The human mind is like a piece of blotting paper. It can absorb anything thrown at it when used for a litmus test, it loves some colours more than others. The colours that react well in accordance to their acidity or alkalinity spread more on it, and the others less. Similarly, the things that set our brains thinking for long are what build our interests, obsessions and avocations. When the mind connects itself to something striking and thought provoking, it immediately registers itself that with a 'Wow' factor and keeps it for long. That exactly is the essence of what Social Media is doing to our minds.
Facebook, Twitter, Pinterest and all others have a unique diminishing factor for themselves and curate a lot of things for us, based on the interests we choose. A racing afficionado 'Likes','Follows','Pins' his favorite magazines, channels, racers, racing blogs, racing photographers and what not. People like me who love to be informed about a lot of things like technology, movies, music, art, food, news scourge a lot of blogs, websites and again like, follow, pin on Facebook, Twitter and the likes, just to find their Mojo.
In that search for my Mojo, I've been following a lot of movies across Facebook and Twitter to understand how the business of cinema is being turned around across these social channels. The west is quick to adopt novel ideas and practices for promoting their movies, given the close proximity to the technology world. The ripple effect immediately shows up in Bollywood, the next industry that is close to us and has big bucks that can be played around. Our Tollywood industry has been more of a cliched practitioner of trends, with a whole lot of movies beating around the bush and running around a concept that would have been successful. The pre release euphoria for a movie here too has been mostly cliched, with a regular audio release, a platinum disc function supported by TV spots and trailers.
Around all these run of the mill stuff, something striking started to show up in the Tollywood social media space too.I've been following a lot of Bollywood and Tollywood movies on Facebook, but none of the movies till Ko Antey Koti had anything worthwhile to engage the audiences. Till then all I could find was posts saying 'Working Stills', 'Hot Pics' or 'Audio launch photos'. The movie in itself had a team that always had a trademark for themselves, and were ready to experiment. The director Anish Kuruvilla, the hero Sarvanand and the versatile Sri Hari. When such people come together, sparks were bound to fly. Whether the movie would set off sparks or not was something that needed to be seen after the silver screen test. But the run to the silver screen was quite a story on Facebook and Twitter.
On the course of the countdown to the movie, the movie took an approach that was bound to engage audiences with the characters, the theme and establish a connect to the story. It had an effect that would immerse you into the dress of the story, and build your mindset about the movie. Maybe that is what a marketing campaign means. Sell your product, but tell a story to sell it.
The movie was centered around a group of people looking for shortcuts to make quick money. They called themselves 'Dongre'. So, the Facebook campaign revolved around that. What a dongre is, what a dongre says and how a dongre behaves was the essence of the initial run on Facebook. Fans on the page were then invited to even contribute to the building up of the "Dongre Tips'. The drive behind this move would be to steer the audiences towards a set of thought processes that a movie watcher would have while watching the movie. Elegant move, isn't it?
Then came the actual face of the movie: The audio. The usual formula in the industry is to unveil the audio on a public stage. A brilliant move by this team was to release each song online, simultaneously when announced onstage, building a seamless first of its kind real time experience!.At a time when internet downloads and piracy ruled the crib of the internet's music industry, Ko Antey Koti took a very bold step to provide the music for free! They even had a mobile version of the music website, which meant an organic, healthy music listening community building!
When Twitter was considered to be a tough nut to crack for an industry like tollywood, these people made even that experience a breeze. The people behind the movie ran a contest T-5 days from the movie release, and engaged users to talk about the movie by asking them to send in what Dongre means for them. The campaign generated over a 1000 conversations on Twitter from over 300 followers in a very short period of time! Really phenomenal for a movie with no big names to back it! Looking at the scale of things, though the numbers might not seem big as the biggies. All these things happened at a time when the social media presence for Tollywood was almost nonexistent. Given such nascent state of issues, it truly is commendable! Have a look all those tweets -> Tweetslist
I think these kind of healthy engagements originating from our very own industry sets an example and encourages even all other filmmakers to deliver superior experiences to movie lovers on Facebook and all other social platforms too! The agency behind Ko Antey Koti is to be lauded for such a brilliantly executed campaign, setting the stage for a lot of other movies to emulate the same.
