Ayushmann Khurrana’s ‘Dream Girl’ sets social media abuzz with quirky film promotions
Ayushmann Khurrana and Nusrat Barucha- starrer, ‘Dream Girl’, has been released on Friday, September 13. While the movie reviews are yet to come, its exceptionally unique marketing and promotions strategies are already ruling the social media platforms. From an ingenious push notification strategy from BookMyShow to funky merchandising and humorous videos, team ‘Dream Girl’ employed interesting ways of marketing the film.
Harikrishnan Pillai, CEO & Co-Founder, TheSmallBigIdea, the digital agency which was awarded the social media mandate for the film, explains that in the campaign they gave precedence to the character Pooja played by Ayushmann. “The entire marketing narrative revolves around the extremely common name Pooja; the quirks and characteristics associated with her. By the end of the campaign, Pooja will become an extremely relatable and loved character”.
Asked who their target audience is for this creative campaign, Pillai elucidated that the film has a universal appeal, as everyone connects with pranks and surviving a comedy of errors. “However, the focus is on the otherwise elusive Tier 2, Tier 3 millennials who have found solace in the neo-social apps,” adds Pillai.
Apart from their unique marketing campaigns, online ticketing platform BookMyShow also came on board to promote the movie. For example, Anjali, a BookMyShow user tells exchange4media that a notification popped up on her screen which reads, “You have a missed call from Dream Girl.” And as soon as she clicked the notification it took her to BookMyShow app and offered her to book a ticket for Dream Girl.
We spoke to Marzdi Kalianiwala, Head – Marketing and Business Intelligence, BookMyShow, about this quirky promotion strategy.
Kalianiwala elaborated, “BookMyShow’s campaign for Ayushmann Khurrana’s latest outing ‘Dream Girl’ was designed keeping in mind the quirky nature of the film”.
Discussing the campaign, he tells us, “We promoted the movie through an ingenious push notification strategy along with emails sent to millions of our customers and garnered a phenomenal response from users”.
“BookMyShow’s Dream Girl campaign saw a remarkable click rate, that was 9 times the other campaigns of this scale. The traffic on the platform multiplied 10 times within a few minutes of the campaign going live, hitting the million mark in an hour. The number of missed calls on +91 70955 70955, which was the crux of our campaign, increased by 10k in a day reflecting the huge success of this campaign”, says Kalianiwala.
Here are some quirky DreamGirl campaigns created by TheSmallBigIdea.
It was a campaign run on social before the trailer’s release. A call recording where we hear the voice of a girl name Pooja talking to famous celebs. This campaign got people curious about ‘Who is Pooja’ and what this is all about, therefore, creating a good build-up for the trailer.
Ayushmann is known for his quirkiness and they used that for promoting all festivities. They wrote funny scripts which were executed by Ayushmann and which got a lot of traction on social.
The marketing team of DreamGirl came up with a day which would be called “Pooja day” where all the Pooja’s of the world were invited to celebrate a day with Pooja.
All the social promotion and buildup of Pooja day was done by TheSmallBigIdea.
Even the songs of Dream Girl were released in a very creative way. Every song release is treated as a campaign in itself. TheSmallBigIdea built every song to create intrigue to the audience for the release of the song followed by the sustenance of the same.