Case Study: Making Kabir Singh popular…

Kabir Singh marketing

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. 

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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.

#KabirSingh #BeLikeKabirSingh #BeAKabirSingh #KS #BeARebel #Beard #Beardo #BeardIndia #Bollywood #ShahidKapoor #KabirSinghTheMovie 🧔🏻 Kabir Singh Shahid KapoorP.C. Gaurav Prajapati

Posted by Yashish Patel on Thursday, 20 June 2019

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

View this post on Instagram

#Repost • @thescribbledstories Dear Kabir, I don’t know if I believe in love at first sight but I do believe in love now, that’s all I know. At times, it ravishes you with the best feelings of life and at others, it just lets you crumble into pieces until the other person comes back to hug you and stick all the broken pieces together. You always said there’s one person for everyone who gets most affected when the other is in trouble, we were that person for each other. Even then, destiny chose to part us away and we allowed it to. From seeing you every day to not seeing you any day thereafter, I used to revise moments where you kissed me beneath the night sky and counted me as the moon every time you counted the stars. Was our love really a trap of a deadline or we just forgot that it wasn’t a deal of terms and conditions. How could we let society and life part us, weren’t we so much stronger than that? We wish happiness for people who we love but we could never be happy without each other. And so, we bled but we didn’t let each other know. You covered it up with alcohol and drugs, I covered it with anonymity and loneliness. Yes, you were right, the whole world abandoned me after you left. You were my only person, my only world. I had stepped into believing that we might never step onto the same grass again but life played it the right way again. After all the pain, you came again. As my eyes rested on you again, my gaze negotiated with my eyes to blink. It reminded me of the first day at college, where your eyes continued to rest on me. And so, I lived again, and this time I’m going to hold it forever. Though you took my breath away, it feels like I started breathing again. I love you, and will always do. No matter how hard it is to say it, I will because we get to live only once and maybe to love too. Yours and only yours, Preeti ___ Open Letter by us for Kabir Singh | The Scribbled Stories ___ They say, in love, you either lose yourself or find a better version of yourself. @shahidkapoor @kiaraaliaadvani @sandeepreddy.vanga @its_bhushankumar @muradkhetani #KrishanKumar @ashwinvarde @santha_dop @filmykothari @tseries.official @kabirsinghmo

A post shared by Kabir Singh (@kabirsinghmovie) on

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.


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