Summary:

Mission Raniganj is based on the untold story of a true hero, Late. Jaswant Singh Gill, a coal-mine engineer who undertook a near impossible rescue mission and defied all odds to save the lives of miners with his now renowned capsule. The film demonstrates the strength of leadership and creativity in difficult circumstances while taking the viewers through a whirlwind of emotions such as love, courage and heroism starring Akshay Kumar & Parineeti Chopra.

Objective:

• To spread awareness about the 1989 Raniganj rescue mission

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

• Activate Akshay Kumar’s fan clubs to support and engage throughout the campaign

Result :

• The campaign of the film, Mission Raniganj, kick started with the Motion Poster with the communication Teaser Out Tomorrow on September 6. Soon after the Motion Poster, a Carousel of Posters were pushed on the same day to entice the audience

• The Mission Raniganj Teaser was then unveiled on the following day, October 7. Within 1 hour of the launch, the #MissionRaniganjTeaser was trending at #1 on x-(Twitter) with 13K tweets under the entertainment section

• There were multiple conversations around the Mission Raniganj Teaser which garnered 34.6M + views along with 720K+ engagementwithin 24 hours across platforms which was then communicated to the audience through a Teaser Milestone Video using the strong visuals of the teaser

• Links generated via PR coverage were 195+ worth 1.67Cr +

• There were multiple conversations around Akshay Kumar's top-notch content with unique scripts

• To harp on  Akshay Kumar's birthday  during our active campaign, we took the opportunity to wish him with an exclusive image of Akshay Kumar from Mission Raniganj

• For Teaser sustenance,Media Reviews 1, Media Reviews 2, Trade Analyst Reviewswere pushed across social media platforms

• Engineer's Day was celebrated by pushing out an Unseen Image of Late. Shri Jaswant Singh Gillfollowed by an Engineer's Day Videowith Akshay Kumar focusing on the qualities of Jaswant Singh Gill

• The Motion Poster of Jalsa 2.0 was dropped on September 15 with the communication 'Video Out Tomorrow'.The asset was dropped to create excitement amongst the audience with the hashtag #GetReadyToJalsa

• Pooja Entertainment pushed out the Jalsa 2.0 Song Video, Jalsa 2.0, in collaboration with Jjust Music and PVR Pictures on September 16

• Jalsa 2.0 garnered 16.3M+ views along with 853K+ engagement within 24 hours across platforms

• The total links generated through PR coverage were 150+ worth 47.5L+

• Within less than 30 mins of its launch, #GetReadyToJalsa was trending at #2 with 3K tweets on X - Twitter under the entertainment section and the audio was trending on Instagram with over 2K reels

• The overall sentiment of the song was 8.5% Negative, 22.3% Neutral, and 69.2% Positive

• A number of influencers picked up the hook step while Varun Buddhadev and Drashti Bhanushali collaborated with Pooja Entertainment to recreate the Jalsa 2.0 hookstep

• There were multiple creatives, such as Milestone Poster, Media Reviews, Recreate the Jalsa Hookstep, 3 Panel Video, Streaming Now were pushed during the song sustenance period

• To build conversations around the launch of the Mission Raniganj Trailer, a Motion Poster with the entire cast was pushed out two days prior to the trailer launch

• The Mission Raniganj Trailer was launched across platforms on September 25

• The trailer received 43.3M+views along with 684K+ engagement within 24 hours across platforms

• The total links generated through PR coverage were 190+ worth ₹1.26 Cr+

• Within one hour of its launch, hashtag #MissionRaniganjTrailer started trending in ‘India trends’ with more than 7K tweets with other hashtags like #AkshayKumar and #ParineetiChopra on X (Twitter) under the entertainment section

• #MissionRaniganjTrailer was trending on Twitter at #1 with 19.7K tweets while the trailer was also trending on #3 on YouTube

• The overall sentiment of the trailer was 1.8% Negative, 29.7% Neutral and 68.5% Positive

• Post the trailer launch, Trailer Stills, Milestone Video, Google Search Video, Trade Analyst Review, 90M+ Views Video, Media Reviews, Album Out Now, Fan Reviews creatives were pushed along with movie Promos

