Bhoomi is the Indian action thriller that marks Bollywood’s Baba’s a.k.a Sanjay Dutt’s return to films after a span of over 3 years.
Being big itself, we launched a campaign called #BabaIsBack on the 28th of July, starting at 11:30 AM. We got customized black tees made with ‘Baba Is Back’ printed on the front & ‘Bhoomi’ on the back. Omung Kumar, director and co-producer of the film, kick-started the campaign by posting his picture in a ‘Baba Is Back’ t-shirt and sharing his love for Sanjay Dutt.
Post that, wishes from people across the nation started flooding in and fans shared their excitement about his comeback. Starting from kids and street vendors to autowallas, people of all age groups joined us in the activity.
Next day, the 29th of July was Sanjay Dutt’s birthday, which marked the launch of Bhoomi’s first official poster with a raw, rugged, blood-soaked Sanjay Dutt. The poster was launched by Taran Adarsh, followed by Omung Kumar at 11:30 AM. Not only fans, but also some of the well-known people from the entertainment industry, including Anupam Kher, Ritesh Deshmukh, Dia Mirza, Daisy Shah, Suvreen Chawla and Karan V Grover have shown their excitement towards the movie by sharing the poster on Twitter. After the poster launch, Bhoomi’s cast, crew, fans, and various celebrities shared videos wishing Sanjay Dutt, a happy birthday!
We received a lot of appreciation from the audience for the poster of Bhoomi who is now eagerly waiting for the movie’s trailer. We used the hashtag #BabaIsBack, which garnered a potential reach of 54 million with an overwhelming response from Sanjay Dutt’s fans and the film fraternity. The hashtag used to promote the official poster was #Bhoomi. It garnered a potential reach of 36.8 million and trended on Twitter for over 5 hours.
The poster got picked up by 100 online portals including TOI, Yahoo, Mumbai Mirror, Indian Express, Hindustan Times to name a few.
Bhoomi is a movie that will definitely shake the bhoomi we stand on. Kudos to Baba!