| 5 minutes read

5 minutes read

Marketing Strategies Of ‘The Zoya Factor’

| Published on October 3, 2019

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.

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.

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.

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.

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

2. Sony TV

3. Radio Mirchi

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.


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