Sony Pictures campaign for ‘Men In Black: International’ goes viral

The campaign kicked off with a teaser featuring actors Siddhant Chaturvedi and Sanya Malhotra

e4m by exchange4media Staff
Updated: Jun 19, 2019 5:07 PM

Sony Pictures Entertainment India has come up with edgy marketing content for ‘Men In Black: International’ that has not only got viral on digital platforms but also got the audiences excited about the film. 

The campaign kicked off with a teaser of Bollywood youth sensations, Siddhant Chaturvedi and Sanya Malhotra, who have also dubbed for the Hindi version of the film. The teaser was an edgy stop motion video that showcases the actors getting ready to become agents from India and moving to the dubbing studio. With a super cool video treatment and music, this video soon became viral and resonated instantly with the youth.

The marketing campaign has moved on to find the next MIB agent in India where people had to decode the secret MIB website #GetintoMIB. The intent was to create something which stands true to what MIB stands for. A website that is a big secret to everyone out there and only a reality for the smart ones. This activity helped Sony Pictures India get a lot of traction via people who couldn’t crack it and spoke about it on social media. There was a lot of chatter on the internet wherein people highlighted the fact that they couldn’t crack it and vented their anger on Twitter.

To extend the campaign further, Sony Pictures got Siddhant Chaturvedi and Sanya Malhotra to feature in short, hilarious, and snackable videos where they utilize the neuralyzer in everyday Indian scenarios. In one video, the duo neuralyzes a non-compliant rickshaw and in another scenario, Sanya neuralyzes Siddhant to make him forget about a bet that she lost.



Siddhant who dubbed for Chris Hemsworth met Chris Hemsworth himself and the fun chemistry between them took the internet by storm. The banter had everyone in splits with Chris testing Siddhant if he was worthy enough to be agent H in Hindi and Siddhant too took a quick test of Chris’s Bollywood knowledge. The icing on the cake was when Chris rattled some famous Bollywood dialogues.



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