1. Case Study _ Vishwaroopam
BACKGROUND
Vishwaroopam is Tamil-Hindi Bilingual Indian spy thriller 3D film written, directed and co-
produced by Kamal Haasan that features himself in the lead role.
BUSINESS CASE
The team of Vishwaroopam, the thriller movie wanted to promote the movie in an exciting
way giving Kamal Haasan’s fans something extraordinary to look out for during the
promotions. The challenge was in creating excitement through a print ad by generating
curiosity about the movie.
SOLUTION
Vishwaroopam released print ads which were
augmented by TELiBrahma through the Maiam app, an
app customized by TELiBrahma for the movie
Vishwaroopam. Users’ on capturing the poster through
their mobile phones were instantly taken into Kamal
Haasan’s world of ecstasy, adventure and fascination.
Users’ could engage themselves in a variety of options
where they could view a new Vishwaroopam movie
trailer or connect on social media sites to express their
view, but the highlight was in the opportunity to be able
to send Kamal Haasan a personalized message for his
birthday.
RESULTS
 Over 24,000 users were recorded to have engaged in the campaign on a single day
 74% of users engaged with Kamal Haasan’s introduction video , showcasing and
proving the worth of the campaign
HIGHLIGHTS
 Vishwaroopam team could measure the effectiveness of the campaign and the fan
following much prior to the release of the movie
 Fans got the rare opportunity to directly send personalized messages to their Hero
 This is the first time in India for a movie to be promoted the augmented way, giving
an edge to the success of the campaign