Tumhari Sulu takes an agile movie marketing route on social media

Social Samosa takes a look at Tumhari Sulu's movie marketing strategy on social media.

Vidya Balan starrer Tumhari Sulu hits the screens today. The excitement of watching the National Award winning actress after a long time on big screen was at its peak, ever since the launch of it's first trailer two months ago.

Tumhari Sulu is a story of a suburban Mumbai housewife, who loves listening to the radio and taking part in contests. It is how one day she ends up winning a pressure cooker through a radio contest and her trip to the radio station, lands her the job of a RJ. The movie revolves around it. The trailer has garnered more than 8 million views on social media.

The film has taken a very interesting content marketing route by tying up with online channels and since the film is about the life of an RJ, they have partnered with a number of radio channels as well. The endorsements received from celebrities online, have further helped in creating more positive conversations around the movie.

Message from #TumhariSulu :) #tseries #ellipsisentertainment pic.twitter.com/eqLjZNgicU

— vidya balan (@vidya_balan) September 11, 2017

Whopping 8 million views & trending at #1 on @YouTubeIndia for over 72 hours! Thank you for your love for #TumhariSuluTrailer.@vidya_balan pic.twitter.com/UIk46rynCO

— TSeries (@TSeries) October 17, 2017

#TumhariSuluTrailer crosses 5 million views in a day! Yeh milestone nahi smilestone hai ? #TumhariSulu #MainKarSaktiHai @vidya_balan pic.twitter.com/9SWXOIU755

— ELLIPSIS ENT (@EllipsisEntt) October 15, 2017

Social Samosa takes a look at Tumhari Sulu's social media strategy.

Content tie-ups

Tumhari Sulu has tied up with content platforms such as MissMalini, Arre, Buzzfeed to create fun content for the online audience. A lot of radio channels from Red FM and Radio City have have also done special interviews with Vidya Balan and they are also promoting it on their social media channels.

MissMalini

BuzzFeed:

Arre

Paytm:

EXCLUSIVE: Watch Sulu aka @Vidya_Balan in a candid conversation. @PaytmTickets @atulkasbekar @EllipsisEntt @TSeries pic.twitter.com/xkFUK9xx2o

— Paytm (@Paytm) November 9, 2017

Radio city:

Red FM:

#TumhariSulu is coming to your city with all the answers to your problems! So, stay tuned with @RedFMIndia for #SuluKaSolution!#TumhariSulu #Tseries #EllipsisEntertainment #VidyaBalan@vidya_balan @NehaDhupia @EllipsisEntt @mymalishka @TSeries @atulkasbekar @Manavkaul19 pic.twitter.com/mb1LijBu9y

— Red FM (@RedFMIndia) November 6, 2017

Bollywood Hungama

Witty engagement tactic

Vidya Balan has been very active on Twitter, from sharing pictures of the film promotions to constantly reminding the audience of the launch date, Tumhari Sulu has made good use of social media platforms to create curiosity.

Aapki raaton ko jagaane. Aapke sapno ko sajane. Main Sulu. Aa rahi hoon bas 3 dino main. Dil ke button se phone pe ticket book kijiye. Karengey na? #3DaysToTumhariSulu @EllipsisEntt @TSeries pic.twitter.com/yKC6pqKB1P

— vidya balan (@vidya_balan) November 14, 2017

Bas 4 dino main aa rahi hain Sulu, aapke nazdeeki cinema gharon main! #4DaysToTumhariSulu@EllipsisEntt @TSeries pic.twitter.com/K88ABPebwM

— vidya balan (@vidya_balan) November 13, 2017

Teen saree-yan, teen deviyan pic.twitter.com/DK5kDRvWPm

— vidya balan (@vidya_balan) October 27, 2017

Thank you the One & Only Hawa Hawaii, my idol, our dear @SrideviBKapoor ....Loooooooove you ❤❤!! https://t.co/HH7F9TTCab

— vidya balan (@vidya_balan) October 26, 2017

Yay! #TumhariSuluTrailer is out! @Manavkaul19 #MainKarSaktiHai https://t.co/gtVL54iTpR pic.twitter.com/XYZOdtMupy

— vidya balan (@vidya_balan) October 14, 2017

Tumhari Sulu kuch bhi kar sakti hai! Delighted to be in the PM's tent at the beautiful #RannUtsav! pic.twitter.com/Xgoc3efU2t

— vidya balan (@vidya_balan) November 9, 2017

Celebrity endoresements

Celebrities shared their excitement and gave a positive response based on the special screening which was done for them.

#TumhariSulu is a truly endearing film that will warm ur heart! @vidya_balan “Hello” never sounded so good! U r a class apart & make every moment feel so real! Congrats to a stellar team???? @sureshtriveni @tanuj_garg @atulkasbekar @priyagupta999 @Manavkaul19 @NehaDhupia pic.twitter.com/ASnT4Qt8iZ

— Sophie Choudry (@Sophie_Choudry) November 16, 2017

It will be interesting to see, how Tumhari Sulu fares at Box office and if the online content marketing route attracts the audience to the theaters.

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