Top Story

Home >> Marketing >> Article

Fukrey makers poke pun at ad platforms in a fun campaign

27-November-2017
Font Size   16
Fukrey makers poke pun at ad platforms in a fun campaign

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.

Telugu daily Sakshi has completed a decade in the newspaper industry. Group's Director-Advertising and Marketing talks about the newspaper's journey so far

The MD of Sai Estate Consultants, Chembur, on their marketing strategy, adopting a carpet bombing approach, response to the Wajood app and why he now allocates maximum of his marketing spends on digital

Prachi Mohapatra on fbb’s latest campaign, one-year after going omni-channel, and its growing reliance on content marketing

The marketing head of Greenpanel on marketing approach and how the company is working towards educating consumer about MDF

right
left
INDUSTRY VETERANS ADDRESS ATTENDEES AT THE INMA SOUTH ASIA MEDIA FESTIVAL @DELHI RADIO CITY RECOGNIZES BUSINESS ICONS AT DELHI ICON AWARDS 2018 KARAN THAPAR & SHEKHAR GUPTA DISCUSS JOURNALISTIC ETHICS AT THE PRINT’S ‘OFF THE CUFF’ WOMEN ECONOMIC FORUM AWARDS 2018 RECOGNIZE WOMEN LEADERS OF THE DECADE THE 6TH EDITION OF IAA AWARDS RECOGNIZES THE WORK OF INDUSTRY PROFESSIONALS 11 INDUSTRY EXPERTS PRESENT  THEIR FAVOURITE DIGITAL CASE STUDIES @AD CLUB’S ‘D-CODE BUSINESSWORLD LAUNCHES 14TH EDITION OF MARKETING WHITEBOOK IN MUMBAI INDUSTRY VETERANS CHEER AS ADMAN AMBI PARAMESWARAN LAUNCHES NEW BOOK SPONG AAAI HONOURS VETERAN ADMAN RAM SEHGAL WITH THE 2018 LIFETIME ACHIEVEMENT AWAR PITCH TOP 50 BRANDS 2018 AWARDS COMPANIES WITH BEST MARKETING PRACTICES TEAM BBDO ORGANIZES AJAI JHALA’S FAREWELL WITH FRIENDS & ASSOCIATES RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS

#ShineWithBBLUNT campaign promotes at-home high shine crème hair colour range Salon Secret

The public can make contributions to government account number 10210100412397. IFS Code is FDRL0001021.

Your weekly news roundup, a summary of some of the stories to keep an eye on