Summary:

12th Fail is an inspiring true story of one man but is based on a million true stories. Highlighting the journey and the dreams of the common man. 12th Fail inspires, motivates and empowers. Based on that, the campaign of the film was divided into the following communications - Zero se kar restart and an inspirational story

Objective:

• To spread awareness about the real life challenges faced by UPSC aspirants

• Strategically launch the key assets of the film to create a long-lasting impact

• Activate various fan clubs for during the pre-release phase of each asset launch

• To increase the footfalls in the theatres

Result :

• To create buzz and awareness about the film’s upcoming release, a comprehensive marketing campaign was launched, which included various promotional activities across platforms keeping the above communication objective

• The campaign kicked off with the release of a motion poster that served as a build up to the trailer release the next day. This was a collaboration initiated by VCF to Zee+ SaReGaMa + VM. IG TW FB.
  764 Shares | 271515 Views | 19211 Likes | 65 Comments

• The trailer was released on 3rd October across IG TW FB YT Video . This was a collaboration initiated by Zee Studios to VCF + SaReGaMa & VM. The trailer featured the release date of the film and provided a sneak peek into the world of the film.
  8641 Shares | 10292437 Views (Excluding YT) | 40459 Likes | 330 Comments

• To enhance the film's credibility and perceived quality in the eyes of the audience a Media Review video creative was posted on 4th October IG TW FB featuring positive reviews from reputable sources

• To create a sense of excitement good fan review IG TW FB YT & to Dialogue Card IG TW FB on 5th October

• To provide the audience with an authentic glimpse into the real faces and genuine locations where the film was shot, we introduced a Behind-the-Scenes (BTS) unit IG FB followed by a media reviews carousel IG TW FB on 6th October

• On 7th October, to keep the audience engaged, we shared a carousel of still images from the trailer to encourage viewers to revisit and delve into essential trailer moments IG TW FB followed by a video compilation featuring YouTube reviewers discussing the film's trailer IG TW FB

• To create emphasis on the motivational and powerful dialogues from the film a reel was pushed on IG FB and a 2 Panel Static focused on ZeroSeKarRestart was posted on IG FB on 8th October

• On 9th October a new key poster was unveiled reinforcing the unwavering spirit of "Never Give Up” IG TW FB and to maintain audience engagement, a dialogue editorial focusing on Manoj and his impactful dialogues was posted on IG FB

• To promote the film's core message of honesty and the idea of starting anew from scratch we shared the reminder creative IG FB and a Scene Lift IG FB on 10th October

• To make the trailer more exciting, we shared a video of people reacting to it in real-time. This gave a genuine sense of how the audience felt, creating a positive buzz on 11th October IG FB

• On 12th October, to get everyone pumped up for the first song, "Bolo Na," a sneak peek of the music video was shared a day before the official release IG

• 'Bolo Na' launched on 13th October, and achieved substantial traction within 24 hours across platforms
  2211 Shares | 8881929 Views | 164411 Likes | 1517 Comments

• A creative showcasing 'Bolo Na' now available for streaming on all major platforms went live on 14th October

• On 16th October, a Lyrical video for 'Bolo Na' was shared to maintain the song's momentum

• To build excitement for the title track, "Restart", a glimpse of the music video was unveiled on 17th October, one day prior to its launch

• On 18th October, the day of the 'Restart' song launch, the video achieved a remarkable number of views and gathered an impressive count of interactions within just 24 hours across various platforms 392 Shares | 17018905 Views | 35925 Likes | 376 Comments

• Pre-release city tours stirred up excitement in various Indian cities, including Ahmedabad, Patna, Bhopal, and Delhi, setting the stage for the much-anticipated release

• On 19th October, to generate buzz for the song 'Restart', strategically promoted crossovers featuring Vidhu Vinod Chopra’s movies such as 3 Idiots and Munna Bhai MBBS

• During the pre-launch phase, countdown creatives & special screening clips, such as 1 Week To Go, 4 Days to go, 3 Days to Go, 2 Days to Go, Advance Booking

• On 21st October, Vikrant Massey engaged with fans by hosting a live ‘Ask Me Anything’ session on Instagram

• On October 24th, a special pre-launch screening was organized exclusively for Drishti IAS students

• Ahead of the release, a ‘Star - Review Creative’ was published on 25th October, based on the special screening hosted for media portals

• A screening, graced by Kamal Haasan, took place in Chennai, Tamil Nadu. A video capturing his reaction to the movie was shared across social media platforms on 26th October

