- THE EXECUTION
- In a country where people live and breathe Bollywood, Zee Bollywood’s digital strategy leveraged the power of social media to connect with Shuddh Bollywood fans.
- The Social Media Strategic Pillars were as follows:
- a. Create a definite visual identity
- Since there are a lot of other Bollywood channels covering the same movies and stars, our challenge was to create a clear differentiation on social media platforms. While the choice of movies and messaging was one filter, visual experience was another. We used cinemagraphs with a classic Bollywood paint effect to make our page stand out.
- b. Create content around dialogues/scenes
- From ‘Mogambo khush hua’ to ‘Yehdhai kilo ka haath’ to ‘Main apnifavourite hoon’, a Bollywood fan never misses an opportunity to use a Bollywood dialogue.
- We created a dubstep property of our own called “Shuddh Bolly Mixes” where we used iconic dialogues of various Bollywood actors.
- We created a pool of filmy memes connecting dialogues and real life situations and liberally scattered it through our social media pages.
- We covered every major milestone and topical content with a quirky twist.
- Content buckets such as traits of a typical Bollywood fan, guess the movie, polls, comparisons, Shuddh Bollywood Dictionary ensured that the engagement on the page remained high.
- c. Create content around popular characters
- We created content around characters that our fans love. This ensured that the interactions on the pages always remained high.
- Our main USP was the Zee Bollywood GIPHY channel which hosted scores of filmy reactions and memes for the Shuddh Bollywood fans.
- FromShah Rukh’s Romance to Sridevi’snautanki, our gifs had all sorts of dialogues and situations covered!
- Because of the platform integration benefit of Giphy, people could readily access these gifs on their FB, Twitter as well as WhatsApp account and could use those in their posts or chats.
- The account’s popularity skyrocketed so much so that it managed to receive 4.8 million impressions.
- All in all, Themasalon se kootkoot ke bhara content was fun, exciting and 101% Shuddh filmy, tailored specifically for a Shuddh Bollywood fan.
- THE CONCLUSION
- The filmy madness deeply resonated with the fans as was reflected in the fact that Zee Bollywood overachieved the targets and debuted with 68 GRPs,ranking 4th in the Hindi Movie Channel Category!
- It achieved the following numbers in over 45 days of the launch period
And infinite shuddh Bollywood Pyaar across all social media handles!