A box office blockbuster,Tiger Zinda Hai misses the digital mark

Sarmistha Neogy
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Tiger Zinda Hai Movie Marketing

Social Samosa takes a look at Tiger Zinda Hai Movie Marketing - a fickle attempt to translate Salman Khan's fan following into a social media success

Timed around the festive Christmas fervour, Salman Khan's biggest release of the year Tiger Zinda Hai has hit the screens. The action-thriller movie, starring Khan and Katrina Kaif, is the second in the franchise after 2012 Ek Tha Tiger and the second installment of Tiger film series.

Much before the release of the movie, social media has been buzzing with noise around it. Considering how most Bollywood movies are relying heavily on digital, be it through content marketing tie-ups or interesting activities, Tiger Zinda Hai hasn't done much of it. Last week, we saw Fukrey Returns with a strong digital promotional line-up to market the movie.

Tiger Zinda Hai has released a Twitter emoji and and with the help of celebrities and online influencers, it is creating noise. Their official Twitter handle @TigerZindaHai has been sharing all news related to the movie and creating excitement among their fans.

Social Samosa takes a look at some of the digital initiatives by Tiger Zinda Hain to create noise before its release.

Trailer launch

The first trailer of the movie released last month and has clocked more than 57 million views till now. The hit song 'Swag se swagat Karo' on YouTube has garnered more than 123 million views.

Twitter emoji

@TigerZindaHain is the official page for the movie and is being handled by yrf. A Twitter emoji of the actor was also rolled out few days back and appears whenever fans use the hashtag #TigerZindaHain or #SwagSeSwagat.



yrf Music ran contests online to engage with the fans and they stood a chance to win attractive goody bags.


Brands like Paytm, BookMyShow informed the audience about the ease of getting tickets. TV Channels on the other hand created online buzz when the actors came to one of their shows for the film promotions.

Celebrity Endorsements

Celebrities and online influencers created noise and excitement before the release of the movie.

Considering the huge fan following Salman Khan has, the need to rely heavily on digital to market the movie is also low. Having said that, it will be interesting to see, if Salman Khan's immense fan following alone can actually translate to good numbers at the Box office, which has been happening over the weekend.

— taran adarsh (@taran_adarsh) December 24, 2017

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