DIL DHADAKNE DO’s Digital Strategy

Cruising Along Social Media

A little bit about Dil Dhadakne Do (DDD)

It is a Bollywood movie directed by

Zoya Akthar (Luck by Chance,

Zindagi Na Milegi Dobara)

It releases on June 5, 2015

The movie’s star-studded cast includes:

Priyanka Chopra

Farhan Akthar

Anushka Sharma

Ranveer Singh

Shefali Shah

Anil Kapoor

What’s got people

talking about DDD?

If Zindagi Na Milegi Dobara

raised the bar when it came to

using social media as a means to

market a movie, DDD doesn’t just

raise the bar even higher, it sets

all new standards. Which other

movie has gone that extra mile,

and started its social media efforts

a whole year in advance, at full

steam?

Where all has the DDD

cruise sailed to market

itself across channels?

Photos of starring celebrities began featuring

on the movie’s Facebook page.

They were teasers of an unusual kind

Producer Ritesh Sidhwani updated a status that

was shared on the DDD Facebook page

on May 26, 2014

Pictures of locations where shooting took place,

pictures of the cast and crew lounging post shooting,

were shared, generating a lot of interest among fans.

DDD’s team also went the whole hog and

used the latest ‘BAE’ meme to connect

with younger audiences.

Cross-linking, but not in the direct sense.

On Facebook, the movie shared the tweets

of big names from the industry. Audiences

missing from Twitter got to see what the

rest of Bollywood had to say about DDD

Excel Entertainment has always had a very dedicated channel on

YouTube for all its movies and productions.

With DDD, it went all out, with a banner that changed almost every day,

in keeping with the anticipation levels.

2 dialogue promos were released once a week

The movie was promoted by

partners and sponsors such as

Zod Clubwear

Music partners T Series released short

videos of the songs in the movie

Priyanka Chopra was tireless in her efforts

to keep her Instagram account both

personalised as well as promotional.

The film put up real-time updates, including

everything from the cast having fun together

during lunch breaks, to their meeting with Milkha

Singh (set up Farhan Akthar). In 2 months, the

account had posted more than 150 photos on the

media tool.

The film came up with hashtags that weren’t just about the

film, but surrounding elements as well. There were contests

run around hashtags such as #PhirBhiYehZindagi (a song

from the movie), asking audiences questions.

These were retweeted and favourited extensively. Other

hashtags included, #2DaysForDDDTrailer,

#DilDhadakneDoWithHiFi and

#LeonardoSeDilDhadakneDo.

Although it was only a small part of their digital strategy, the Twitter account of DDD

fared well. The response (as seen above) was mellow, then picked up as the release date neared.

Dubsmash, a craze among the collective

youth of the nation (and incidentally,

the TG of the film itself), was used by

Ranveer Singh and Priyanka Chopra,

both cast members of the blockbuster.

Strategy: get fans to watch the

video, indirectly remind them that

their movie is forthcoming, thereby

reinforcing a desire to watch it.

@Pictures, which secured exclusive telecast

rights to the film, invited viewers to share

their fun and crazy family photos/videos via

Whatsapp. This was part of the movie’s

‘Crazy Family Contest’. Shortlisted winners,

@Pictures promised, would get to hang out

with the cast of the movie.

The efforts that have gone into the digital marketing process of DDD cannot be attributed to one person, team or channel

alone. It cannot be more evident that everyone has pulled their support for this movie, and harnessed the power of social media

perfectly.

The movie did something unusual by shifting focus constantly from the movie to the stars to their ‘behind-the-scenes’ goofiness.

The cherry on top, however, was use of Dubsmash to generate more buzz than ever, on social media.

THANK YOU