Why Bauua Singh's marketing strategy is anything but Zero...

Sneha Yadav
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Zero marketing strategy

Time and again Shah Rukh Khan has been touted a better marketer than an actor. If reports are to believed, SRK started the marketing campaign for Ra.One 200 days prior to the release! With Zero's Marketing Strategy too, the actor and the makers do not disappoint.

Thank You bol rahe hai- Volume badha lo- says Bauua Singh to you. The character from Anand.L.Rai’s Zero has been living its life to the fullest on Twitter and is inviting fans to share their pictures with him only to get a customized digital photo of them with Bauua.

15.6 million Instagrammers along with 37 million twitterati would know each and every movement of Bauua Singh and what is he up to right now. From congratulating ISRO to commenting on Virat Kohli’s photo, Bauua has been promoting his film in every possible way by connecting these moments with one from the movie and himself.  

Hitting the silver screen today, Zero starring Shah Rukh Khan, Katrina Kaif, and Anushka Sharma has been creating buzz since December 2017.

It all started as a Twitter conversation between Rai and SRK about the film’s title announcement. The Twitterverse was witness to this candid chat between the star and the director at 5 pm on January 1, 2017 while the name was announced. 

Right from announcing the teaser poster to releasing the film’s teaser video on Eid to SRK being SRK releasing the official trailer as a return gift for his fans on his birthday, Red Chillies Entertainment has left no stone unturned. Additionally, Team Zero has been creating conversations around the launch of songs, releasing behind the scene videos, using social media to create buzz. 

Also Read: 7 Movie Marketing trends that are re-shaping the industry

Launch of Bauua Ki Toli

The makers of ZERO announced the launch of a unique engagement program, called Bauua Ki Toli, where Bauua Singh’s fans got a chance to become his Khaasam Khaas by earning points.

bauua ki toli

Fans were able to win ZERO merchandise, personalized autographed posters, and a lot more cool stuff. Additionally, movie ticket cashbacks from Paytm and exciting Bauua merchandise were also made available. One had create a profile on the website, connect their Facebook and/or Twitter profiles, and interact on the Red Chillies Entertainment pages daily to earn more points. With each activity that fans complete, they get closer to Bauua Singh and stand a chance to meet the star cast of ZERO.  Launched ahead of ZERO’s release, the program aimed at bringing the fans of Shah Rukh Khan, Bauua Singh and ZERO together.

Association with Amazon's Alexa

Fans could listen to Bauua Singh’s voice all day long on their Amazon Echo smart speakers as well as other Alexa built-in devices such as Bose headphones. The movie claims it to be the first time where a Bollywood film developed an interactive Alexa skill as part of their promotional activities saying- Alexa, open Bauua from Zero.

Alexa 2

Using the ZERO movie skill, users are able to ask Alexa to talk to Bauua who narrates shayaris, life fundas, and jokes. Additionally, users could enjoy the trailer of ZERO, dialogues and Zero’s trivia. On doing this, some lucky fans won ZERO movie merchandise and a chance to meet the star cast of the film by recording a video or writing a shayari for Alexa in Bauua’s style and uploading it using #BauuaOnAlexaContest on social media.

TikTok’s #zerochallenge

TikTok and Red Chilies Entertainment collaborated to introduce a fan engagement activity.  Through this partnership, Red Chillies Entertainment released some of the dialogues and short video excerpts from the movie on its official TikTok handle as a part of the #zerochallenge.

The challenge, which is live on TikTok until 26th December, encourages users to share their creative talents in front of a global audience. Users with the most creative videos get a chance to win official merchandise of the movie. Ten winners with the most creative video submissions get a chance to meet the three superstars of the movie in person. TikTok users can also expect SRK to cheer them on during the course of the #zerochallenge with personalised videos on Red Chillies Entertainment’s official TikTok handle.

tik tok zero challenge

Snapchat Lens for a Movie

Zero Snapchat Lens is touted be an industry first in India and is focused on driving buzz and interest amongst mobile-first millennials in India for Zero. The Augmented Reality (AR) Lens allows Snapchatters to become the main character as Bauua Singh, and interact with the plot line of the movie. Snapchatters will be able to transform themselves into Bauua complete with garland and sunglasses and interact with the plotline of the movie.

zero snapchat filter

Also Read: Changing dynamics of Movie Marketing: Are digital efforts translating into in-theater leads

ARRived with AR Rahman

A subtle promotional activity was carried away when the Badshah of Bollywood appeared alongside AR Rahman in India’s first YouTube original ‘ARRived’. The anthem of the singing reality show was premiered recently on YouTube which will be co-judged by AR Rahman, Clinton Cerejo, Shaan and Vidya Vox.

Conversation with the stars

Bauua Singh's Twitter life has been active, keeping engagement around the movie active and on-going.

Zero is touted to be one of the most expensive SRK movies (production budget of INR 200 Crores). With an agile marketing approach, team Zero has been attempting to drive maximum footfalls to the theater.

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