Bollywood movie-makers always look out for new and innovative ways to promote their movies, taking into account the amount of hard work and money that goes behind the making of a movie—the makers try to use the best way possible to promote their film that caters to the largest audience possible.
There have been social media campaigns for movies that took the whole 'anticipation level' up a notch, while others have become viral trends on the Internet. Take a look at few successful Bollywood movie promotions on social media that have helped movies with a good word-of-mouth publicity on the Internet.
1. Pad Man
If you're a frequent 'grammar, you must have seen your favourite celebs holding a sanitary napkin, along with the hashtag, #PadManChallenge. The campaign which was started by its lead actors, Akshay Kumar and Sonam Kapoor and producer, Twinkle Khanna became a HUGE rage on Instagram. Not only Bollywood actors, but also well-known sports person and singers, and even fans took up the challenge on social media. The challenge was so successful that it taught people about menstrual hygiene and that 'there's no shame in holding a pad, it's natural, it's just blood. Period.' (sic) Kudos to Twinkle Khanna for bringing such an important subject on screen and Arunachalam Muruganantham who's life story was the inspiration behind the movie and the entire movement.
2. Lipstick Under My Burkha
The 2017 controversial film, Lipstick Under My Burkha produced by Ekta Kapoor that talked about gender biased-ness fought a long battle with the Censor Boar, before it finally hit the screens. Even after swiping 10 International Film Awards, the bold subject couldn't serve any good to the Censor Board panelists. Soon after the movie was cleared to release (with cuts, obvs) the makers of the movie started a social media movement, the #LipstickRebellion to break gender barriers. The campaign saw a lot of celebrities and fans posting pictures with lipstick placed in their middle finger.
"As women, we've always been Fighting the Do's and Don't's that the world throws at us. It's our time to strike the Lipstick Pose (The pose with your Lipstick between your fingers, like in the poster) and tell the world the "Don't" that you'veshattered and emerged out of!" said the social media post of Balaji Motion Pictures, who started the rebellious digital movement.
Anushka Sharma's second venture as a producer, Phillauri saw her playing the role of a friendly ghost. To drive excitement for her movie, Anushka started a rather funny digital marketing strategy before the release of the movie—it is also touted to have one of the most innovative movie marketing campaigns in recent times.
The marketing strategy revolved around around the plot of the movie, which saw Shashi(Anushka's character in the movie) present at some of the most iconic moments in the past.
While most movies are promoted heavily on both print and digital mediums, Ittefaq, after its trailer launch, sadly wasn't promoted on any reality TV show or radio channel. Reason: the makers didn't want to reveal any further information about the intriguing whodunit thriller. Instead, they launched a social media campaign to keep the storyline under wraps, #SayNoToSpoilers, urging fans to not reveal any spoiler after watching the movie.
5. Bang Bang
If you were active on social media back in 2014, you must've seen the #BangBangDares in your feed, and man! wasn't that the best thing ever happened to the Internet, back in the day? The Bang Bang Dare campaign was an example of how celebrities can come together to promote each other's movies and show love.
PS- Brownie points to Ranveer Singh for taking it up a notch higher!!
6. 3 Idiots
Along with lauding 3 Idiots' story and its performance at the box-office, film critics also laud its digital marketing strategy. If you don't remember—Aamir Khan went missing to promote the movie while making disguised appearances at various places. The campaign 'Find Aamir' was started on social media and the makers dropped hints of Aamir's whereabouts on Facebook and Twitter.
7. A Flying Jatt
Did you also do the #BeatPeBooty? Not judging you at all even if you did, 'cuz it LITERALLY took the Internet by storm! Started by director/choreographer Remo D'Souza, the challenge was accepted by almost everyone in Bollywood, from Shraddha Kapoor to Varun Dhawan to Hrithik Roshan, no one could resist shaking a leg (and booty) to the infectious song.