The Objective

Mujhse Shaadi Karogi was the biggest blockbuster from Bollywood in 2004 and the TV premiere was on Zee Cinema. It was the biggest title for the Hindi movie channel and, therefore, had a well-orchestrated marketing campaign.

The objective of the campaign was to create high awareness to tune in. It had to generate involvement among the core TG through exciting and innovative creative execution.

The Solution

For a TV première that's well promoted across media, the online medium served as a reminder and needed to create impact as close to the scheduled date as possible. The campaign spanned just 3 days. Since the film was premiering on Sunday, the preceding Wednesday - Friday were the days of activity.

Given the limited budget, Yahoo! & MSN Messenger were the only two vehicles used. We wanted high-impact placements for this event to drive strong ratings. Yahoo! Homepage and Yahoo! Mail gave the desired reach and MSN Messenger gave added visibility.

The Route

The creative talked about the film premiere & induced users to enter the MSK contest. The creative was simple and sought to grab attention. The contest was devised in a way that ensured link to the core content of the movie. Users could win diamond rings by answering a series of simple questions based on the film.

The Results

The campaign delivered total impressions of 2.6 Mn with 30,000 clicks. There were over 7000 unique entries to the contest in just 3 days. It was also featured as a case study on Yahoo.co.in http://in.solutions.yahoo.com/new/pdfs/zeecinema.pdf