To build up the curiosity and create a buzz around the launch of Shikara on Amazon Prime videos a three-phase campaign was created. The approach focused on highlighting the struggle, pain and the hope of Kashmiri Pandits, which also unfolds the storyline of Shikara.
The first phase consisted of posts on love pain and struggle, and to create a recall value for the digital audience. The communication was kept in sync with the tone of the movie, highly intriguing and visually appealing which also helped in starting a conversation on social media platforms.
The second phase covered the aspect of the movie launch on Amazon Prime Videos and buzz generation. With the help of digital posters and sustenance posts, the conversations were kept alive on social media platforms. Dialogue promos, promo of struggles of Kashmiri Pandits, digital posters etc. were shared.
Getting a little creative, a typographic video was published highlighting 5 reasons to watch Shikara. Positive fan reviews and BTS videos were shared to maintain the continuity of engagement on social media. The posts were reshared by celebrities.
Overall, the campaign received a positive response.
Dialogue Promo 1:
Dialogue Promo 2:
Streaming now on:
5 reasons to watch Shikara:
Fan review post:
Dialogue Promo 3:
The Boat Song:
BTS from Amazon Prime Video:
BTS from Aadil Khan:
Launch announcement from Sadia:
Generic post from Amazon Prime Video: