MUMBAI: Kill Dil starring Ranveer Singh, Ali Zafar, Parineeti Chopra and Govinda released on 14th November 2014. With killer star cast and a killer movie, the digital campaign had to be killer. The movie has seen a series of digital innovation that is quite rare in the Bollywood movie space. Right from the launch of the poster, to the latest TVF Barely speaking video Kill Dil kept the digital audiences engaged through all mediums.
The campaign kick started with the poster launch where each poster was revealed on the website www.killdil.com with a live Twitter feed and this was taken into the digital banner space to amplify the effect. This was not just it, for the launch of ‘Happy Budday’ – a birthday song from the film, YRF sent out invites in the form of Photo cakes to the industry, media and social influencers informing them about the launch, post which a socialApp was released where users could wish their friends/ family ‘Happy Budday’ the Kill Dil Style.
To make it more killer, digital banners were innovatively worked upon where the dialogue promos were interactive and this lead to sampling of the promo. The users were lead to a video Juke box as a banner innovation where one could watch, buy and share from one destination.
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The star casts’ involvement was very strategically planned, wherein the legendary actor Govindawas brought on Twitter for a live chat. And the latest collaboration with ‘The Viral Fever’, where all the 3 young stars very sportingly took hard hitting questions asked by Arnub on his show ‘Barely Speaking with Arnub’.
The campaign also saw YouTube Creators creating cover versions of ‘Sajde’ and ‘BolBeliya’ with their own killer twist, making the Kill Dil music reach out to a larger audience base.
Over all the Kill Dil campaign has touched users through different mediums with different touch points. Disruptive innovation is what’s exactly required for a Killer film like Kill Dil.
