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Tale of Sufiyum Sujatayum & Amazon Prime’s love for Aditi Rao Hydari

  • Samosa Snippets
Jul 15, 2020
Aditi Rao Hydari

We take a look at Amazon Prime’s marketing strategy for promoting Sufiyum Sujatayum, the first Malayalam movie to release on an OTT platform.

With the ongoing pandemic and the uncertainty over the re-opening of movie theatres in the country, several movies are being released on OTT platforms. Sufiyum Sujatayum (Malayalam) is the latest addition to the list of such firsts for Amazon Prime Video India, joining Ponmagal Vandhal (Tamil) and Gulabo Sitabo (Hindi).

Though they have deployed other social media movie marketing strategies as well, posts appreciating the beauty of Aditi Rao Hydari, the movie’s female lead, are the most prominent of all. Even in the case of other visual assets, the thumbnails mostly feature her.

#SufiyumSujatayumOnPrime is the main hashtag used to promote the film.

Love for Aditi

In an attempt to promote Sufiyum Sujatayum, Prime has concentrated a huge chunk of their efforts in sharing stills featuring Aditi Rao Hydari. The story revolves around her and so do the marketing efforts on social media. The OTT platform has been pretty much gushing over the actor’s appearance and beauty.

View this post on Instagram

we just sayin ? @aditiraohydari

A post shared by amazon prime video IN (@primevideoin) on Jul 14, 2020 at 7:57am PDT

View this post on Instagram

i think i might want to fall in love again ?

A post shared by amazon prime video IN (@primevideoin) on Jul 5, 2020 at 4:52am PDT

View this post on Instagram

?

A post shared by amazon prime video IN (@primevideoin) on Jul 6, 2020 at 8:31pm PDT

The couple

Since Sufiyum Sujatayum is primarily a love story, the lead couple is what the next set of promotional posts focussed on. Though the narrative talks about both Aditi and Dev Mohan, the actor who plays the male lead, love for former strikes a chord in these posts too.

View this post on Instagram

@aditiraohydari blessing our feed ? #SufiyumSujatayumOnPrime

A post shared by amazon prime video IN (@primevideoin) on Jul 3, 2020 at 10:14pm PDT

View this post on Instagram

can’t get over how their eyes speak more than words #SufiyumSujatayumOnPrime

A post shared by amazon prime video IN (@primevideoin) on Jun 30, 2020 at 5:49am PDT

View this post on Instagram

What you see here is a spark of love! ✨ Watch #SufiyumSujatayumOnPrime now: link in bio. @actor_jayasurya @aditiraohydari @actor_vijaybabu @naranipuzhashanavas @actor.sidhique @hareeshkanaranofficial @devmohanofficial #FridayFilmHouse @mjayachandranmusiczone

A post shared by amazon prime video IN (@primevideoin) on Jul 2, 2020 at 11:30am PDT

Also Read: Marketing a debut series: Anushka Sharma way of Paatal Lok promotions

Involving Audiences

Given the current scenarios, offline meet and greets at theatres and other public events for movie promotions aren’t possible. So, the team executed the next best option of replicating the experience virtually. First, the lead star cast extended invites to fans and later, a screenshot of the meet was shared by Prime.

Want to chat with the team?

Click to register: https://t.co/JkWNxfdlhZ 

#SufiyumSujatayumOnPrime World Premiere on July 3!@actor_jayasurya @aditiraohydari @VijaybabuFFH #NaranipuzhaShanavas #Sidhique @Hareeshkanaran @actordevmohan #FridayFilmHouse @mjayachandran pic.twitter.com/nWTyrQbmE8

— amazon prime video IN (@PrimeVideoIN) July 1, 2020
View this post on Instagram

Happy faces after a happy meet! ✨ Watch #SufiyumSujatayumOnPrime now: link in bio. @actor_jayasurya @aditiraohydari @actor_vijaybabu @devmohanofficial #FridayFilmHouse

A post shared by amazon prime video IN (@primevideoin) on Jul 3, 2020 at 2:30am PDT

The team

In two instances, to announce the film’s release and to depict the #FirstDayFirstStream excitement, the entire team was brought together, virtually. These promotional posts featured Aditi, Jayasurya, Vijay Babu, Dev Mohan and others.

Who's joining @actor_jayasurya @aditiraohydari @VijaybabuFFH? ❤️#FirstDayFirstStream: https://t.co/Lp9Ofd6FNg #SufiyumSujatayumOnPrime pic.twitter.com/SyXPuyxYZI

— amazon prime video IN (@PrimeVideoIN) July 3, 2020
View this post on Instagram

The team has spoken…or rather written! Watch #SufiyumSujatayumOnPrime now: link in [email protected]_jayasurya @aditiraohydari @actor_vijaybabu @naranipuzhashanavas @actor.sidhique @hareeshkanaranofficial @devmohanofficial #FridayFilmHouse @mjayachandranmusiczone

A post shared by amazon prime video IN (@primevideoin) on Jul 3, 2020 at 4:39am PDT

Trailer and reviews

To promote Sufiyam Sujatayum, Prime also shared the poster and trailer of the film and reviews by social media users as well as publications.

Experience the different shades of love, in the world premiere of #SufiyumSujatayumOnPrime. Coming Soon! #WorldPremiereOnPrime @VijaybabuFFh @Actor_Jayasurya @aditiraohydari @NaranipuzhaS pic.twitter.com/EOvTx2MQEp

— amazon prime video IN (@PrimeVideoIN) May 15, 2020
View this post on Instagram

Will true love prevail over everything else? Trailer out now! Catch #SufiyumSujatayumOnPrime on July 3 for its World Premiere. @actor_jayasurya @aditiraohydari @actor_vijaybabu @naranipuzhashanavas @actor.sidhique @hareeshkanaranofficial @devmohanofficial #FridayFilmHouse @mjayachandranmusiczone

A post shared by amazon prime video IN (@primevideoin) on Jun 24, 2020 at 10:31pm PDT

View this post on Instagram

thank you all for the pouring love ? #SufiyumSujatayumOnPrime

A post shared by amazon prime video IN (@primevideoin) on Jul 4, 2020 at 2:40am PDT

View this post on Instagram

This story has stolen hearts already! Watch #SufiyumSujatayumOnPrime now: link in bio. @actor_jayasurya @aditiraohydari @actor_vijaybabu @naranipuzhashanavas @actor.sidhique @hareeshkanaranofficial @devmohanofficial #FridayFilmHouse @mjayachandranmusiczone

A post shared by amazon prime video IN (@primevideoin) on Jul 4, 2020 at 2:30am PDT

Promoting a movie by only digital means and co-ordinating all efforts virtually is no easy feat. Though a lot has changed under the lockdown, the strategy of leveraging the lead actor for marketing efforts is a constant that the new normal has borrowed from old times.

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Jagruti Verma
Jagruti is a mass media student in search for all things perfect. A lover of stories, book worlds and signs, she can find magic in almost everything she sees, reads and writes.

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