Will Fukrey Returns' digital marketing score at Box office?

Sarmistha Neogy
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Fukrey Returns' digital marketing

Social Samosa takes a look at Fukrey Returns' digital marketing strategy - right from the launch of it's trailer to its release today.

The 2013 comedy film Fukrey is back with its sequel titled 'Fukrey Returns' and it has hit the screens today.

The movie starring Pulkit Samrat, Varun Sharma , Ali Fazal, Manjot Singh and Richa Chadda takes a very interesting digital marketing route. From actively promoting the trailers online, to releasing a series of pre-roll ads, tying up with comedians and doing quirky film promotions, Fukrey Returns has got their social media plan well in place.

Social Samosa takes a look at Fukrey Returns' digital marketing strategy - right from the launch of it's trailer to its release today.


Before the trailer of the movie was released, there were interesting teasers on social media. The first trailer of Fukrey Returns has till now garnered more than 14 million views.

Fukrey Commercials

A series of 'skippable' YouTube pre-roll ads were also released as part of the digital marketing strategy of Fukrey Returns. The skippable campaign has been curated by the movie's production unit Excel Entertainment and Trigger Happy. Rest of the digital activations were handled by Thought Pot Media and Excel Entertainment.

Quirky Facebook activities

Facebook Filters were also launched to promote the movie. Before the release of any song, active promotions were done online to create maximum noise.

Similar face filters were also launched on mobile chat app, Hike.


Before the cast went to any particular city for the promotion, Facebook and Twitter activities were done to keep the audience updated.


Brands too have managed to hop on the Fukrey Returns fervor with integrations which are being well marketed across social media.  According to reports, the movie has joined hands with almost nine brands.  Hike Messenger has created special stickers around the characters in the movie. Some of the other brands associated with the movie are Amazon Prime Video, Shopper Stop, Paytm and BookMyShow.

Tie-ups with stand up comedians

Fukrey Returns did a smart job of tying up with YouTube channels of comedians like BB KI Vines and Ashish Chanchlani ki vines.

Fukrey Returns- belonging to the comedy genre, has made smart brand integrations and apt tie-ups with YouTube comedy channels, to create noise and draw eyeballs before the release of the movie. Even though the movie has made full use of a well strategized digital plan to promote the film, it will be interesting to see, if social media can actually help in translating good numbers at Box office.

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