Bollywood has been constantly exploring new avenues for marketing their movies, be it through social media, mobile apps or innovative partnerships. We have been witnessing a similar trend this season as well and 2 States, the Bollywood adaptation of the Chetan Bhagat bestseller, was no different in this regard. Infact, it went 2 steps further with its crew and cast taking promotions to new levels on Social Media. Besides the normal fan pages on Twitter and Facebook , Alia Bhat and Chetan Bhagat (both Twitter celebs) used their mass appeal on Twitter to promote the movie – from the release of the trailers and songs to rebranding the book itself.
With all the build up around the movie, it was almost certain to hit the bull’s eye at the box office and a lot of brands would have realized that. Which leads us to another aspect of promotions – Product Placement. HUL’s Sunsilk and Yes Bank were more than visible during the movie. And brands like Maybelline, Garnier, Mad over Donuts also tried to ride the 2 states wave by launching campaigns around the movie and the star cast.
Did it succeed? Germin8 did some social media listening around the movie and the analysis is presented in the following Infographic. The movie definitely looks like a hit at the Box office and Alia seems to have taken the cake for its success as she was the most discussed name associated with the movie on Social Media. But, in my opinion, the brands would have wanted to see much more conversations around them on Social media.