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As the question looms large that whether the Indian audience will go back to movie theatres, the Roohi marketing strategy leaves no stones unturned and bets high on the element of spook and thrill.
As the Indian Government allows 100% occupancy at movie theatres, Roohi hits the silver screen, a theater-release after almost a year with a full-throttle marketing strategy.
Produced by Dinesh Vijan under the banner of Maddocks Films and Jio Studios, Roohi is helmed by Janhvi Kapoor, Rajkummar Rao, and Varun Sharma as the lead ensemble.
At a time when the audience has been attuned to digital content owing to the pandemic, social media plays a crucial part in the Roohi marketing strategy, led by its digital agency, White Rivers Media. With Janhvi as Roohi, all set to spook and take the viewers on a comic ride, we take a look at its marketing tactics.
Teaser: 'Mard Ko Zyada Dard Hoga'
The marketing strategy for the movie drives the themes of βBhootiya Weddingβ and the return of the Magic of Cinema; Roohi movie marketing commenced with the release of movie teasers and formal announcements, capped with the tagline of βIss Baar Mard Ko Zyada Dard Hogaβ.
Get ready to relive the magic of cinema with #Roohi! β¨
β Maddockfilms (@MaddockFilms) March 7, 2021
Film releases on #Thursday, 11th March, 2021.
Advance booking now open!https://t.co/8yldKuq0lOhttps://t.co/sHFWeyVdB1 pic.twitter.com/sLAeS0wKUO
Official TrailerΒ
This was followed by the release of the official trailer, sharing glimpses of the Spooky Love Triangle.
Song Releases, Contests & Challenges
A gap of 365 days and the return of Cinema had to be doled out with a generous amount of Bollywood music composed by Sachin-Jigar under the label of Sony Music India. Roohi Movie Marketing leveraged the musicality of the duo and the talented star cast to bring forth the much-used song challenges.
#PanghatChallenge
Leveraging the hook-step of the song, this challenge urged the viewers to recreate the step for the Panghat song. The major hashtags used were- #Panghat and #PanghatChallenge.
#NadiyorPaar
The recreation of Shamurβs party song, βLet the music playβ, was leveraged across Instagram Reels and guess-the-song posts.
Guess the Song
Get groovy with the lyrical version of #NadiyonPaar β¨#Roohi releases on #Thursday, 11th March, 2021. pic.twitter.com/NWp5V7MnHW
β Maddockfilms (@MaddockFilms) March 7, 2021
Wait for it⦠Coz the complete song drops tomorrow.
β Varun Sharma (@varunsharma90) March 2, 2021
Visit https://t.co/LjVfCUwvkk to comment your guess and set a reminder for the exciting premiere.#Roohi in cinemas 11th March, 2021. pic.twitter.com/uaz5ShceGE
Only when sheβs sleeping, maybe? π»β€οΈ#RoohiTrailer out now: https://t.co/gZdfgKdSU8#Roohi in cinemas 11th March, 2021. pic.twitter.com/AsUdtBZi0u
β Maddockfilms (@MaddockFilms) February 18, 2021
Defining #NadiyonPaar
Definition done right! #NadiyonPaar now has an iconic meaning. Tune in: https://t.co/jCs62UtiTZ#Roohi @RajkummarRao #JanhviKapoor @varunsharma90 #DineshVijan #MrighdeepSinghLamba #HardikMehta #Shamur @Rashmeetmusic #IPSingh @Soulfulsachin @JIGARSARAIYA @maddockfilms @jiostudios pic.twitter.com/t7XYC1qg5g
β Sony Music India (@sonymusicindia) March 10, 2021
Kishton Release with βMake your own Shayari Contestβ
This initiative focused on popular dialogue snippets from the film and asked the audience to complete the dialogue, making their own βShayariβ.
Driving Engagement Through Spooks
#PalatChallenge
Leveraging the element of spook, movie marketers launched the #PalatChallenge on Instagram Reels. Based on a supposed horror-comedy moment from the movie, this campaign promotes the movie scene and aims to engage the audience through dynamic posts.
Instagram Filter
The movie marketers attempted to check all the tick boxes with the launch of Roohi Filters on Instagram and Facebook
Spooking your Saturday afternoon with our #Roohi Filter. Try it now: https://t.co/ppyepJMywD and https://t.co/m71O0VYdFC
β Jio Studios (@jiostudios) March 6, 2021
In theatres on #Thursday, 11th March, 2021. @RajkummarRao #JanhviKapoor @varunsharma90 #DineshVijan #MrighdeepSinghLamba #HardikMehta #GautamMehra pic.twitter.com/hq09aPbqSB
Also read: With language at heart Angrezi Medium Movie Marketing captures social media
Content Collaborations β Creators, Celebrities & Influencers
The marketing team did not leave any stone unturned to grab eyeballs and reach the maximum number of people. For this, they collaborated with dance influencers, YouTubers, and other content creators. Each of the content pieces had an element from the horror movie and Roohi a.k.a Janhvi trying to terrify the creators, keeping alive the terror, comedy, and fun.
