URI makers' fitting anti-piracy reply: Movie marketing done right?

Sneha Yadav
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Uri anti-piracy video

The makers of Uri: The Surgical Strike have taken upon themselves to combat piracy by creating a hard-hitting video in a bid to get the moment marketed right.

Picture Dekhiye, garv se, theatre Me Jakar, Chori Chipe Illegal Download Karke Nahi’ - is a message from Team Uri- The Surgical Strike to all the ‘torrent bhakts’ who are least interested in taking that extra effort of walking down to the cinema hall and watch the movie ‘Kyunki Torrent pe sab milta hai’.

‘Piracy’  has been plaguing the entertainment industry since ages and it is no news. Keeping the threat in mind, five days post its release, the makers of Uri- the Surgical Strike starring Vicky Kaushal, Yami Gautam created and planted a video where the stars urged fans to go and watch the movie with pride in theatres and avoid downloading it illegally. More than a marketing gimmick the urge seems like an emotion expressed by the creators and the actors who endeavored to make it larger-than-life and the success.

It all started when one of a million netizens who, much in excitement, downloaded a 3.8 GB torrent file of Uri to watch it at the comfort of their home. In return what they get is an actual pirated footage of the movie where the cast is seen discussing a plan to counter the prime target displayed on the projector.

Amidst all this, Vicky faces the camera and addresses the viewers by revealing the actual video motive. He along with the other cast discourage the audiences from downloading the pirated version of the film and watch it in the theaters as it narrates the story of pride of the nation and Indian army. The video has been planted by the team spreading the message for anti-piracy ending it with the film’s tagline-

‘Yeh naya hindustan hai, ye ghar me ghusega bhi aur marega bhi.’

Also Read: Accidental Content Marketing Calendar or fortunate love from filmmakers?

Garnering 7k shares and 5.7k reactions the video has been under the spotlight on Facebook and a few others are making sure that the word reaches the right ears, also applauding the team effort.

Since the announcement of the film, there has been a constant buzz on the internet with people highly appreciating the topic of the film, based on true events.

While the high spirits of patriotism sparked by the movie are still on, it has added yet another much-talked-about topic-  Piracy. According to the Irdeto Global Consumer Piracy Threat Report 2018, India is one of the top five countries with the highest peer-to-peer (P2P) downloads taking place. Close to 965 million P2P downloads took place between January 2017 and May 2018. The Indian film industry loses around Rs. 18000 crores ($2.7 billion) and over 60,000 jobs every year because of piracy, as per Business Economics report.

Amidst all this, it makes sense for the creators to join the anti-piracy bandwagon and add an out-and-about subject for the country to tackle in - the result? The world is already about it. Thanks to the Digitalverse adding spark to the Moment marketing tactics.

While Uri stands strong both on the box office and it’s marketing agenda to take ahead the communication even after it’s release, the timing of all the buzz around the film’s subject has been questioned keeping in mind the 2019 elections and Brand Modi in the remaking. Rest on the reader to interpret!

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