~The campaign captivated audiences nationwide both on-ground and digital~
28th December, 2023; Mumbai, India:
In a groundbreaking marketing move, TheSmallBigIdea’s film marketing division took Christmas branding in cities nationwide by storm to promote the highly anticipated film starring Katrina Kaif and Vijay Sethupathi, titled ‘Merry Christmas.’ The team employed unconventional guerrilla marketing tactics, with volunteers strategically placing themselves under many ‘Merry Christmas’ branding in the city. Armed with placards displaying the movie’s release date, the #MerryChristmasTakeover, on-the-ground campaign caught the attention of passersby and created a buzz around the film.
Taking the promotion to the digital realm, the Instagram handle of Tips Films orchestrated a social media takeover by hijacking posts from other brands. Leveraging the generic holiday wishes of ‘Merry Christmas’, the film seamlessly integrated itself into the festive narrative, creating a unique and engaging promotional strategy. This innovative approach not only utilized physical media assets around the city but also extended its reach to the digital medium, ensuring maximum visibility for the film.
Moreover, as the world shared their Christmas party moments on social media, Team Merry Christmas joined in the fun. Leveraging the power of AI, TheSmallBigIdea infused playful elements from the movie, such as teddy bears and origami, into twisted party pictures featuring the movie’s cast, resulting in a celebration that seamlessly blended the joy of Christmas with the excitement of the upcoming thriller.
Commenting on the campaign, Sanmesh Sapkal, Director – Key Accounts, TheSmallBigIdea, 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.”
TheSmallBigIdea’s film marketing division has been the leading digital marketing partner for most films in the Hindi film industry. In 2023, the digital marketing agency successfully executed innovative campaigns for films like Rocky Aur Rani Kii Prem Kahani, Tu Jhoothi Main Makkaar, and Bholaa among others. Renowned for their unique storytelling approach and insightful audience engagement strategies, they have become the filmmakers’ favorite choice. With a diverse client mix, they seamlessly balance work for traditional, technology, and entertainment sectors, creating synergies that enhance their overall impact.