Dance Heroes x Janhvi Kapoor
This series showcased Panghat as one of the prominent songs along with the lead character and the dance heroes. It used #ReelsWithRoohi as the primary hashtag.
#HorrorAct Awez Darbar x Roohi
Ashish Chanchlani ft. Chambdi Baba x Roohi
Abhishek Bachchan
Straight from the #Roohi screening for team #Dasvi, @juniorbachchan is super thrilled to be back in theatres!
β Maddockfilms (@MaddockFilms) March 9, 2021
Roohi releasing in cinema halls this #Thursday, 11th March 2021. 2 Days To Go!
Book your tickets in advance here: https://t.co/8yldKuq0lOhttps://t.co/sHFWeyVdB1 pic.twitter.com/gAwhDhRnR1
CTA, Countdowns & Relatable posts
Roohi marketing also involved a series of relatable posts, topicals, and countdown posts with relevant CTAs to watch the movie in the theatres.
#WeekendVibes
The #WeekendVibes post leveraged one of the film songs with neon colors to highlight the protagonist.
Weekend mood is to keep it LIT with #NadiyonPaar. Song out now: https://t.co/4eKHIiZhiK#Roohi in theatres on 3Thursday, 11th March, 2021. pic.twitter.com/sv3bPLVoOF
β Maddockfilms (@MaddockFilms) March 6, 2021
Special Effects: Spooktacular?
As a part of the tactics, this post aimed to amplify the Spooktacular impact with 3-D impact.
Cinemas are back with #Roohi!
β Maddockfilms (@MaddockFilms) March 9, 2021
Releasing only in theatres on 11th March 2021, #Thursday! 2 days to go.
Let's be careful and enjoy the movie. Wear your mask & Stay safe!π·
Book your tickets in advance here:https://t.co/8yldKuHBKohttps://t.co/sHFWezcOZB pic.twitter.com/WApcUCuMJS
Countdown Posts
Youβre invited to attend the biggest #Bhootiya wedding of the year 5 days to go!#Roohi coming to your nearest theatres on #Thursday, 11th March 2021. pic.twitter.com/1SIKhPfANw
β Maddockfilms (@MaddockFilms) March 6, 2021
Kattani has made a request that you cannot refuse. Come and watch #Roohi in just 3 days.
β Maddockfilms (@MaddockFilms) March 8, 2021
In theatres this #Thursday, 11th March, 2021. 3 days to go!
Book your tickets in advance here:https://t.co/8yldKuq0lOhttps://t.co/sHFWeyVdB1 pic.twitter.com/80RSEvDILo
Memes
With the rising popularity of memes, Roohi team made sure to share a consistent dose of topical memes to tickle the funny bones.
Choreos be like: Ye to apna waala gaana hai! #Panghat out now! Tune in: https://t.co/lMjNOV6kmW@RajkummarRao #JanhviKapoor @varunsharma90 @AseesKaur #DivyaKumar @SachinJigarLive @OfficialAMITABH @Laxman10072 @soulfulsachin @jigarsaraiya @jiostudios @MaddockFilms @Vijayganguly pic.twitter.com/MAYpmQ5tPd
β Sony Music India (@sonymusicindia) March 10, 2021
Promoting Theatres
Post a year's hiatus, Roohi also attempted to give a push to major Film Theatres to bring back the movie screening experience at places such as PVR Cinemas and INOX Movies.
Selfie π€³ toh banti hai! @RajkummarRao enjoys the screening of his upcoming film #Roohi at INOX Megaplex at Phoenix Palassio Mall Lucknow πΏπ₯.
β INOX Leisure Ltd. (@INOXMovies) March 10, 2021
So elated to welcome you all to your favourite #INOX π€©. #INOXLucknow pic.twitter.com/e2K4DY3e8v
PVR Cinemas went a step further and made an effort to engage the viewers to come back to Cinema halls with a contest campaign.
#ContestAlert
β P V R C i n e m a s (@_PVRCinemas) March 6, 2021
Attention, guys and gals.
If you answer this correctly, you will save #Roohi and stand a chance to watch #RoohiAtPVR before anyone else in advance screening on 10th March with Roohi cast. ππ₯
*T&C Apply#Contest #PVR pic.twitter.com/RqZvCRuYa8
To Sum it Up
Overall, the marketers seem to have ticked all the check-boxes for Roohi movie marketing strategy. With the audience acclimatized to viewing content at home, the makers try to make the prospect of watching this movie in theaters all the more appealing.