Just like any other Bollywood film, AAMC used social media to promote the film and engage prospective audience to create positive word of mouth. IntelliAssist, a full-service digital marketing agency, was hired to manage the campaign for a period of four months.
2. Overview
• A Vikram Bhatt movie that was inspired by true events.
• Bollywood’s first Medical Negligence drama. The first half showcased
hospital events & the second half turned in to a courtroom drama.
• Story was written by Vikram Bhatt and movie was directed by Suhail
Tatari. Star Cast was Kay Kay Menon, Tisca Chopra, Paoli Dam, Arjun
Mathur & Vishakha Singh.
• Film was slated to release on April 05, 2013 but eventually released
on Jun 14, 2013 along with Fukrey.
• Received good critic ratings and positive reviews from trade media &
users; however turned to be a disaster at the Box Office.
3. Positioning & Key Challenges
• Movie Positioning
– Meaningful Cinema based on true events
• Key Messages & Talk Points
– Death & suffering due to Medical Negligence is a crime & the criminal
shouldn't go unpunished
– A death in the Operation Theatre due to negligence is plain Murder
– Not only the poor, anyone can be a victim of Medical Negligence – the Rich &
Affluent, the famous & powerful… It could be someone living next door… It
could be you!
• Key Challenges
– No prominent Star Cast & small marketing budget
– Niche Concept; Lack of mass appeal
• Audience for Indian movies is predominantly the youth. They neither connect with
death nor mother-child bond.
– Go-to-market was delayed multiple times
10. Content Strategy
• Content Strategy: We ran five campaigns & created one event:
– Who is Ankur Arora?: Idea was to get the movie name out!
– Meet the Cast: Idea was to provide a brief introduction of lead roles.
– Medical Negligence Victims: Idea was to sensitize audience & help them relate
with the movie theme.
• Brand New Campaigns to enhance ENGAGEMENT
– Satyamev Jayate: Do U Remember? Idea was to Reinforce Research & findings
presented by Aamir Khan in the show.
– Light 5 Candles – Candle for Awareness, Candle for Hope, Candle for Courage,
Candle for Protest & Candle for Justice. Idea was to move the youth.
– Event - Light a Candle for Justice: Idea was to get audience engaged. Help them
relate with the movie theme and get them take the subject seriously and be part
of the cause/ movement.
• Without making use of any fancy application this was an innovative
way of creating active engagement by leveraging Facebook existing
framework
1st TIME
Bollywood Movie
Creates an Online Event
11. Campaign 1 - Who is Ankur Arora?
Content
Engagement
26. How Event Creation Helped?
• An alternative to development
of expensive application
• Helped in creation of active
engagement and positive word
of mouth
• When an important update was
posted in an event, all those
who had selected GOING
received a NOTIFICATION
27. Voice of Media – Ankur Arora Murder Case
asks the audience to Light a Candle for Justice
32. YouTube
• Theatrical Trailer that was first uploaded received over 4,75,000 video views; however that had
to be deleted as the producer received a legal notice from Britannia a few days before the movie
release
• A fresh video was created and uploaded. We shared new link with all online partners.
33. Advertising Campaign
- Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.com - Bollywood Hungama