Shemaroo’s #RangDeRetro leverages Holi fervor

Brand

Shemaroo Entertainment

The black and white classics of bioscope have nestled an eternal sweet spot in the hearts of cinema lovers. Though their beauty lies in originality, the brand tried to re-create the magic by adding some colors this Holi.

Objective

As the brand wonders how would the retro content look in colored, the brand added color to some classics. With the motive to celebrate the festival of holi and create brand engagement, Shemaroo produced colored images as a gift to their viewers and Bollywood lovers.

Execution

The brand selected some of the top Bollywood stars from the retro era; names like Dilip Kumar and Vyjayanthimala, Raj Kapoor and Nargis, Madhubala, Nutan, Dev Anand and Nanda and then added colours to these iconic black and white stills. From years now, users have only seen these images in black and white but they now transformed these images into colour from their internal team.

Madhubala #RangDeRetroThis Holi let’s add color to the venus of Indian cinema – Madhubala only on #RangDeRetro

Posted by Shemaroo Entertainment Ltd. on Wednesday, March 23, 2016

Dev Anand & NandaThis Holi Shemaroo presents #RangDeRetro where we add colour to the iconic B/W era. Here’s king of romance #Devanand along with Nanda.

Posted by Shemaroo Entertainment Ltd. on Monday, March 21, 2016

The transition from black and white to colour was shown in popular GIF formats and short videos with the holi splash wishing everyone a Happy Holi. With this, they also shared an album of the original black and white stills giving users a chance to colour them and win gratifications in the #RangDeRetro contest.

#Shemaroo celebrates this #Holi by adding colours to the classic black and white movies. #RangDeRetro

Posted by Shemaroo Entertainment Ltd. on Sunday, March 20, 2016

 

Results

The campaign spread immediately on social media with the #RangDeRetro videos and GIF being shared, retweeted and liked by multiple users through their social media handles by Bollywood enthusiasts. The campaign reached over 4 lakh users throughout, managed to create over 1.5 million organic impressions and the contest #RangDeRetro received a total of 242 entries.

The campaign managed to take users down the memory lane by sharing images of Bollywood classics with a spin of colours.

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