Summary:

Meet Gaurav, a 28-year-old stuck in a never-ending cycle of engineering boredom. His daily routine involves hanging out with his hilarious buddies, Mal & Vaghela, chasing his crush, Devika, loathing his arch-nemesis, Arjun, and hating his job. Sounds relatable right? But then, the unthinkable happens – Gaurav gets the boot from his soul-crushing job.

The film exclusively premiered on Disney Plus Hotstar on September 29, 2023.

Goals:

• To create awareness around the OTT release of Tumse Na Ho Payega

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

• To create relatable content to engage with users across platforms that highlights the theme of the film

Result :

• The campaign started with the launch of the trailer across all platforms at 12:00 PM on 13th September 2023.

• The trailer garnered over 2.12M+ views along with 32.4K+ engagement within 24 hours across platforms

• The trailer video was trending at #3 on X (formerly Twitter) within the first 24 hours

• The conversations among fans, media portals, and users were overwhelmingly positive.

• Post the trailer launch, Trailer Stills, Trailer Media Reviews, Trailer Audience Reviews, Dialogue Promo, Memes and Character Cards creatives were pushed

• During the pre-launch phase, Countdown creatives for 3 days to go, 2 days to go, and Out Tomorrow along with Screening Stills were pushed

• The first song “Jamoore” was launched on September 22nd

• On the day of the launch,Streaming Now creative was pushed along with Siddharth Roy Kapur's Note

• Post the launch of the movie, Media Review, Meme around coffee, TNHP Moments Reel, with Trending at #1 on Hotstar, Streaming Views Milestone creatives were pushed to sustain the conversations around the film celebrate it’s subsequent achievements

• “Cheenti Step” was also released on 29th September

• The Social Death Wing Challenge was announced on October 2nd for October 7th at different Social venues across Mumbai, Pune, Delhi, Chandigarh, Indore and Bangalore

• Along with this, units such as Movie Stills, Audience Reviews and Food Reel were pushed

• To further engage with the buzz going around the film,Food Meme, Society ka Gold Standard and Anu Aunty creatives were pushed through the week

• To celebrate “Tumse Na Ho Payega” becoming the most viewed Hindi streaming movie in Hindi with 4.6 million views, a Milestone creative was pushed

• On October 9th, a collab post with Social for the Death Wing Challenge was posted, showing the cast interacting with the fans.

• In the following week, for sustenance, creatives such as Boyzez, Maa-Beta Relationship and Green Flag Meme were pushed

• On October 16th, the other two songs from the soundtrack, Sifar and Thokron Ka Shukriya were released

• The campaign garnered over 1.2 million reach, 2.2 million impressions and 65k+ engagement solely on Roy Kapur Films’s social handles organically