Brand
Golmaal Again
Agency
Unimedia
An unprecedented buzz was generated around the movie as the Golmaal Again marketing strategy was created keeping social media at core
The fourth film in a popular franchise from filmmaker Rohit Shetty, Golmaal Again was expected and devised to be bigger and better than its predecessors, using the power of social media.
Objective
Leveraging the popularity of the Golmaal franchise among it’s loyal fan base and combining it with the far reaching capabilities of social media, the makers of the film intended to create an unprecedented buzz around its release and turn it into one of the biggest blockbuster of the year.
Execution
Activity around the Golmaal Again promotions began by urging fans of the film franchise to showcase their excitement for the trailer of the movie with Boomerang videos on social media for a chance to be a part of Golmaal Again’s trailer launch.
Participants were required to include the hashtags #GolmaalAgain, #GolmaalAgainTrailer and #GolmaalAgainTrailerInvite, across all social media platforms to win a chance to attend the trailer launch.
The team also leveraged the social media popularity of their ensemble cast by cross posting the Golmaal Again trailer through their social media accounts. It ensured the trailer reached the maximum number of people.
User generated activities including #OoAyEeWithGolmaal, #HumNahiSudhrenge, and the launch of a WhatsApp activity, #GolmaalKaHafta was critical in keeping the fans engaged throughout the campaign. Fans were gratified with exclusive Golmaal Again merchandise, goodies from a brand partner and a select few were invited from different parts of the country to come and meet the entire Golmaal family.
In the next phase of social media activity, Twitter was chosen as the platform of choice as the official Golmaal Again, T-Series and singer Amaal Malik’s Twitter accounts indulged in a conversation to promote the song Hum Nahi Sudhrenge from the movie.
Post the release of the film, fan reaction videos from Dubai, India, and other parts of the world were consistently leveraged across all social media platforms to spread the positive word of mouth. Also, a short Facebook Live video of the star cast carrying out a surprise visit to a cinema hall was broadcast.
https://www.facebook.com/GolmaalMovie/videos/1831927383503059/
All the activity around the trailer and release of Golmaal Again peaked when the fifth instalment of the franchise was announced later.
Results
The Golmaan Again trailer became the third most shared Bollywood film trailer on Facebook for 2017 with a total share count of 45,375 shares in over a month. The trailer garnered more than 20 million views within 24 hours.
#GolmaalAgain trended on Facebook for 48 hours and the official film handles have crossed more than 10.8K followers on Twitter and 13.3K followers on Instagram.
On Twitter, #GolmaalAgain was trending for 6 hours and it trended in Mumbai for more than 10 hours.
The trailer for the film also trended on top on YouTube for four days, and the Facebook Live video of the cast greeting cinemagoers managed to get a total reach of 17.9K.
Through these social media activities and exercises, Golmaal Again successfully created a widespread intrigue and curiosity around its release which helped the movie become one of Bollywood's highest grossing movies in 2017.
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