tanhaji: the unsung warrior

Create a 360 campaign that targets the audience in Maharashtra and across India to create a universe of Tanhaji

  • Target the cities that has limited access to the fan base of Ajay Devgnand derive a strategy to convert them which would help us create larger conversations

  • Celebrate Ajay Devgn's 100th film and his journey of 30 years in Bollywood

  • Engage with Ajay Devgn’sfan-club to reach out the masses across the nation and create his own #TanhajiKiSena

  • Associate with Amar Chitra Katha to reach out to the kids directly, this helped us bring back the brave historical battle of India in the form of a comic book

  • Create a bilingual strategy to target the Marathi audience

Trailer Launch Events
  • Launched the first trailer in Mumbai in the presence of eminent personalities from the industry

  • A press conference took place in Kolkata with Ajay Devgn

  • To reach the Maharashtrian audience, the trailer was released in Marathi to hit the right chords and touch the audience sentiments.

  • Trailer 2 launch event took place in Delhi. The event witnessed the presence of Major General Gagan Deep Bakshi as a chief guest who shared his insights about the war

  • The trailer created a larger buzz around the BGM of the movie. There were fan videos that highlighted their enthusiasm

  • Tapping on the same sentiment, we executed an activity with the #TanhajiKiSenato build Ajay Devgn’s universe

  • Created #GhamandKarChallenge wherein the fans were asked to create the loudest war cry and stood a chance to be a part of #TanhajiKiSena

  • #TanhajiKiSenawas used to bring out the sentiment of patriotism and unity among the Indians

  • Created an AR filter which was available on Facebook, Instagram and Snapchat for the audience to be a part of the #TanhajiKiSena

  • Ajay Devgn created a exclusive fun video with one of India’s top YouTuber, Amit Bhadana

  • Associated with Humans of Bombay that highlighted Kajol& Ajay's journey

  • Partnered with Scoopwhoop Townhall for a candid chat with Kajol

  • TanhajiXTikTok generated 141.3 Million Views around the #TanhajiTheUnsungWarrior using the dialogues and songs for the audience to be a part of #TanhajiKiSena

70M+Views on Trailer 1
100K+ Likes on YT in 20 mins
13K+Comments on YT in 1 hour
63K+Tweets on #TanhajiTrailer
1stWorldwide trend
6thIndia Trend
50M+Views on Trailer 2
30M+Views on GhamandKar
10M+Views on #RaRaRa
2.5M+Views Marathi Trailer
100M+Views on Trailer 1 & 2