GOLD trailer takes a multi-platform digital launch route

Digital Agency: Digi Osmosis

Brand: Excel Entertainment's GOLD

Introduction

Usually at a theatre, the audience gets bored watching the promos of movies, but this time GOLD, an upcoming film by Excel Entertainment made everyone stand up and take notice of their teaser. The impact of the same was seen when the audience took to social media to share their opinion on this unique and unexpected marketing move.  The teaser was later launched on digital and garnered more than 5M+ views.

Summary

The trailer of GOLD was launched early on a Monday morning (25th June) via Facebook through Facebook LIVE premiere where fans were able to set a reminder a day prior to the launch to see the trailer. The trailer was premiered as a LIVE video on Excel Entertainment, Akshay Kumar and other partner Facebook pages.

Vishal Ramchandani, Head of Marketing, Excel Entertainment Pvt. Ltd., said “Gold is one of our most ambitious project and we wanted an agency that understands content and how to reach our audience in the most innovative and effective manner via digital mediums. Digi Osmosis has the right mix of creative strategy and execution and has proved their capability with their previous projects as well as the Gold Trailer Launch.”

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Execution

It started with the build up to the trailer launch of 'GOLD', with an extremely creative video called 'STAND UP FOR GOLD', planned by Excel, storyboarded by Xtrathin, executed by Trigger Happy. The reactions were covered by White Turtle Studios.

The teaser was played in theatres urging users to stand up for the national anthem while the British Anthem played instead of the Indian National Anthem. The British Anthem unit with some hard-hitting anecdotes was screened across theatres in India on a very well strategized day of Eid which coincided with the release of the Salman Khan starrer Race 3 to get maximum audience traction.

VIDEO : #StandUpForGold- Tapan Das is coming to rule again this I-Day !!!

Theatre Reaction of #GoldTeaser ! pic.twitter.com/QUXFeAplYW

— Akshay Kumar FG (@AKFansGroup) June 18, 2018

After the teaser launch, Akshay Kumar took to Twitter to announce the trailer launch date and time with a new poster that unveiled the looks of the other cast from the movie.

Results

Facebook Messenger was also used seamlessly wherein a day prior fans could subscribe to get the trailer on Facebook messenger directly from Akshay Kumar. This saw a record of six lakhs+ new subscriptions for any Bollywood movie trailer and on the launch day the trailer link was sent out to eight lakh+ users from Akshay Kumar's Facebook messenger.

A special group for 'GOLD' had been formed on Facebook to start a discussion with diehard Akshay Kumar and hockey fans for their take of the trailer.

GOLD was also the first Bollywood trailer launch which featured on Instagram’s new platform called IGTV via Akshay Kumar’s profile which has a 19M + following.

On YouTube, the trailer received huge appreciation and trended at No.1 position in India within 6 hours of it's launch and later trended across 7 more countries like Canada, UAE, Qatar, Bahrain, Oman, Nepal, & Pakistan which has a significant Indian population.

Twitter got #GoldTrailer trending at the top spot in India. Twitter moments was used to stitch together the reactions and appreciations flowing in from fans, trade and celebrities. The hashtag went on to trend Worldwide for a substantial time making it reach an even wider audience.

Apart from social media, the trailer was also pushed on other digital platforms such as the Jio App which reached out to a base of  27 million subscribers. The trailer was simultaneously launched on Idea's video platform - IDEA Movies making it not only a social media phenomenon but also digital phenomenon.

With the help of so many activations for the trailer, GOLD got 15M+ views on Youtube and 10M + views on Facebook within a day.

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This successful launch was achieved with the collaboration of Excel Entertainment with their Digital Partner Digi Osmosis.

Manish Kumar, CEO of Digi Osmosis speaking about their latest project GOLD said, "When you get a movie like GOLD, there's only so much we can do using social media to promote it because of being restricted by the platform's features, but today we live in a digital world and not a social media world, and that's the reason we don't want to hold back in any way by limiting ourselves only to social media. We are aiming to break digital barriers and crossing boundaries to make this movie as big as possible."