Campaign Reviews

Tumhari Sulu takes an agile movie marketing route on social media

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Sarmistha Neogy
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Tumhari Sulu movie marketing

Social Samosa takes a look at Tumhari Sulu's movie marketing strategy on social media.

Vidya Balan starrer Tumhari Sulu hits the screens today. The excitement of watching the National Award winning actress after a long time on big screen was at its peak, ever since the launch of it's first trailer two months ago.

Tumhari Sulu is a story of a suburban Mumbai housewife, who loves listening to the radio and taking part in contests. It is how one day she ends up winning a pressure cooker through a radio contest and her trip to the radio station, lands her the job of a RJ. The movie revolves around it. The trailer has garnered more than 8 million views on social media.

The film has taken a very interesting content marketing route by tying up with online channels and since the film is about the life of an RJ, they have partnered with a number of radio channels as well. The endorsements received from celebrities online, have further helped in creating more positive conversations around the movie.

Social Samosa takes a look at Tumhari Sulu's social media strategy.

Content tie-ups

Tumhari Sulu has tied up with content platforms such as MissMalini, Arre, Buzzfeed to create fun content for the online audience. A lot of radio channels from Red FM and Radio City have have also done special interviews with Vidya Balan and they are also promoting it on their social media channels.

MissMalini

BuzzFeed:

Arre

Paytm:

Radio city:

Red FM:

Bollywood Hungama

Witty engagement tactic

Vidya Balan has been very active on Twitter, from sharing pictures of the film promotions to constantly reminding the audience of the launch date, Tumhari Sulu has made good use of social media platforms to create curiosity.

Celebrity endoresements

Celebrities shared their excitement and gave a positive response based on the special screening which was done for them.

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It will be interesting to see, how Tumhari Sulu fares at Box office and if the online content marketing route attracts the audience to the theaters.

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