• On 26th October, a day prior to the official release, a ‘Critic Review’ was published alongside ‘Star-Review Video’ & ‘Media Review - Motion Video’

• On October 27th, the launch day, an In-cinemas creative & a social byte featuring Vikrant Massey was shared, alongside a ‘Book Tickets Now - Motion video’ & ‘Premiere VoxPop’
  In addition to these creatives, 'Media - Word Review', 'Media - Star Review' & 'Media Review - Carousel' were published to sustain the buzz

• Following the launch, on 28th October, a series of creatives including 'Book Tickets Now', 'Box Office Collection (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey)', 'IMDb Rating', 'Rotten Tomatoes Rating', and 'Fan Reviews' were published

• October 29th featured creatives such as 'Box Office Collection', 'BookMyShow Ratings', 'Book Tickets Now', 'Media Star Review', alongside a video showcasing '5 Reasons to Watch 12th Fail.'

• Published on October 30th, a set of posts showcased 'Day 3 Box Office Collection (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey),' 'Book Tickets Now', 'VoxPop - Delhi', 'Google Ratings', and 'Trailer Cuts'

• To sustain the excitement on day 4, posts showcasing 'Day 4 Box Office Collection (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey),' 'Book Your Tickets Now', a 'Vox Pop' & 'IMDb Reviews' went live alongside a special byte from 'Zakir Khan' was also published on 31st October as well.
  In addition to these creative releases, an activity 'Connecting Hearts Away From Home' was initiated encouraging students studying away from home to send heartfelt postcards to their families

• To maintain the excitement, 'Day 5 Box Office Collection (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey),' and a 'Vox Pop' were shared on 1st November, alongside a city tour video of Indore

• On November 2nd, a variety of creatives took the spotlight, featuring 'Day 6 Box Office Collection (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey),' 'Book Tickets Now', and a 'Vox Pop.'
  Additionally, two scene lifts, 'Jabaan Na Ladaa' and 'Kitna Jhoot Bolegi', were published. In addition to the creatives, Anu Malik's views on the film and the first ‘Behind-The-Scenes’ video was shared as well

• On November 3rd, the 12th Fail team released a 'Day 7 Box Office Collection' (Collaboration post initiated by VCF to ZeeStudios and Vikrant Massey) and unveiled a new poster in three languages: English, Tamil, and Telugu.
  Additionally, a special offer creative 'Movie Tickets at 107₹' was introduced.
  A dedicated screening for 'CISF Jawans' was also conducted. Alongside these, another ‘Behind-the-Scenes’ unit was published, with the Latest Trend 'So Beautiful, So Elegant, Just looking like a WOW.'

• On November 4th, a scene lift titled ‘Haar Nahi Manunga’ was published

• A scene lift titled 'Main Bhi IPS Banunga' and 'Fan Reviews' were witnessed 5th November

• A ‘Behind-The-Scenes’ unit was shared along with a scene lift 'Gaali Math De' on 6th November. Apart from these creative showcasing the ‘Success Party’ event was posted as well

• On November 7th, the trending format 'Main berang, Tu Chamak hai!' went live gaining significant traction

• Several other ‘BTS units’ were released from November 8th to November 26th

• Reviews from ‘Telugu Media Portals’ and ‘Celebrities’ were published on November 8th and 9th, another static ‘Media Review’ creative was posted on November 13th Apart from these creatives, a ‘5 Panel’ sustenance post was shared as well

• ‘Week 4’ box office creative went live on November 24th, Along with Vidhu Vinod Chopra's exclusive 'Inside Scoop BTS' unit

• A variety of sustenance like 'Reminder', '3 Panel Restart' video,'4 Grid Static','4 Panel Dialogue' promo, 'Motion Pictorial Feature','POV' creatives and Vidhu Vinod Chopra's 'Inside Scoop' BTS units were published in the 4th and 5th week of the release

• A special 'One - Month' creative went live on 27th November, as 12th Fail completed a successful month in theatres

OBSERVATIONS & LEARNINGS:

Fans have loved the film and showed immense appreciation for the storyline They were observed already citing the movie as a blockbuster, superhit and relatable

A number of positive conversations surrounding Vikrant Massey's performance and acting skills were observed

Vikas Divyakirti has garnered immense love and appreciation from the fans as well

A number of positive conversations around how inspirational film is were observed

Numerous users expressed how perfectly the film portrays the real life challenges faced by UPSC aspirants

Behind-The-Scenes units, particularly those featuring Vikrant Massey, have garnered exceptional performance

Editorials centred on trending formats have worked well, gaining high traction