Sriram Raghavan’s much-anticipated film ‘Merry Christmas,’ starring Katrina Kaif and Vijay Sethupathi, takes a unique approach to marketing by merging on-ground innovation and social media excitement. The film marketing unit of TheSmallBigIdea recently executed a promotional drive for “Merry Christmas.”
Utilizing guerrilla marketing strategies, the team strategically positioned volunteers adorned with ‘Merry Christmas’ branding in various cities across the country. These volunteers held up signs featuring the movie’s release date, generating excitement and curiosity among pedestrians and onlookers.
Sharing thoughts on the campaign, director Sanmesh Sapkal said “Our goal was to turn the unconventional release timing of Merry Christmas into a marketing advantage. By hijacking the festive season, we not only created buzz but also made the film an integral part of the Christmas celebration. It’s about thinking outside the box and creating memorable experiences for our audiences.”
Delayed Debut
Initially slated for release in 2021, ‘Merry Christmas’ faced production setbacks due to the pandemic. Finally hitting theaters on January 12, 2023, the film marks the debut of Katrina Kaif and Sriram Raghavan in Tamil cinema.
80s Nostalgia
The movie strategically integrates 80s aesthetics, music, and ambiance, evident in its trailer, songs, and promotional material. It successfully taps into the nostalgia associated with the era, creating a distinct vibe for the audience.
Social Media Buzz
Utilizing the vast social media following of lead actress Katrina Kaif (79.2M on Instagram), the marketing team repurposes movie clips, sharing them strategically to generate anticipation. Various texts in the openings of these clips focus on specific elements, maintaining audience engagement.
CGI and AI Elements
In a tech-savvy move, the marketing team incorporates CGI and AI trends. A mixed-reality video, featuring CGI elements, was shared on social media, while AI-generated imagery showcased the cast in a unique Christmas-themed background, adding a touch of innovation to the campaign.
Music as a Key Player
The film’s music, composed by Pritam, is highlighted through strategic releases and teasers. Songs like the title track and ‘Teri Nazar Toofan’ (‘Anbe Vidai’ in Tamil) are launched simultaneously, creating anticipation among the audience.
Guerilla Marketing
To amplify on-ground presence, volunteers donning ‘Merry Christmas’ branding strategically promote the film in cities across India. This guerilla marketing strategy, coupled with an Instagram takeover by Tips Films, aims to captivate audiences in an interactive and distinctive manner.
Press Conference and Interviews
The promotional activities include a Mumbai press conference featuring the cast, director, and producers. Additionally, the lead actors participate in interviews on popular YouTube channels, sharing insights into the movie-making process and building excitement among viewers.
Conclusion
‘Merry Christmas’ stands out not just for its stellar cast and direction but also for its innovative and multi-faceted approach to movie marketing, blending traditional and modern strategies to create a lasting buzz in the minds of audience.
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