To craft a digital experience aimed at amplifying the desire of Gen Z to rush to cinema halls and watch ‘URI – The Surgical Strike’.
The Human Lens
‘Uri – The Surgical Strike’ is based on a real life incident. It involved Indian para-commandos on a ground breaking mission to defeat the terrorists. The setting of the movie lent itself to an action packed gaming idea as both rely on teamwork, precision, survival skills and strategy. And, given the exponential growth that mobile gaming was witnessing in India, this felt like a match made in entertainment heaven.
How We Shaped Behaviour
We decided to give the Gen Z a taste of the ‘real battle’ by tying up with PUBG in what was India’s first movie integration with the popular gaming platform. We created a unique battlefield, giving every millennial with a mobile a chance to conduct their own surgical strike. We also got some of India’s finest PUBG champs to participate in the event, along with the film’s leading star Vicky Kaushal.
The whole activity was divided into three parts culminating with the day of the ‘surgical strike’ that saw Vicky going head-to-head with all but 4 chosen teammates for three rounds on the battle field. The entire activity was also live streamed for fans across the country generating tremendous buzz around the movie.
The Success Story
A post campaign brand study revealed that we achieved:
300,307+ live stream
Views within an hour
Under 48 hours
Across social media