Zee Studios' campaign for 'Hotel Mumbai' records reach of over 50 million

Neeraj Joshi, Marketing Head, Zee Studios, talks to us about the reach and execution of the campaign 'Bharat Salam' for the movie Hotel Mumbai

e4m by Shreshtha Verma
Updated: Dec 16, 2019 9:26 AM
Bharat Salaam for Zee Studios Hotel Mumbai

Zee Studios released the film 'Hotel Mumbai' in India and has brought together a unique marketing campaign 'Bharat Salaam'. Ideated and executed by Zee Studios, the 360-degree marketing campaign aims to promote 'Hotel Mumbai', a movie on the 26/11 attacks. Interestingly, the campaign resulted in a reach of over 50 million.

Neeraj Joshi, Marketing Head, Zee Studios, speaks to us about the reach and execution of the campaign, 'Bharat Salam' for the move Hotel Mumbai,

From radio channel tie-ups to influencer marketing and a series of digital videos where real-life heroes spoke about social work, Zee studios opted for some of the most unique ways to make the campaign popular.

"Since Hotel Mumbai is a movie based on a tragedy and we cannot celebrate a tragedy, thus we had to think of something really unique," highlighted Joshi. Overcoming all the challenges to promote such a movie, Zee Studios came up with 'Bharat Salam'.

Hotel Mumbai by Zee Studios is a Hindi version of the English thriller 'Hotel Mumbai' directed by Anthony Maras. Joshi revealed, in terms of revenue, this Hindi version of the movie did 25% better than the English one. Despite being released only in 5 cities, the movie has made 8 crores until now. 

Owing to its huge Indian connect, the makers focused a great deal of 360 marketing on its target audience for the Hindi dubbed release. "The main objective and communication strategy of the campaign was to highlight the messaging of celebrating the unsung heroes and focus on the triumph of humanity. A marketing slogan that said – ‘Ordinary people, extraordinary courage’ and ‘Above and beyond their call of duty’ was given to honour the martyrs and survivors of the tragic incident," shared Joshi.

The film has opened to steadily growing box office figures in its opening weekend, earning Rs 4.81 crores despite a limited release in India. The Hindi release of the film has garnered massive contribution to the numbers owing to a strategic marketing campaign that the film's presenters in India Zee Studios had planned ahead of the film's release, 29th November.

Some of the highlights of this campaign were two original songs that were composed for the India release both penned and sung by prominent Indian musicians and singers. For further local connect, BPraak and Sunidhi Chauhan were roped in to sing along with Mithoon to compose the songs.

Joshi said that apart from this, radio channel tie-ups focusing on innovation where RJs highlighted stories of and gave tribute to unsung heroes from various walks of life, who have done heroic acts, as part of the film campaign.

"Similarly, digital campaign showcasing stories of such heroes was promoted for e.g Malhar Kalambe- the person who started the beach cleaning initiative, Anoop Khanna who started dadi ki rasoi where he serves food for only 5 rupees at rural areas were also honoured".

Since the film has been made internationally for India, especially the Hindi release, the trailer was made in Hindi and was launched ahead of the English trailer, two weeks ahead of the main campaign launch to market the film to a wider demographic. 

"Screenings were held in 5 cities in India where digital influencers were called to view the movie 10 days ahead. Interestingly, The Bharat Salaam campaign resulted in a reach of over 50 million," explained Joshi.

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