To promote the world television premier of the movie Haider
Haider was a very serious film and the campaign had to be light hearted so that the audience could easily connect to it.
THE CREATIVE IDEA
The idea was to use the word “Chutzpah” which was used in the film and build a quirky campaign around it.
A vox pop was held to ask people if they knew the meaning of the word “Chutzpah”.
Since the word “Chutzpah” was used in the film to define audacious but foolish acts, an award show titled “Chutzpah Awards” was uploaded on YouTube which satirically awarded known personalities and/or organisations whose acts resembled the meaning of “Chutzpah”.
The campaign was trending on twitter for more than 7 hours and was the second most trending hastag. The campaign also brought in a decent number of new followers.