As part of the buildup for launching the October trailer, we decided to highlight how ‘October’ is a story that is very different from a normal love story. We did this by launching a set of special videos on Instagram.

Following this, we launched a digital activity, asking people to share their love story. 50 participants with the best entries across the social media platforms were invited for the trailer launch event held at PVR Juhu. Here, the winners got to watch the trailer with talent and media. This activity furthered the buzz for the trailer launch.

The main trailer launch event was one-of-a-kind. It involved a Twitter periscope live by Varun Dhawan making his way to the PVR cinemas all the way from his home. Through this event, the actor reached out to his fans available at the event for one-on-one selfies and quick talks. Media and industry stalwarts also paid a visit to this extraordinary event.

Finally, the trailer was launched on 12th March 2018 by the talent, the movie page, as well as Shoojit Sircar. It garnered around 2.2 million views on Facebook and 17.5 million views on YouTube in 48 hours. The trailer video has hit more than 23.7 million views on YouTube.

Launched on 19th March 2018 by the talent, movie page handles and Zee Music Company, the tune has hit 6.3 million views, which, let’s admit it, is grand!

Launched on 21st March 2018, Theher Ja attracted over 7 million views within 24 hours, and the current view count stands at around 16 million.

For this song, the buildup was initiated by the talent and cast while Armaan Malik did an Instagram live. Immediately after the release of the song, Armaan Malik went live on Facebook from the FB office.

We also launched an activity, asking people to send in their cover of the song. We received 40 genuine entries for this activity. The 10 lucky winners got a gratification that involved a surprise recognition by Varun Dhawan on social media handles.

Another major release was the ‘Tab Bhi Tu’ song. A song depicting the pain of longing, separation and poignancy, it reached out to a lot of people. Launched on 28th March 2018, this track got over 6 million views in 24 hours on YouTube.