Close X
Wednesday, November 20, 2024
ADVT 
Bollywood

'Phillauri' Team Uses Social Listening For Promotion

Darpan News Desk IANS, 04 Mar, 2017 02:22 PM
    Social listening, a process through which companies and brands track social media conversations around specific phrases, brand names or hashtags to keep a tab on consumer trends or gauge consumer feedback, has been employed for a film promotional campaign by makers of "Phillauri".
     
    Given that the storyline of the film revolves around a friendly spirit Shashi, played by Anushka Sharma, the marketing strategy was built on playing up the characteristic traits of the spirit -- she was invisible and she was omnipresent -- and drive social engagement around the film.
     
    Shikha Kapur, Chief Marketing Officer, Fox Star Studios India, explained how while social listening tools have always been used by brands to monitor online chatter, the company has gone ahead and integrated it in the digital campaign.
     
    "For 'Phillauri', we have created ideas that are experiential in nature and invoke participation from the target audience. We expect this digital campaign to garner organic traction and engagement with social media users. The campaign lends itself seamlessly to these social media conversations around weddings. We believe there is a potential to reach over 30 million social media users through this unique campaign," Kapur said.
     
    Three months ago, the banner engaged the process to track weddings through popular hashtags such as #weddings and #shaadi, in line with the movie's plot. The plot of the film unfolds during the revelry around a Punjabi wedding and the movie's central character is called Shashi.
     
    This helped the company gather data of over 10,000 social media users who have shared their wedding experiences by posting images or videos. After gathering this data, they have started the #ShashiWasThere campaign. As part of this, Anushka has started responding to these social media users by reposting an altered version of their pictures, in which the character Shashi has been photoshopped in their wedding pictures. 
     
    "Phillauri" is a co-production between Fox Star Studios and Anushka Sharma's Clean Slate Films and is slated to be released on March 24.

    MORE Bollywood ARTICLES

    Small Screen Reaches Out To More People: John Abraham

    Actor John Abraham considers the small screen a platform which gives wider reach to films than the big screen itself.

    Small Screen Reaches Out To More People: John Abraham

    Watch Video: Rishi Kapoor, Randhir Kapoor Get Into Scuffle With Crowd At Ganpati Visarjan!

    Watch Video: Rishi Kapoor, Randhir Kapoor Get Into Scuffle With Crowd At Ganpati Visarjan!
    In a few video clippings that has now gone viral, Rishi and Randhir Kapoor are seen manhandling and pushing and shoving people around them.

    Watch Video: Rishi Kapoor, Randhir Kapoor Get Into Scuffle With Crowd At Ganpati Visarjan!

    Priyanka Chopra Enters World's Highest Paid TV Actresses List

    Priyanka Chopra Enters World's Highest Paid TV Actresses List
    Priyanka, who ranks eighth in the list, made her entry after starring in the American drama series "Quantico". Her earnings are pegged at $11 million, Forbes said.

    Priyanka Chopra Enters World's Highest Paid TV Actresses List

    Amitabh Bachchan Jumped On Board Pink Before He Knew Details

    Amitabh Bachchan Jumped On Board Pink Before He Knew Details
    He is been there, done that, and hence no one would think there's any role left to challenge Amitabh Bahchan but he said even today the actor in him gets anxious before a shot just like his initial days in the industry. 

    Amitabh Bachchan Jumped On Board Pink Before He Knew Details

    Sunny Leone Skips Toronto Premiere Of Film On Her Life. Cold Feet?

    Sunny Leone Skips Toronto Premiere Of Film On Her Life. Cold Feet?
    Sunny, made by Toronto-based photojournalist and filmmaker Dilip Mehta, had its world premiere at the 41st Toronto International Film Festival (TIFF), but Sunny chose to stay away from the event despite being in New York,

    Sunny Leone Skips Toronto Premiere Of Film On Her Life. Cold Feet?

    PICS: Anupam Kher's TIFF Red Carpet Moment With Gerard Butler

    PICS: Anupam Kher's TIFF Red Carpet Moment With Gerard Butler
    Veteran actor Anupam Kher walked the red carpet of the prestigious Toronto International Film Festival (TIFF) 2016 here with Hollywood actor Gerard Butler for the premiere of upcoming Hollywood drama film "The Headhunter's Calling".

    PICS: Anupam Kher's TIFF Red Carpet Moment With Gerard Butler