Background

• Bollywood Diaries is a Hindi movie about the passionate struggles of aspiring actors
• Received various Indian and International accolades including Dadasaheb Phalke award
• Wanted to target people who aspire to get into Bollywood, as they would relate to the film

Objective

• Target a niche audience of aspiring Bollywood actors and make them aware about the film

Campaign Details

• Asked people to share their “Bollywood Diaries” to win a chance to appear in a film
• Created a campaign microsite where participants could upload Dubsmash and video entries
• Made a video with Raima Sen, who played one of the leads in the film, explaining the campaign
• Further interacted with aspiring actors directly and made a vox-pop video
• Used social media to extensively amplify the campaign within the targeted niche

Results

• Got 2000+ video entries in a 10-day span of the campaign
• Strong awareness within a relevant audience, which converted to demand for the film
• Most people emailed us later asking for DVDs of the film