• During the pre-launch phase, countdown creatives, such as 1 Week To Go, 5 Days to Go, 4 Days to Go, 3 Days to Go, 2 Days to Go

• Team Mission Raniganj pushed out several character-centric promos to highlight the character specific fear such as Hindustani Jugaad ft. Bindal,  Zindagi aur Maut Ki Ladai ft. Pasu, Zindagi Ki Keemat ft. RK Ujjwal, Dialogue Card

• An Exclusive Still of Akshay Kumar and Parineeti Chopra was pushed as the build-up asset for Keemti with the communication 'Song Out Tomorrow'

• Keemti song was launched across platforms on October 3 receiving 29.3M+ views along with 766K+ engagement within 24 hours across platforms

• The total links generated through PR Coverage were 110+ worth ₹ 97.4 L+

• Keemti song was trending at #2 with 8,698 tweets with other hashtags like #AkshayKumar and #MissionRaniganj on X (Twitter) under the entertainment section

• The audio was trending on Instagram at #28 with 6k reels

• In order to push the song, creatives such as Milestone Video, Lyrical Video were pushed.

• Just before the release, Mission Raniganj took over the cinemas with a twist in collaboration with PVR cinemas

• Two days prior to the release, to create buzz, advance booking open now creative along with a promo were pushed out to redirect the audience to the booking portals

• A Media Screening was held with the media portals to create buzz amongst the audience

• Pooja Entertainment announced their Official Hydration Partner and Official Furnishings Partner

• A contest was held on Twitter and Instagram, with three challenges, i.e. Trivia, Recreate Akshay Kumar's Walk and  Tell us your favourite dialogue from the trailer .Users contested on these platforms with 25 winners getting free movie tickets and a lucky winner getting the chance of winning Akshay Kumar's Denim Jacket

• A day prior to the release, In Cinemas Tomorrow creative along with VR Activity for the audience which gave a glimpse of the mission before it hit the theatres, Paytm collaboration, Character introduction of Ravi Kishan, Review Carousel and Keemti Lyrical were pushed out to create a buzz amongst the audience

• On the day of the launch, In Cinemas Now creative was pushed along with Star+Word Review, Star Review, Review Carousel, Promo 9, VoxPop Video

• To continue the hype from Day 1, VoxPop Video, Review Carousel and Promo 10

• Voxpop videos which highlighted the user reviews were pushed across social media platforms which covered the major cities of India - Mumbai, Delhi, Bengaluru, Indore, Kolkata, Ahmedabad and Jaipur

• Star+Word Creative was pushed out on the reviews of the movie along with Real Vs Reel Promo and VoxPop Video

• Jeetenge Motion Poster was pushed out a day prior to the song launch to build excitement

• Jeetenge song was launched across platforms on October 9, the song received 4.5M+ views along with 264K+ engagement within 24 hours across platforms

• The total links generated through PR Coverage were 50+ worth ₹ 33.1 L+

• Within less two hours of its launch, #Jeetenge started trending at #3 with over 4K tweets on X - Twitter under India trends

• The audio is trending on Instagram reels with closed to 1.3K reels

• BTS Promo along with a 3 Panel video were pushed out for the movie and song sustenance

• Apart from these, 2 Panel and Jeetenge Lyrical were also pushed out for the song sustenance

• Water BTS, Why is Mission Raniganj a must watch, Jeetenge Meme Template and Jeetenge story-telling format were also pushed out during the sustenance period

• On National Cinema Day, team Mission Raniganj pushed a creative with the communication 'Tickets at just Rs. 99/-*'

• During the post release of the film, Mission Raniganj was submitted for Oscars 2024

• On National Cinema Day, a number of conversations by verified handles and media portals were positive with regard to Mission Raniganj's entry into the oscars and the shows in theatre going entirely housefull

• A number of fans were impressed by the above announcements citing that an entry into the oscars was a smart move by the makers as the film is based on a real life hero

• A number of audiences felt proud of the oscars announcement saying the film deserves a win

• Team Mission Raniganj pushed out an offer creative for Cinema Week