How team Bala got social media users to let their hair down

From a bald filter on TikTok, to dialogue cards on Instagram, to content collaboration with Filter Copy, TheSmallBigIdea went all out for marketing Ayushman Khurrana-starrer Bala

e4m by Shreshtha Verma
Updated: Nov 12, 2019 3:47 PM

Ayushman Khurrana-starrer Bala, which released on Friday, has been creating waves on the social media for its unique marketing and promotions strategies. From a bald filter on TikTok, which grabbed 308.6 million views, to content collaboration with Filter Copy and other regional players, TheSmallBigIdea has taken promotions to the next level of creativity to create engagements and interactions for the movie.

The digital agency, which was awarded the social media mandate for Bala, has come up with strategies to connect over the common problem of baldness.

We take a look at some of the quirky campaigns created by TheSmallBigIdea which helped the creators of ‘Bala’ to obtain a reach of around 8 million people online.

It all started with ‘Bala wishing Bala’.

Akshay Kumar also played a character named Bala in his recently launched Housefull 4 and got a dance step from his movie viral as the "Bala Challenge". TheSmallBigIdea started off the promotions for the movie Bala by featuring Ayushman Khurrana taking the Bala Challenge.

View this post on Instagram

Bala ko pukara, #Bala aa gaya. ?‍? Posted @withrepost • @ayushmannk Bala ko pukara, #bala aa gaya! Hum bhi jald aa rahe hai. #DineshVijan @amarkaushik @bhumipednekar @yamigautam @nowitsabhi

A post shared by Maddock Films (@maddockfilms) on

Ancillary content for Milestones

TheSmallBigIdea is known for its exclusive digital content. To make the promotions more interesting, they shot specific content with actors for milestones which was put out as ancillary content. These small videos gardened more than 40 million views in just 24-hours.

Dialogue cards

To promote the movie, TSBI also circulated dialogue cards through Instagram. These dialogue cards by Maddock films carried the most hitting dialogues from the movie.

Bala Bechara

#BalaBechara was the key campaign by TSBI. This campaign features Ayushmann (Bala) telling the audience what being bald is like. Through #BalaBechara they tried to establish an emotional connect with the target audience.

Moment Marketing

Moment marketing is already emerging as a strong tool among the marketers and TSBI also used this tool to promote the movie. They used every occasion that came during the promotions like Diwali and Halloween.