To keep up the momentum, we executed #TheYoDuos! #TheYoDuos contest required people to share their photos with their parents/children doing the ‘YO!’ gesture. We received numerous entries for it. #TheYoDuos contest was successful and we concluded it by picking three winners. They won a chance to meet the stars.

Simultaneously, we were pushing out review videos, dialogue cuts & video cuts as well.

Soon, the trailer crossed 15 Million views on YT+FB.

While the crowd went ‘YO’, we launched the ‘Bachche Ki Jaan Loge Kya’ song on 10th April. It received 3 Million views and trended across platforms.

We started off with the contest using the hashtag #BachcheKiJaanLogeKya wherein people were asked to share a moment where they actually used the phrase ‘Bachche Ki Jaan Loge Kya’.

Simultaneously, we were also pushing out lyrical videos, review videos and video cuts of the song to maintain the buzz.

We launched a teaser of the song before the release of the BADUMBAAA. With the release of the teaser, the #MyBadumbaaaStep contest took off with many entries coming in. Amitabh Bachchan posted a video, asking people to upload their videos doing the Badumbaaa step.

With the start of the Badumbaaa countdown, we ended the #BachcheKiJaanLogeKya contest.

On the launch day, i.e., 19th April, we went live on Facebook and live tweeted from the event to keep the fans engaged throughout. In a day, the Badumbaaa song crossed 5 Million views on YT.

We were also reposting/retweeting the #MyBadumbaaaStep entries’ videos on all platforms to encourage more participation and engagement.