Bollywood leverages power of social commerce through mydala.com

mydala.com, India's first and largest social commerce portal offering city-specific and pan-India deep-discount deals, has unfolded a whole new chapter in the way Bollywood promotes its movies. mydala.com has partnered with India's leading Film Studio, Yash Raj Films, to promote its upcoming movie, Ladies vs Ricky Bahl, by leveraging the power of group buying and social media marketing.

Featuring Ranveer Singh and Anushka Sharma in lead roles, the Bollywood rom-con film that releases today, has been directed by Maneesh Sharma of Band Baaja Baaraat fame. The movie revolves around a con-man Ricky Bahl (Ranveer Singh) who charms and then dupes ladies of their money. Three such ladies happen to meet by chance and vow to avenge and reclaim their money. Enter Ishika Desai (Anushka Sharma)! The movie's songs such as Aadat Se Majboor have already been making waves all over the country.

Leveraging its huge traffic as India's ultimate destination of deals & discounts, mydala.com has been actively supporting the movie's promotions through its portal, social media channels such as Facebook and Twitter, video blogs, radio channels, as well as through a series of offline events. mydala.com is offering a whopping 50% discount on movie tickets across major cities in India, which has been very well received by its followers. mydala has also generated a buzz among its fans through several contests where people won branded merchandise of the movie including T-Shirts, autographed music CDs and many more exciting gifts and mydala vouchers.

Winners of mydala contests also received free movie tickets as well as an exclusive opportunity to meet Ranveer Singh & Anushka Sharma at the music launch event of Ladies vs Ricky Bahl at YRF Studios in Mumbai.

In yet another industry first, mydala has also booked an entire movie hall in Delhi and Mumbai to host a special screening exclusively for ladies on the first day, in sync with the movie's title. It has given away free movie vouchers to ladies who emerged as winners of its various contests to watch the movie.

Says Anisha Singh, founder and CEO of mydala.com, "When we associated with Yash Raj Films to promote their movie Ladies vs Ricky Bahl, we knew that we were about to create history, and did not want to leave any stone unturned. Nobody had tried social commerce as a medium to promote a big-ticket movie. Where on one hand it instilled excitement in our team to be part of such a unique campaign, at the same time, it was a huge challenge for us to simultaneously mobilize woman power as well as to leverage our multimedia campaign to effectively promote the movie. We are thrilled to have received such a huge response from mydala fans."