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Case Study: Role of digital marketing in Badhaai Ho’s 200 Crore club entry

Brand: Badhaai Ho

Agency: The Small Big Idea

Brand Introduction
Badhaai Ho is a comedy-drama film of the year 2018, directed by Amit Sharma and produced by Amit Sharma, Vineet Jain, Hemant Bhandari. It stars Ayushmann Khuranna, Sanya Malhotra, Gajraj Rao, and Neena Gupta.

Objective
Given the history of Ayushmann's films and the unique plot of the movie, the objective was to mislead the audience into believing that the good news in the movie revolved around him and keep them invested in our built-up of the campaign.

Creative Summary
We kickstarted with a Twitter activity, which created maximum buzz around the trailer release. Since we mislead people into believing that the good news in the movie belonged to Ayushmann, the trailer's revelation proved them wrong and hence got them talking! We then continued to ride high on the buzz by driving conversations with a strong ORM game and fun and quirky content.

Creative Idea

The campaign was executed across Facebook, Instagram and Twitter. The stars played their respective characters from the film even on social media, as was reflected in their responses and the videos we put out which highly intrigued the fans and helped spread the word about the film. Collabs were done with different creative platforms such as iDiva, The ScreenPatti, MenXP etc.

 

Phase 1
‘Badhaai Ho, Lekin khush khabri kya hai?’ (Misleading people)

During the Twitter activity, we misled people into believing that the 'khush khabri' is centered on Ayushmann. We did that by having celebrities wish 'Badhaai Ho' and urge him to spill the beans.

Given the history of Ayushmann's quirky films, people felt that the good news in the movie also belonged to him. Speculations were relentless! Everyone wanted to know what new 'kaand' had Ayushmann done in his film.

Once the trailer was released, it was like a googly for the audience when they got to know that the 'khush khabri' actually belongs to his parents. This further heightened the excited conversations on social media platforms. The buzz grabbed maximum eyeballs for the trailer. Since trailer is the most important aspect of a film through which people decide whether they want to watch the movie or not, this activity ensured that the conversations initiated drove maximum number of people to not just watch the trailer, but also discuss it.



Phase 2
Badhaai Ho! Memes hue hai! Riding on the meme wave

The quirky one-liners from the trailer became quite a rage. Capitalising on that, we started circulating memes on dialogues such as ‘Tame kab mil gaya tujhe’, ‘shakal se toh bade shareef lagte the’, ‘Karrect age hai aapka’ among others, which gathered much traction with the audience.

View this post on Instagram

When your mom comments on your BFF's picture. #BadhaaiHo

A post shared by Badhaai Ho (@badhaaihofilm) on


Don’t want 5 or 10 million views Ft. Ayushmann

‘10 million logon ko pata chal gaya yaar!’

We released 2 videos in which Ayushmann and Sanya were seen reacting to the news that the trailer had been viewed by 5 and 10 million people respectively. We used reverse psychology in those with Ayushmann asking people to not watch the trailer, not even if it trends on YouTube and groaning that so many people now know about his mother’s pregnancy!
It helped in piquing the curiosity of those who’d not yet seen the trailer and generating excited conversations among those who already had and loved it!

 

 

 

 

 

Morni Challenges & more

When the song Morni Banke released, we did a fun 'Morni Challenge' around that. It basically was an eyebrow movement that Ayushmann and Sanya do in a scene from the song. Not everybody can alternately raise their eyebrows as they do. People tried and put out videos on social media platforms tagging 'Badhaai Ho' film page and the stars. The interesting challenge, by creating a buzz around the song, also helped augment the reach of the film.

On-ground events amplified digitally

Mass Baby Shower was extensively promoted digitally. An open invitation card was put out for the baby shower along with cute creatives to catch the attention of pregnant women. During the event, we introduced a Badhaai Ho Facebook camera frame for the participants to click pictures with. All they had to do was scan a bar-code and activate it on their phones.

Badhaai ho Frame:

 

Phase 3
Collaboration

We also collaborated with other artists (Brand integration) to increase our reach and impressions


 

Deepak Kalra (Influencer)

     

The Screen Patti

 

 Results:

The movie entered the 200 crore club and it proves that the digital campaign around the film was a success.

Parameter

Views

Pre trailer

1.1 M +

trailer

32 M +

Badhaaiyan tenu

4.4 M +

Morni banke

56 M +

Nain na jodeen

13 M +

Sajan bade senti

3 M +

Total

118 M +



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