Agency Name: FirstShow Digital
Facebook, Twitter, Pinterest and all others have a unique diminishing factor for themselves and curate a lot of things for us, based on the interests we choose. A racing afficionado 'Likes','Follows','Pins' his favorite magazines, channels, racers, racing blogs, racing photographers and what not. People like me who love to be informed about a lot of things like technology, movies, music, art, food, news scourge a lot of blogs, websites and again like, follow, pin on Facebook, Twitter and the likes, just to find their Mojo.
In that search for my Mojo, I've been following a lot of movies across Facebook and Twitter to understand how the business of cinema is being turned around across these social channels. The west is quick to adopt novel ideas and practices for promoting their movies, given the close proximity to the technology world. The ripple effect immediately shows up in Bollywood, the next industry that is close to us and has big bucks that can be played around. Our Tollywood industry has been more of a cliched practitioner of trends, with a whole lot of movies beating around the bush and running around a concept that would have been successful. The pre release euphoria for a movie here too has been mostly cliched, with a regular audio release, a platinum disc function supported by TV spots and trailers.
Around all these run of the mill stuff, something striking started to show up in the Tollywood social media space too.I've been following a lot of Bollywood and Tollywood movies on Facebook, but none of the movies till Ko Antey Koti had anything worthwhile to engage the audiences. Till then all I could find was posts saying 'Working Stills', 'Hot Pics' or 'Audio launch photos'. The movie in itself had a team that always had a trademark for themselves, and were ready to experiment. The director Anish Kuruvilla, the hero Sarvanand and the versatile Sri Hari. When such people come together, sparks were bound to fly. Whether the movie would set off sparks or not was something that needed to be seen after the silver screen test. But the run to the silver screen was quite a story on Facebook and Twitter.
On the course of the countdown to the movie, the movie took an approach that was bound to engage audiences with the characters, the theme and establish a connect to the story. It had an effect that would immerse you into the dress of the story, and build your mindset about the movie. Maybe that is what a marketing campaign means. Sell your product, but tell a story to sell it.
The movie was centered around a group of people looking for shortcuts to make quick money. They called themselves 'Dongre'. So, the Facebook campaign revolved around that. What a dongre is, what a dongre says and how a dongre behaves was the essence of the initial run on Facebook. Fans on the page were then invited to even contribute to the building up of the "Dongre Tips'. The drive behind this move would be to steer the audiences towards a set of thought processes that a movie watcher would have while watching the movie. Elegant move, isn't it?
 |
| A Dongre Tip from their Facebook page |
Then came the actual face of the movie: The audio. The usual formula in the industry is to unveil the audio on a public stage. A brilliant move by this team was to release each song online, simultaneously when announced onstage, building a seamless first of its kind real time experience!.At a time when internet downloads and piracy ruled the crib of the internet's music industry, Ko Antey Koti took a very bold step to provide the music for free! They even had a mobile version of the music website, which meant an organic, healthy music listening community building!
 |
| The music website for mobile |
When Twitter was considered to be a tough nut to crack for an industry like tollywood, these people made even that experience a breeze. The people behind the movie ran a contest T-5 days from the movie release, and engaged users to talk about the movie by asking them to send in what Dongre means for them. The campaign generated over a 1000 conversations on Twitter from over 300 followers in a very short period of time! Really phenomenal for a movie with no big names to back it! Looking at the scale of things, though the numbers might not seem big as the biggies. All these things happened at a time when the social media presence for Tollywood was almost nonexistent. Given such nascent state of issues, it truly is commendable! Have a look all those tweets -> Tweetslist
 |
| Some of the tweets generated |
 |
| A twitter winner |
I think these kind of healthy engagements originating from our very own industry sets an example and encourages even all other filmmakers to deliver superior experiences to movie lovers on Facebook and all other social platforms too! The agency behind Ko Antey Koti is to be lauded for such a brilliantly executed campaign, setting the stage for a lot of other movies to emulate the same.
Agency Name: FirstShow Digital
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