A Social media case study on how glitched commenced various promotional activities to promote Once upon a time in Mumbai Dobara on its social media platforms.

1. CASE STUDY

3. • Starring Akshay Kumar as the powerful king of Bombay –
Shoaib- OUATIMD was pitched as the biggest Action,
Crime, Drama, Thriller movie of 2013.
• Directed by Milan Luthria and with the dialogues written by
Rajat Arora – OUATIMD had all the ingredients of a super hit
movie

4. The Glitch commenced digital promotion activities on the
OUATIMD social media pages on 23rd May 2013.

5. CONTENT ON FACEBOOK
ACTIVITES: AN OVERVIEW

6. CONTENT ON FACEBOOK
• MINIMAL POSTERS: We started the page with minimal
posters that had the dialogues from the first movie. This way
we cashed on the most important part of the OUATIM
franchise
• DIALOGUEBAAZI POSTS: Using images from the trailers
and songs we asked our fans to caption these images with
witty dialogues.

7. • DIALOGUE MEMES: To popularize the dialogues of the movie
we made various memes on them. This also helped us to
popularize these dialogues
• EXCLUSIVE EVENT PICTURES: Images of the trailer launch,
song launch and other events were posted on the page, hence
giving out exclusive content for our fans.
CONTENT ON FACEBOOK

8. CONTENT ON FACEBOOK
High number of likes and shares along with comments
helped us to get good reach

9. CONTENT ON FACEBOOK
The reach of our posts shot up during the release month.

10. CONTENT ON FACEBOOK
AverageLikeson
thepostswere4000

11. CONTENT ON FACEBOOK
Average number of people who saw our posts
in an hour – 2,17,700

12. CONTENT ON FACEBOOK
The likes on the page shot up during the release month
reaching high numbers in very few days

13. CONTENT ON FACEBOOK

14. CONTENT ON FACEBOOK

15. Facebookapps

16. •In order to create a buzz around the
first song ‘Ye Tune Kya Kiya’ –
we made the TV app
•The unique feature of this app was
that in order to watch the song video –
a user had to share/Tweet about it first
TVAPP
More than 1 lakh views
on just a
49 seconds preview of the
song

17. Predict the champion app
• Since cricket match was a big
part of the first OUATIMD trailer
– we developed the Predict The
Champion app
• This app gave users a chance
to predict who would win the
ICC championship matches
In 21 days we touched
numbers that went
above 10,000
TOTAL APP PLAYS: 10,451

18. • Since the whole
communication of the
second trailer changed to
‘Hero Vs Villain – we
launched the Unfriend App
• This app gave the users an
opportunity to play the
villain in their friends’ lives
and had to unfriend them to
watch the trailer
Unfriend App
TOTAL APP PLAYS:
14,894

19. The ramadaan calendar
 The movie was positioned
as an EID release, hence we
designed the Ramadaan
Calendar App.
 By simply registering with
the Gmail ids users got
Sehri and Iftaari alerts
Everyday On their phone
TOTAL PLAYS:10,015

20. Launched on 6th August
Total site visits: 18,997
#OUATIMD takes over

21. #OUATIMD takes over
Launched on 6th August
Total site visits: 18,997
• Closer to the movie release we intensified our campaign
and launched the OUATIMD internet take over.
• We designed a micro-site where in the users had to input a
website and watch it get an OUATIMD touch
• Also, these websites which were transformed started
playing ‘Bismillah’ hence creating a buzz for the song too.

22. Total site visits: 18,997
#OUATIMD takes over

23. • As the final app on Facebook
we launched the Shoaib Look
Contest
• The grand prize of this contest
were the sunglasses that
Akshay Kumar wore in
OUATIMD
Shoaib look contest
TOTAL APP PLAYS:
14,894

24. Activities on twitter

25. Activities on twitter
Contests:
 To keep the buzz going throughout the campaign we did
various contests on Twitter and managed to trend regularly.
There were contests during the major asset launches with
gratifications like Meet and Greet with the stars, invites for
the trailer launch and an iPad along with movie merchandise.
Live Tweeting:
 All the major events like trailer launch, song launch etc were
live tweeted along with exclusive pictures. This helped us to
make our followers feel a part of these events via Twitter

26. trends on twitter
6 out of 10 top trends in
India were OUATIMD
related

27. TRENDED
WORDWIDE
DURING
TRAILER
LAUNCH

28. • Seeding:
We seeded content from the film on major websites and
blogs such as Bollywood Hungama, Pinkvilla, Bollywood
Life, Koimoi etc to ensure high visibility and views for all
the trailers and songs from the film.
Social media pr

29. numbers

30. We started the OUATIMD FB page on 23rd May and
reached 1 Lakh likes on the day of the trailer
launch i.e. 29th May.
1 LAKH LIKES
IN 6 DAYS!

31. Our Facebook target was 3.5 Lakhs by release and
we reached 9.5 lakhs. As of 20th August the page had
9.7 lakhs with talking about of 71,422.

32. Our Twitter target was 2000 followers by
release and we reached 3100 followers
along with trending regularly and high interaction ratio

33. THANKYOU!
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