Fukrey makers poke pun at ad platforms in a fun campaign

One of the main components of the digital marketing campaign is a series of six videos featuring the lead actors of the movie goofing around in a complete Fukrey style

Fukrey Returns, the much-awaited sequel to the 2013 hit movie Fukrey, launches into a in-character digital marketing campaign on Monday.

One of the main components of the digital marketing campaign is a series of six videos featuring the lead actors of the movie goofing around in a complete Fukrey style. One of the ads pokes fun at pre-roll ads, beseeching the viewer to skip the ad. “We wanted to break regular ad formats and take a pun on advertising platforms,” said Vishal Ramchandani, Head of Marketing, Excel Entertainment. “It is important to grab the attention of the user and bring freshness to the campaign to be noticed,” he further added.

The marketing team is promoting the film heavily on the digital medium given that the target audience for the movie is the 18-25 age group in Sec A and Sec B. The makers have partnered with digital influencers Ashish Chanchlani and Bhuvan Bam to create content for the section of the audience that has not been tapped before.

Speaking about the overall theme behind the digital campaign, Ramchandani said, “the idea is to create a bizarre eye grabbing marketing campaign. Every content piece and activation has quirk infused in it. The thought is to get the film marketed by the Fukrey characters. Their character traits will be visible throughout the promotions.”

The marketing campaign piggy-backs on the success of the first movie. “The first instalment did exceptionally well so there is instant recall value. The tone of the film connects with them instantly hence the film’s trailer should do the trick. The ads and activations we have planned should appeal to cities such as Mumbai, Bangalore, Kolkata. Hence we invested time and effort to create these units.”

The makers are in talks with the OTT platform-partner and the satellite partner to feature the sequel - Fukrey - on their network before the release of Fukrey Returns.

Pan-India campaign includes tie-ups with Amazon, Ola, Pepsi, Croma, and Shoppers Stop. “We have strategically tied up with limited partners. But our association is seamless and the Fukras will promote the association in a quirky way,” he said.

Some of the other tie-ups include a Fukra-style PSA at metro stations and special UNO packs with Fukrey characters on the packaging. Five quirky public safety announcements from the POV of the characters will be played at metro stations and inside trains.

“We will also be covering Fukra spots during city visits for further engagement with people. We will be visiting all the Fukra-spots (college students’ hangout joints) across the country and conduct quirky activations,” Ramchandani added.

The digital campaign is a collaboration between Excel Entertainment and Trigger Happy. For more updates, be socially connected with us on
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