Ayushmaan Khurana starrer Badhaai Ho, Little Monk Digital conceptualized and executed a series of specialized social media content
Introduction
Badhaai Ho is amongst the smash hits of this year and has crossed 120 crores plus in domestic box office already. The movie’s trailer was already received well and appreciated by audiences across all ages. While the movie marketing campaign was focusing on various integrations and appearances to reach out to a wide range of audiences, Junglee Pictures’s Agency-On-Record, Little Monk Digital was assigned the task to keep the interest of the audiences aligned and maintain the momentum generated by the trailer. The only brief was given: break the clutter and cut the monotony.
For Badhaai Ho, it was very important to keep reminding the audiences about the core aspects of the movie through social media. Most movie campaigns tend to ignore the series of posts that go regularly on social platforms to continue to feed the online audience and keep them engaged. Especially when it comes to countdowns, most movie campaigns tend to offer a tad bit rabid and full affair. However, what they fail to realize is that these countdown posts are important reminders to their audiences about the impending release and the need to book tickets.
That’s exactly where Little Monk Digital emphasized their focus and worked out a content strategy specially designed as per the theme and mood of the film. Concerted efforts where made to shy away from anything remotely generic or uninteresting. Each post had a concept behind it and reflected a key aspect of the storyline.
Execution
After the team was assigned the task to generate specialized social media content, it was a herculean task to narrow down on a handful of concepts as the whole team was brimming with ideas. With the individualistic focus on the core strengths of the movie, concepts were chalked out and various their merits were discussed. After deliberating various permutations and combinations, a list of concepts was finalized.
After the marketing team approved the concepts, the next phase was to get the look and feel of the content created. Most movie campaigns use production skills to create their social media posts and that is a common practice. So the team at Little Monk decided to go unconventional and created special vectors and animations to execute the content. The videos were kept short, the colors were vibrant and the messaging crisp and clear.
This not only created a new way of creating specialized social media content for a movie campaign but also caught the attention of audiences online instantly.
Results
A higher engagement rate was witnessed on all such posts compared to any other generic content. In terms of likes, it witnessed a jump of 300% and sometimes even beyond vis-a-vis any generic content.
The opening was the biggest in Ayushmann Khurana’s career; majority ticket sales being driven by digital mediums. The Word Of Mouth on social media was excellent and kept adding benefit to the movie in the longer run. Currently, it has crossed over 120 crores net in the domestic box office and over 200 crores gross worldwide.
Hence, the campaign ended on a good note with the message that when creativity is merged with precision, some great content can be generated which instantly clicks with the audiences and helps the film add more audiences in theatres.