Inkaar goes bold on digital

From #giftacondom initiative, Google Hangout, LinkedIn advtg to website, the movie rides on the power of digital mktg

e4m by Priyanka Nair
Updated: Jan 18, 2013 7:57 PM
Inkaar goes bold on digital

Sexual harassment at the workplace, office politics and questions of whether women can make it to senior management in misogynistic companies are challenges that plague many professionals in India. Sudhir Mishra has brought this burning issue to the fore in his latest movie Inkaar.

The film is being produced under the Tipping Point Films banner and produced by Viacom 18 Motion Pictures, starring Arjun Rampal and Chitrangada Singh in the lead roles. The film has gone beyond typical marketing tie-ups and has created some interesting digital buzz. The digital activities were executed by Ultra Violet Digital.
The digital campaign kick-started with #giftacondom initiative on World Aids Day on social media. An application on Facebook allowed users to gift a condom to people they wish and spread the message of being safe. Over 7000 people used the application on that day.

Additionally, a Google Hangout was also conducted with Arjun Rampal, Chitrangda and Sudhir Mishra. The agency also created a digital series called ‘Office Gyan’ and LinkedIn advertisements were created to target the right audience.

Gautamm Mehra, Chief Operating Officer, Ultra Violet Digital said, “The brief given to us was two-fold. One, to reach out and create awareness on the various aspects of interpersonal relationships in today’s office scenario and secondly, to ultimately lead back and funnel the conversations into the main movie promotion campaign.”

An interesting website ‘’ has been launched and it has become a talking point already. It is a website wherein users can come and vent out their frustrations, bitch about people they wish and also like the comments posted. This was launched during December end and has already received over 100,000 visits. The film page has crossed over 60,000 fans on Facebook and over 1.5 million views on YouTube for the trailer and song promos. Twitter has created a reach of 1.3 million.

Talking about the campaign challenges, Mehra said, “There are always two sides to a story and that’s what we have tried to establish throughout our campaigns. We are talking to the smart urban executive and have ensured that our tonality and messaging has been in sync with the same. This wasn't a typical movie promotion where we just had to simply play on a lead’s fan following. It took courage and effort from the client and our team to use the unconventional route of driving conversations first around the topic and then leading it up to the movie.”

The wait and watch game will begin as the movie will hit the silver screen today. It will be interesting to see how the audience responds to movie that has undertaken bold promotional initiatives.

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