised the film for its
realistic portrayal of police officers. Like with every movie, YRF had
gone out of its way to promote the film through innovative digital
campaigns.
Digital innovations and out of the box strategies for marketing and
promoting their films have always been a core strength of Yash Raj
Films. For ‘Mardaani’, which has wowed everyone with its realistic and
gritty content, the production house has broken new ground on the
digital space with some very interesting strategies.
The first initiative utilized a popular mobile application, which
was a Brand Engagement and reward platform offering mobile users the
opportunity to view Ads and earn points for re-charge minutes on an
Opt-in basis. What this means is that every time a caller with the app
in his mobile phone dials a number to make a call, a pop-up appears on
the mobile screen before the call is connected, asking the caller to
choose between a free minute sponsored call by Mardaani or to call
directly. If the caller chose the former option, the promo plays out
seamlessly. This serves a dual purpose resulting in a win-win situation
for all.
The second initiative used HTML5 functionality, a first by any
Bollywood film for a unique combination of Multiple Interaction Points
into one unified Mobile ad unit. Direct engagement with the consumer in
his/her very personal mobile space, the scope of interaction and the
level of engagement achieved was tremendous.
The third innovation utilized the reach of a popular social
networking platform on mobile. Here, users engaged with special rich
media banners of the film which showcased the key video units and
offered multiple hot spots for engagement thereby exponentially
increasing the impact and efficacy of the campaign vis a vis other
conventional platforms of advertising.
Mr. Alnoor Merchant – Director of Epigram Digital Media Pvt.Ltd
which handles the digital campaigns for the production housesays “The
mobile space in India is growing at a rapid pace. Today mobile has not
just become a means of communication but an extension of the user’s
personal space for engagement and interaction. Leveraging the power of
this platform for a promotional strategy is a must in the current times.
With Mardaani, we have explored a couple of really innovative
activities engaging users on mobile with the film communication.”
Its Teachers Day coming up and every individual surely miss their school or college days and the same goes with B
Town celebrities. Shahid Kapoor too has an emotional connect with his
college and his teachers. And this time too, a day before teachers day,
the actor visited his college for the promotions of his upcoming film
Haider.
Yes finally Deepika Padukone
has confessed that before tying a knot she will inform everyone. There
have been lots of speculations doing the rounds taht alleged love birds Ranveer Singh and Deepika Padukone has decided to tie a knot with each, but at the recent event of Finding Fanny Deepika gave rest to all the rumours on her marriage and said, “ If I have a plan of marriage, I will inform everyone”.
