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Movie Marketing

Bad Newz banks on Tauba Tauba and trending reels for its marketing

The Bad Newz movie marketing was backed by Vicky Kaushal’s love for music, the tour through the local flavours of Indian cities and towns and highlighting the leads’ fun chemistry.

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Pranali Tawte
New Update
Bad Newz

Actor, producer, writer, lyricist, and director Anand Tiwari's comedy movie 'Bad Newz' hit theaters on July 19, offering a blend of humor and chaos. From the makers of 'Good Newz,' this film features an all-star cast including Vicky Kaushal, Triptii Dimri, Ammy Virk, Neha Dhupia, Sheeba Chaddha, and Ananya Panday.

The story follows Saloni Bagga (Triptii Dimri) who finds herself in a rare situation of heteropaternal superfecundation, resulting in twins fathered by two different men. Akhil Chadha (Vicky Kaushal) and Gurbir Pannu (Ammy Virk) both end up as fathers-to-be, leading to a series of comedic events.

The cast recently posted a parody TikTok video titled ‘Multiverse of Kalesh,’ featuring Vicky Kaushal and Ammy Virk. The video, conceptualised by the creative agency One Hand Clap, plays on the humorous tone of the film.

During the three-week-long promotion tour for ‘Bad Newz,’ Vicky Kaushal’s dance moves to Tauba Tauba's beats became the focal point of the marketing campaign. This was combined with the movie leads’ promotional efforts, capturing the audience's attention in different cities.

The agency TheSmallBigIdea (TSBI) handles the social media marketing mandate for Dharma Productions' Bad Newz.

The background score of the teaser has a remake of the classic song — ‘Mere Mehboob Mere Sanam’ which further created anticipation among the audience. he lead actors have also created reels around this song, adding to the excitement.

Virality and trends

The promotion for ‘Bad Newz’ began with the lead actors generating buzz for the trailer launch. On June 24, they posted a reel on social media, joining a viral Instagram trend and announcing the upcoming trailer.

A CGI video showcased the crux of the film nudging the audience to book their tickets. 

Vicky Kaushal was seen in various types of reels which were once a trend on Instagram.

Building up to the trailer

After joining on various trends for trailer launch, the excitement continued with the release of movie posters on June 25, giving fans a sneak peek into the film's vibe.

To further build anticipation, the cast posted a fun challenge, asking the audience to guess the trailer launch time with some hints.

Finally, the trailer premiered on June 28 and has since garnered over 36 million views as of July 19.

Reelification of song and influencer collaborations

Adding to the film's appeal is the viral hit song ‘Tauba Tauba,’ featuring Vicky Kaushal's dance performance. 

The song premiered on July 2 and has 7,71,58,292 views  as of July 19. It is also  #1 on Trending for music.

As the film's song gained traction, 'Paper Cut Stop Motion’ format was used to showcase that the song was going viral across the globe. 

The song generated significant buzz on social media. The catchy tune also spurred engagement from fans contributing to the film's online presence with 1.8 million reels on the song.

Vicky Kaushal's active engagement with the content, including interactions with influencers, has further amplified the movie's visibility. Influencer collaborations have played a significant role in the marketing of the movie. Content creators and influencers have participated in the promotion, further extending the film's reach, engaging a diverse audience.

Vicky Kaushal was also seen commenting on the reels of content creators and influencers appreciating their efforts.

Manish Solanki, COO and co-founder, TheSmallBigIdea, said, "Collaborating with various partners to motor the viral spread of the song ‘Tauba Tauba’ on Instagram has increased the movies visibility (globally) & helped set the tone of the film - digressing from the scepticism of the concept the movie brings (i.e. Heteropaternal Superfecundation’) to successfully redirecting the audiences to a more light-hearted and fun perception of the movie. The first step to a movie’s success is ‘awareness’ around it & we think that ‘Tauba Tauba’ has garnered that extremely well for Dharma Productions."

Vicky Kaushal was also seen on 'Tanmay Bhat Reacts', 'Filtercopy', 'The Bombay Journey, and 'Figuring out with Raj Shamani'.

Apart from the influencer collaborations, the cast partook in the engagement by showcasing their cheeky side and appeared on the OTT show Big Boss.  

On ground meet and greet

The cast has been involved in various promotional events, including mall visits and appearances in cities like Pune, Delhi, Chandigarh, Jaipur, and Ahmedabad, Lucknow and more.

Solanki said, "We aimed to ensure that every strategy during each phase of this campaign resonated with viewers and aligned seamlessly with the film’s theme. Overall, for Bad Newz, our integrated approach at TSBI combined innovative digital tactics with audience engagement to set off a chain reaction that we are hoping will translate into box office success."

Ultimately, the larger goal was to promote the movie and the chemistry of the lead actors with one another which was what the 'Bad Newz' movie marketing strategy relied on.

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