The success of a movie or web show depends on the quality of its content. But its success also depends on how that movie or web show is marketed.
The creative production houses that carry out these marketing activities and create content around the films play a central role in the public interest.
“The only way movie marketers can keep creating winning strategies is to unlearn everything,” said Rishabh Khatter, studio manager, The Rabbit Hole.
“Audiences have undergone a transformation where they enjoy content that doesn’t sell too much. One of the most critical aspects of film marketing is understanding the pulse of the film and what makes it unique to audiences. This is probably why films like Pagglait take center stage. The simple yet mature nature of the film, combined with the marketing strategy focused on ‘women taking charge of their lives’, was well received by audiences. The calm narrative of the force was reflected in the promotions, ”he said.
Khatter believes that the accelerated digital transformation, the influx of mature audiences, the dramatic changes in budget optimization and the evolving narrative of films and series in the country have widened the network of opportunities for marketers. of films.
Today, they have a plethora of options at their disposal such as memes marketing, reels, Twitter, macro-micro-nano influencers, original content videos, and more. Innovative concepts create an environment of stronger resonance with the audience. He also said it’s important to gauge the pulse and theme of the film and connect with audiences with a good mix of social media, which will lead to building a loyal community.
Movies today build audience engagement even before launch, and it’s all about aligning the right set of content beats that strongly lead to the movie’s launch date.
“There’s no one way to do this. It’s about taking advantage of the film’s theme and creating curiosity in and out of the world with a mix of strategic announcements and editorial rhythms. This mix and this balance is essential to maintain, ”he said.
Even an influencer community plays an important role in the movie marketing mix.
He said working with influencers is done with two different goals in mind: one is to educate about content that already exists on the platform, like what Rabbit Hole is doing with Behensplaing – the weekly review show. of films hosted by Kusha Kapila and Srishti Dixit, where they give a behen take on the title already on Netflix.
The other is to launch a larger network of influencers to tap into their followers to publicize an upcoming film. Here, he said processing content and creating authentic pieces for who they are and why followers engage with them is essential.
The agency has created remarkable branded content for various top brands and films.
For his latest film marketing campaign, Jagame Thandhiram, the Tamil movie from Netflix, he had to think big to get mass attention to Tamil cinema and reach Dhanush fans.
His campaign paid homage to traditional film marketing with a 40-foot cutout of Dhanush and had a graffiti artist recreate the poster for the film. In addition, Tanmay Bhatt reacted to the trailer for the film which caught the attention of the masses.
For another Netflix film ‘Haseen Dillruba’, which is a murder mystery (in which Aditya Srivastava aka Inspector Abhijeet of CID fame plays the investigating officer), he created “The Ultimate Kaunspiracy” and took advantage of the popularity and the audience’s nostalgic connection to the show to recreate entertaining editorial content.
It made way for some organic conversations and a lot of looks at the upcoming movie. This led to a whole bunch of won media for the title.
Khatter said branded video content is a dynamic space and the agency is constantly evolving to respond to the pulse of the brand’s audience.
Further, he said, “Our clients believe in our ability to execute our bold case because we not only create great brand love ads, but we also achieve business goals.”
The agency also conducted several content campaigns for brands
To ensure that his work is done methodically and is authentic to behaviors and cultural ideas, he goes so far as to call on consultants to help the agency with his projects.
For example, for his Tinder’s Pride Day campaign that helps people understand the LGBTQ community in a simple conversational way, Khatter said he achieved this through information he received from consultants.
Apart from this, as the format and consumption of content evolves, it becomes increasingly imperative for brands to create content that is non-intrusive in nature and to spark conversations with audiences to educate or entertain them.
And to achieve that, he said, “The content has to be persuasive to keep them hooked on screen. With so much content available to the consumer, it’s important that your branded content creates positive brand sentiment with audiences. The same can also lead to better sales.
“Consistency of content and consistency of treatment help build ‘brand love’ with all target audiences. “Brand love” is a clear indication of a loyal community you are building that ultimately impacts a brand’s bottom funnel and when you make “brand love” an appropriate measure. to follow, coupled with performance media, it’s just gold as an approach, “he added.
Asked how the success of any branded content also depends on the brands brief and goals, he said it was a unifying document between the brand and the agency. When brands define the action they want consumers to take through a unified message that they want to communicate, to achieve a clear promised benefit, it makes the agency’s job easier. There is a clear direction of concentration.
“The underlying trust that exists between the two parties is essential in determining the success or failure of a campaign. It is imperative that the agency does not let itself be swayed by creative freedoms while suggesting ideas and going above the end goal. On the part of the brand, there is a need for them to treat agencies as partners and to be convinced that they are all focused on achieving the brand goal. It instills a sense of purpose and ownership as content creators. A lot can be achieved through experimentation and a brand’s willingness to explore new concepts and ideas, ”he added.
He is convinced that the relationship between brands and agencies has undergone a major transformation, with most brands treating them as “consultants” rather than just execution machines.
Marketing strategies are becoming increasingly complex in terms of data, technology, creative ideation, and execution. As the two strive to stay one step ahead and deliver solutions that showcase innovative thinking, he said, “The brand-agency relationship has evolved into that of ‘business partners’. . Empathy and an underlying sense of trust and partnership is an asset for all stakeholders. “