Chatbot Archives - MARKETING JOURNO

‘Sri Thenandal Films’ pushes the envelope with Digital Marketing for ‘Mersal’

By Dhileepan | August 15, 2017

'Mersal' Vijay — **‘Sri Thenandal Films’ pushes the envelope with Digital Marketing for ‘Mersal’**

It’s always been interesting to watch film production houses leveraging the digital space to offer a personalized experience to their target audience. With their 100^th movie ‘Mersal’, in pipeline for a grand audio launch on 20^th of August, Sri Thenandal Films aka TSL (makers of ‘Mersal’) have come up with a unique and interesting promotional strategy for the movie.

A chatbot to create personalized movie posters:

Along the lines of utilization of interactive chatbots for movies such as ‘Kaabil’, ‘M.S.Dhoni’, ‘Jolly LLB 2’, ‘Badrinath Ki Dulhaniya’, ‘Baahubali 2: The Conclusion’ and ‘Jab Harry Met Sejal’, TSL has introduced a chatbot for ‘Mersal’ using which their audience could create personalized Mersal posters. Sri Thenandal Films, in association with ICONICbot (a tech start-up cofounded by the Indian film actress cum producer, Vishaka Singh and ex-IBMer, Sandesh B Suvarna), has launched the chatbot that could be accessed by messaging in the official Facebook page of Sri Thenandal Films or on its messenger.

Target audience rejoicing the outcome of the strategy:

With Vijay – an iconic Indian actor who enjoys a huge fan base – on board for ‘Mersal’ and the movie being TSL’s 100^th movie, what better circumstance than this could get TSL to implement the AI technology! As expected, the fans seem to love the outcome of this strategy a lot. In the social media accounts of TSL, the information regarding the chatbot was shared with the hashtag, ‘#MyMersalPoster’. Following suit, the fans have been sharing their customized Mersal posters under the same hashtag.

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Complementary factors of the strategy:

The chatbot’s launch date i.e. 15^th of August sounds ideal as the corresponding day is a pan-India holiday. Also, the regional movie influencers have propagated the news, about the chatbot launch, to their respective followers.

Chatbots of ‘Baahubali 2: The Conclusion’ and ‘Jab Harry Met Sejal’ VS Chatbot of ‘Mersal’:

Unlike the predominant feature of the chatbot of ‘Baahubali 2: The Conclusion’ that offered the people an opportunity to take part in an interactive quiz and that of the one for ‘Jab Harry Met Sejal’ that offered the audience to indulge in an immersive chat experience, the chatbot of ‘Mersal’ has been restricted with the creation of Mersal posters as of now. We have to wait to know from the makers regarding the inclusion of new features to the ‘Mersal’ chatbot.

So, that’s it with the write-up on the Digital Marketing Strategy of Sri Thenandal Films for ‘Mersal’. Hope you liked reading the article! Let me know your opinion in the comments section!

Red Chillies Entertainment’s notable Digital Marketing efforts for Shah Rukh Khan-Anushkha Sharma’s ‘Jab Harry Met Sejal’

By Dhileepan | July 20, 2017

Jab Harry Met Sejal - Shah Rukh Khan and Anushkha Sharma — **Red Chillies Entertainment’s notable Digital Marketing efforts for Shah Rukh Khan-Anushkha Sharma’s ‘*Jab Harry Met Sejal*’**

As far as my knowledge goes, right after ‘Ra.One’, it has been the case with most movies of Shah Rukh Khan-Gauri Khan’s Red Chillies Entertainment, where their marketing efforts have been as notable as the themes of the movies. With Red Chillies Entertainment’s next, ‘Jab Harry Met Sejal’ being scheduled for a release on 4^th August, 2017, I tried gathering information regarding the marketing strategies deployed for the movie. As a result, I have come up with this article that briefs about a couple of Digital Marketing strategies applied for the movie.

1. An interactive chatbot rendering an immersive experience:

Along the lines of utilizations of chatbots for movies such as ‘Kaabil’, ‘M.S.Dhoni’, ‘Jolly LLB 2’, ‘Badrinath Ki Dulhaniya’ and ‘Baahubali 2: The Conclusion‘, Red Chillies Entertainment have come up with an interactive chatbot to offer an immersive experience to their audience.

The chatbot has been designed in such a way that the people can get to interact with the character, Harry played by Shah Rukh Khan in the movie.

The features that this chatbot offers are more than just generic conversations. In its likeable interaction, the chatbot provides an intro about the characters, Harry and Sejal (Anushkha Sharma) from the movie and then offers us three engaging 37-second clips – which the makers call as ‘mini trails’ – from the film.

Also, using the chatbot, people can create customised posters, participate in a travel based personality quiz, watch songs from the movie and win exclusive merchandise.

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2. Very own Facebook camera effect for ‘Jab Harry Met Sejal’:

‘Jab Harry Met Sejal’ is one among the few films in Bollywood, to have their very own Facebook camera effect.

By accessing camera effects by swiping left on their Facebook profile, people could make use of the JHMS (Jab Harry Met Sejal) effect. Using this provision, people could click a picture or shoot a video and share the same in their story or Facebook profile in ‘Harry & Sejal’ style.

Those are the two Digital Marketing strategies that Red Chillies Entertainment has deployed for ‘Jab Harry Met Sejal’. Wish the marketing efforts of the Khan couple, to establish a ‘connect’ between their film and the digital audience, pays dividends with their movie’s result at box-office!