Work That Sets Us Apart

The popular assumption around ‘Sanju’ was that it chronicled Bollywood star Sanjay Dutt's various brushes with the law. However, the underlying theme of the movie was diametrically opposite to audience perception. At its core, ‘Sanju’ is based on a father-son relationship that saw several ups and downs, but stood the test of time. This lesser known aspect is what we wanted to bring to our audience’s notice.

The popular assumption around ‘Sanju’ was that it chronicled Bollywood star Sanjay Dutt's various brushes with the law. However, the underlying theme of the movie was diametrically opposite to audience perception. At its core, ‘Sanju’ is based on a father-son relationship that saw several ups and downs, but stood the test of time. This lesser known aspect is what we wanted to bring to our audience’s notice.

We started by pulling off the impossible! We convinced the movie’s lead actor Ranbir Kapoor, who had thus far refrained from using social media, to exclusively take over Fox Star Hindi’s Twitter handle. While we launched #JaaduKiJhappi – a hashtag driven campaign on Father’s Day exhorting all fans to share videos of them hugging their dads, Ranbir Kapoor came live for the first time ever and thanked fans for their participation. The campaign organically trended for globally on Father’s Day, generating massive buzz around the movie.

We further amplified engagement on social with activities such as #SanjuKiBoli, where we asked fans to share the movie’s dialogues using Dubsmash. We also launched a Sanju filter on Facebook, encouraging users to share their Sanju look.

A post campaign brand study revealed that we achieved: