2.0, the most anticipated sequel to the magnum opus with state of the art VFX created first ever 3D teaser for the film, with a power-packed star cast of Rajnikanth and Akshay Kumar. This campaign activation covered pan India and involved genius execution to reach out to the audience. The journey of a consumer began from engaging in an online activity and walking into a theatre to witness the first ever 3D teaser. This activation resulted in a groundbreaking introduction of a campaign for the FIRST EVER PREMIERE OF A TEASER in theatres, to make the audience experience the grandeur of the teaser.
The first of its kind, a 3D teaser was premiered in multiplexes across the country. Partners like PVR Cinemas, SPI Cinemas, Book My Show and Paytm along with Dharma Productions and Lyca Productions, came on board to make the uniqueness of the 3D teaser even grander. Karan Johar, Owner Dharma Production, said, “So glad that the campaign for 2.0 has kick-started with a tremendous response to the teaser! Dharma has always believed in associations that bring not just new cinema but broaden the horizon of cinema-watching, globally. It is an honor to attach our names to not one but many national icons in one project. And our journey with Rajini sir and Akshay’s 2.0 has just begun,”
The campaign was kick-started by generating a toll-free number on which people could give a missed call to get their free ticket. Users only needed to carry a copy of this QR code on their phones and by simply presenting it at the theatres across 51 cities they would get to experience the teaser on the silver screen. The communication was pushed out by Akshay Kumar, Karan Johar and the others involved via their Social Media handles. The toll-free number received close to 1.25 lac calls from fans across the country.
Two of the biggest ticketing platforms Paytm and BookMyShow further pushed the tickets to all the movie goers in India who have already been using digital platform to book movie tickets. Madhur Deora, CFO & Senior Vice President - Paytm said, “2.0 looks like an absolute treat for fans. At Paytm Movies, we focus on using technology to bring best-in-class experiences for movie fans. We were glad that thousands of movie fans could enjoy the opportunity to watch the teaser live in 3D." Over 1 lac Paytm users requested for their free ticket by simply clicking on the link provided to them.
BookMyShow sent out a personal notification to over 4 lac prospective movie goers’ users through their app and website. Marzdi Kalianiwala, SVP- Marketing and Business Intelligence, BookMyShow said, “We are thrilled to partner with Lyca Productions and Dharma Productions to celebrate the teaser launch of one of the most awaited films this year- ‘2.0’. Through this association fans across the country were able to go to their nearest PVR and SPI cinemas to see the teaser of the Rajinikanth and Akshay Kumar starrer in 3D before everyone else. All they needed was a QR code which acted like their ticket. They got exclusive by visiting the BookMyShow website or app, our social media pages or by simply watching out for an e-mail from us.”
In this whole process of digitally activating the ticket for the teaser, the offline medium was given equal importance; print ads with the missed call number were released on the morning of the teaser launch to reach out to the people that may have missed out the online communication.
PVR Cinemas and SPI Cinemas made the experience of watching a 3D teaser on the silver screen a memorable one for the fans. Approximately 150 theatres premiered the 3D teaser across the country with a rattling number of close to 20,000 who came to witness this experience live. Mr. Gautam Dutta, CEO PVR Ltd, “It was a great opportunity that this association has resulted in us being able to reach out to our audience and help them experience the 2.0 teaser in 3D on our screens. Our great pan India reach has always been a plus point for all the movie lovers/goers and this first of its kind association has helped our fans experience our theatre screen even if they have never physically been inside before.”
For the first time in the history of Indian cinema, a 3D teaser was premiered in theatres with access to people from every part the country to witness it live. The people who came to the theaters were sent a link to review the teaser in order to capture the reactions in real time. Each and every fan that had showed interest by giving a missed call or engaging with Paytm and BookMyshow were sent a link to share with their friends and family who could not make it to the theatres. The review for the teaser received and average of 4.1 star rating (out of 5) by the audience.
The teaser was simultaneously released across multiple digital platforms with the aim to include all the people who could not make it to the theatres; the teaser was launched in Hindi, Tamil, and Telegu. The teaser undoubtedly went on to become the most viewed teaser for an Indian film ever across social media platforms like YouTube, Facebook, and Instagram with 32 million views across three languages, within 24 hours. The teaser continues to trend at #1 spot after 5 days of its release on YouTube.
Digi Osmosis was the digital agency on board for the execution of the teaser launch. Manish Kumar, CEO, Digi Osmosis spoke on the success of the launch, “ When I met the ace publicity designer Rahul Nanda, who is handling the entire marketing and publicity design mandate for the movie, his idea for this teaser launch convinced me that we should create an integrated launch plan with a 360 Degree approach. We collaborated with Rahul and other stakeholders of the movie to ensure the teaser was launched across platforms by combining a unique online meet offline approach.”