INOX Leisure Ltd is an extended venture of the INOX group into entertainment with its head office in Mumbai. INOX Leisure has several multiplex movie screens across India. INOX projects itself as the complete entertainment hub for Indian audiences, considering the ever-rising popularity of the Indian film industry – Bollywood.
INOX wanted to promote an upcoming Bollywood movie ‘Bajrangi Bhaijan’ (Brother Bajrangi) starring one of the biggest actors of the country – Salman Khan releasing on 17th July 2015. The movie was based on a story of an ardent kind Indian man who embarks on taking a mute six-year-old Pakistani girl back to her country to unite with her parents, and in the journey develops a unshakeable bond with the kid. Trying to get into Pakistan through a righteous path to his conscience, with the help of a smart Pakistani news reporter for company and makes the search, it is a story that touches the hearts emotionally of everybody in both India & Pakistani, and Asians all over the world
Objective of INOX was to target the younger generation (25-30 Year olds) of the country in order to promote the film widely in a very competitive industry which releases over 1800 films per year.
With increasing usage of smartphones, consumers like to shoot, click and share the content. INOX Leisure for this mandate planned a Dubsmash campaign to separate it from the scattered reach of Facebook, Twitter and WhatsApp.
Dubsmash is a video messaging application for iOS and Android mobile phones. By the use of application, users can choose an audio recording from movies, television shows & popular music albums and record a video of themselves, dubbing over that piece of audio clip.
Using the new medium the campaign was planned to facilitate participation and promoting the film – Bajrangi Bhaijan by using the high popularity of the movie star – Salman Khan by urging users to participate in an online contest, in which they had to create dubs using Salman Khan’s movie dialogues & songs in addition to the dialogues from the upcoming movie.
A contest was created on social media i an the winners were offered movie vouchers across the country.
Dialogues and songs from various movies were pre uploaded on the application platform for participants to chose from and record their dubs. The application has options to share the videos on various social media platforms, with family and friends. This, inherently, is its strength. The content created in the form of video clips can then be shared, which gives the brands another opportunity to reach out to a wider base and capture lots of earned media and digital media trends.
Vice President Marketing – INOX Leisure Mr. Harshvardhan Gangurde, says that since Dubsmash is about lip syncing popular dialogues from films, which is a strong marketing tool for the company to promote an upcoming bollywood blockbuster.
The campaign was widely accepted across all platforms of social media and had several participants from across the globe. It also had participations from many affluent Movie stars, Sports personalities.
Like Shoaib Malik & Sania Mirza (Pakistani Cricketer and his wife, International Tennis Player) Mithun Chakraborthy, Sonakshi Sinha, Kapil Sharma, Nawazuddin Siddiqui to name a few
Vide Credit:Lehren TV on Youtube