The silver screen was recently hit by a Sonam Kapoor starrer The Zoya Factor where the lead actress is been seen playing the role of an advertising executive and staying true to its reel role the actress indeed advertised her latest release in a trendy way.
The movie which revolves around the life of Zoya who finds herself being considered a good luck charm for the Indian cricket team during the World Cup is adaptation of Anuja Chauhan’s book published in 2008 of the same name.
Here’s how The Zoya Factor made it big with its movie marketing
The Pre-Buzz Factor
Creating curiosity is the best strategy. To create a pre-buzz for their movie “Zoya” was introduced as India’s lucky charm, indicating that the identity of this charm would be revealed on the August 22 leaving people excited and curious.
The Teaser Factor
The Zoya Factor’s teasers were more or less a series of teleshopping ads that sells the ‘Zoya Kavach’, with no mention of the movie apart from a ticker on the bottom stating the release date of the trailer.
The Trailer Factor
The trailer did not only successfully garner millions of views but was praised by various notable personalities on Twitter.
Just watched the trailer of 'The Zoya Factor'.
All the best to my good friend @AnilKapoor’s daughter @sonamakapoor & @dulQuer for this movie. 🙂— Sachin Tendulkar (@sachin_rt) September 11, 2019
https://twitter.com/TheFarahKhan/status/1167018684172394496
https://twitter.com/karanjohar/status/1167009827312361472
Looks super!!! Good luck team #thezoyafactor … @sonamakapoor @dulQuer 💥 https://t.co/1MxmWlil1a
— Neha Dhupia (@NehaDhupia) May 23, 2019
The Association Factor
As a part of their marketing and promotional activities The Zoya Factor collaborated with various brands scattered across diverse industries such as gaming, decorative paints, cinema and more.
1. Bumble India
Bumble India an online dating app offered a dream date with Zoya Solanki Aka Sonam Kapoor along with Dulquer Salmaan to new and existing users upon matching with The Zoya Factor profile card in the Bumble app on Date, BFF or Bizz mode.
2. Paytm First Games
Paytm First Games offered cashback and a chance to meet the lead in the movie, upon downloading the app. It also later amplified the campaign and offered free tickets to the movie.
Excited for the #TheZoyaFactor? 😄
Get a chance to meet the star cast of The Zoya Factor @sonamakapoor and @dulQuer in Mumbai!🤝
Just download Paytm First Games app & also get Rs. 50 cashback on @Paytm movie tickets.
— First Games (@FirstGamesIN) September 17, 2019
Win FREE couple movie tickets to the @sonamakapoor and @dulQuer starrer #TheZoyaFactor! 😊
Deposit Rs. 5000 or more in #Rummy & win that chance. Hurry! 🙌
— First Games (@FirstGamesIN) September 19, 2019
Want to watch #TheZoyaFactor in cinemas? 😊
Play #Rummy on Paytm First Games app & win FREE movie tickets. Hurry!⏰
— First Games (@FirstGamesIN) September 17, 2019
3. Nerolac Paints India
Nerolac Paints India came together with The Zoya Factor while blending each others’ colors to paint a colourful campaign.
4. PVR Cinemas
PVR Cinemas held a contest by theming it around weird cricket superstitions and offered the winner a chance to meet the star-cast of #TheZoyaFactor.
#ContestAlert #Retweet #YourLuckyCharm
Didn’t get up from your lucky seat during a cricket match?
Everybody’s been there and done that! Tell us your weirdest cricket superstitions in the comments and stand a chance to meet the star-cast of #TheZoyaFactor. @sonamakapoor pic.twitter.com/IHJym5FOAo
— P V R C i n e m a s (@_PVRCinemas) September 17, 2019
They look shocked! But why do you think?
Caption the picture in the comments below!
Don’t forget to catch #TheZoyaFactor at your nearest #PVR, releasing tomorrow! @sonamakapoor @dulQuer @foxstarhindi pic.twitter.com/1jJcneDjgW
— P V R C i n e m a s (@_PVRCinemas) September 19, 2019
5. Clove Dental
Clove Dental also held a social media contest where people could participate by sending a smiling selfie with a nimbu-mirchi in the frame and win movie tickets as a prize.
#ContestAlert – Spot a 'Nimbu Mirchi' anywhere & take a Smiling Selfie with it. Stand a chance to get movie tickets to the The Zoya Factor!
Tag @Clove_Dental , #TheCloveFactor & #TheZoyaFactor and also tag ur friends.
DM for more details.#CloveDental #SonamKapoor pic.twitter.com/80iGnRNuDW— Clove Dental (@Clove_Dental) September 13, 2019
6. Pepsi
In association with the movie, ‘Pepsi Ki Kasam’ was launched, with a few ‘subtle’ product placements in the video and lyrics, with the lead actors grooving on the track.
The Vlog Factor
Who doesn’t love a good candid! Sonam Kapoor created a series of vlogs for her Instagram IGTV and Youtube to show the behind-the-scenes of her movie promotions. The idea was a hit with each vlog getting over 8-10 lakh views. The actor posted on vlog each day until the movie launch.
The Celebrity Factor
The movie also ran a campaign #WhatsYourLuckyCharm where A list celebrities were seen sharing about their lucky charms. The viewers were also encouraged to participate.
The Other Factors
The movie was also promoted through various offline activities, press meets, appearances on popular shows and more on TV & Radio too.
1. Zoom TV
"These are things we strictly do not put up with. Even if someone's rude to any girl working on the set, I think we should be that much more extra careful." @dulQuer.Catch #TheZoyaFactor stars @sonamakapoor in conversation with @rudrani_rudz on #ETownNews tonight at 9:30pm pic.twitter.com/S28OBwsJ7W
— @zoomtv (@ZoomTV) September 10, 2019
2. Sony TV
It’s always mad-fun at @kapilsharmashow and this time it was off the charts! Thank you for inviting us @kapilsharma. Team #TheZoyaFactor had an amazing time. Don’t forget to tune in this Sunday at 9:30 PM.@dulQuer #AbhishekSharma @Pooja__Shetty @aartims @foxstarhindi pic.twitter.com/3AgzF07fSG
— Sonam K Ahuja (@sonamakapoor) September 14, 2019
3. Radio Mirchi
The star cast of #TheZoyaFactor, @sonamakapoor & @dulQuer are here to bring glitz and glamour to the Mirch Studio!#BollywoodCelebrity #Celebrity #Celebs #SonamKapoor #DulquerSalmaan #MirchiCelebs #FridayFeeling #FridayMotivation #FridayVibes pic.twitter.com/ZafDeVR1nh
— Mirchi Plus (@mirchiplus) September 13, 2019
The Sonam Factor
Sonam Kapoor enjoys a strong social media presence with millions of followers on her social media channels which is why the whole promotional campaign was primarily rolled out on her social media handles.
