Summary:

Teri Baaton Mein Aisa Uljha Jiya marks Shahid Kapoor’s return to the rom-com genre and brings back his iconic dancing skills along with a fresh and exciting pairing with Kriti Sanon. The movie shows a never-before-seen love story with a unique approach to classic Bollywood rom-coms.

Objective:

• To position the film as an ‘impossible love story’ with the announcement, generating curiosity around the unique pairing of a robot and a human, through performance marketing, meme marketing, and initiating conversation trends among fans

• Create excitement around the fresh Bollywood pairing of Shahid Kapoor and Kriti Sanon and their incredible chemistry

• Highlight Shahid Kapoor’s return to the dance floor with ‘Laal Peeli Akhiyaan’

Result :

• The campaign started with the launch of the poster and motion poster across all social media platforms at 12:00 PM on 10th January 2024, announcing the title and the release date

• The announcement gained over 6M views with 1M engagement in the first 24 hours across all social media platforms, with #TeriBaatonMaiAisaUljhaJiya trending on X(formerly Twitter) for over 7 hours

• To create excitement around Shahid Kapoor dancing after 11 years, the song ‘Laal Peeli Akhiyaan’ was launched on 12th January 2024 along with the trailer launch date

• The song garnered over 28M views within 24 hours across all platforms

• The trailer was launched on 18th January 2024, reaching the No.1 trending spot on YouTube within 12 hours of its launch. It garnered 45M+ views and 2M+ engagement across all platforms in the first 24 hours

• To ensure higher visibility, performance marketing was done by strategically targeting the trailer ads to the film’s target audience

• To sustain excitement around the trailer, meme marketing was conducted, initiating a trend among the fans, which led to #TeriBaatonMaiAisaUljhaJiya trending at No.1 on X for over 6 hours after the trailer launch

• The overall meme marketing campaign generated a reach of over 20M with around 2M engagement across all platforms

• The conversations surrounding the film crossed 98K in total with the Twitter trending conversations reaching over 86K before and after the launch

• The overall sentiment was 85% positive, 13% neutral, and 2% negative