Case Study: Making Kabir Singh popular...

This Kabir Singh marketing case study explores how the movie used social media to popularize the movie, pushing it to go beyond the success of predecessor, Arjun Reddy.

Summary - Kabir Singh Marketing Case Study

An unprecedented buzz was generated around the movie as the Kabir Singh marketing strategy was created keeping digital at the core by its agency, Everymedia Technologies Private Limited. The remake of a classic from filmmaker Sandeep Reddy Vanga. The movie was expected and devised to be bigger and better than its predecessors, using the power of social media.

Objective

Create a campaign and connect the story around the central character with the audience much before the release. The communication was around - Everyone has been in love once in their lifetime and fallen apart.

The idea was to create a conversation around Kabir Singh – A Rebel with a cause, whose love has no limits.

Execution

The digital campaign took the lead with the release of the silhouette poster of Kabir Singh, followed by the teaser launch the next day. 

Also read: Case Study: How Tropicana Slice reached to 19 million Instagrammers this Ramadan

The teaser had created excitement for the trailer launch and fans were asked to participate in the #BeAKabirSingh contest in which they were asked to recreate their favorite scene from the teaser to be a part of the trailer launch activity.

Minimalistic Posters

A series of minimalist posters were created which served as the countdown for the trailer launch. Key industry people were invited through an interactive physical invite which garnered praises, attention, and conversations right before the launch.

On the day of the trailer launch, fans from different cities and states were invited for the event, along with the media. Kabir Singh T-shirts, mask and stethoscope were circulated among them which created a photo-opportunity too.

Association with PVR Cinemas

Kabir Singh’s team tied up with PVR Cinemas to create a unique experience for people. The first Bollywood film to have its very own theatre, that was renamed as Kabir Singh ka theatre. This activity was carried across 15 theatres in 15 cities of India.

Bekhayali Covers

The makers released the much-awaited song, ‘Bekhayali’ and it became a rage. An activity, post the song launch was conducted where audiences had to share covers of the song. The entire activity received more than 1000 entries inclusive of all platforms.

Kabir Singh Live

Another interesting aspect of the campaign was Kabir Singh Live. A road trip from Mumbai to Pune was planned with a branded Kabir Singh bus and media persons were invited to witness a live concert with performances from the singers and appearances by the lead actors.

Kabir Singh AR Filter

During the last leg of the marketing campaign, the AR Filter was launched which gave the audience a chance to become like Kabir Singh. The filter had four variants – beard, sunglasses, background, and stethoscope. Towards the release week, the team associated with The Scribbled Stories.

Partnership With The Scribbled Stories

Results

Kabir Singh's trailer became the sixth most shared Bollywood film trailer on Facebook for 2019 with a total share count of 86 Million views in three months. The trailer garnered more than 20 million views within 24 hours.  #KabirSinghTrailer trended on YouTube for four days and the official film handles have crossed more than 63.3K on Instagram.

On Twitter, #KabirSinghTrailer was trending for 6 hours in India and it trended in Mumbai for more than 10 hours. The movie opened at INR 20.21 crores and the grossed over INR 42.92 crores over the first weekend.