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The '<keyword id="151503" type="General" weightage="50" keywordseo="mozart" source="Orion">Mozart</keyword> of Madras' celebrates his 56th birthday today. Known for bringing a revolution to the music of Indian cinema with his unique composition style, A.R. <keyword id="11852" type="General" weightage="100" keywordseo="rahman" source="Orion">Rahman</keyword> has indeed shown the way forward to the Indian film soundscape. In his illustrious career spanning over 3 decades now, the legendary <keyword id="6356629" type="General" weightage="50" keywordseo="tamil" source="Orion">Tamil</keyword> music composer has not only created memorable hits in Indian films but has also made his mark on world music with a number of his international projects appearing in Hollywood, Chinese and Middle-Eastern cinema as well. As our beloved musical genius rings in his big day, let us take a look at some of his most interesting musical masterpieces for international projects, which exemplify his prowess as a world musician. JAI HO This lively and upbeat musical number from the British film '<keyword id="32892" type="General" weightage="50" keywordseo="slumdog-millionaire" source="Orion">Slumdog Millionaire</keyword>' was an Indo-Hispanic fusion anthem with a global spirit. The song, which won Rahman an Oscar and a Grammy Award, featured the soaring vocals of singers Sukhwinder Singh, Vijay Prakash and Mahalakshmi Iyer, along with a Spanish portion performed Tanvi Shah. WARRIORS IN PEACE This harmonic and orchestral piece was composed by Rahman for the Chinese film 'Warriors of Heaven and Earth'. Sung originally by the 'Queen of C-Pop' Jolin Tsai in Mandarin, the song also has an English version sung by Tamil singer Sunitha Sarathy, and a Hindi version by <keyword id="143" type="General" weightage="50" keywordseo="bollywood" source="Orion">Bollywood</keyword> playback singer Sadhana Sargam. The mellow yet intense tune showcases Rahman's ability to transcend borders and languages with his music. MY MIND IS A STRANGER WITHOUT YOU This bilingual romantic duet from the American film 'The Hundred-Foot Journey' shows the effortless ability of Rahman to fuse various musical cultures. This acoustic guitar and piano-heavy track features the Academy Award-winning composer singing in Hindi with perfectly complementing vocals by opera singer Solange Merdinian in French. IF I RISE A duet with pop singer Dido, this number from the Hollywood flick '127 Hours' evokes feelings of peace and motivation in its lyrics and sound. Featuring the duo crooning over a soft, slow-tempo instrumentation with a children's choir at the end, the song is a brilliant example of Rahman's ability to combine various elements to make a single musical masterpiece. WE COULD BE KINGS This bright and peppy number from the Disney film 'Million Dollar Arm' features Rahman singing complex Indian sargams accompanied by Scottish singer KT Tunstall to create a song that can best be described as a 'desi twist' to a pop melody. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/why-mcdonalds-is-going-big-even-as-pizza-hut-and-other-rivals-slash-store-sizes/articleshow/96782982.cms">Delivery versus dine-in: Why McDonald's is going ‘big’ even as rivals slash store sizes</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/news/tiktok-now-allows-users-to-find-specific-parts-of-videos/articleshow/96784557.cms">TikTok now allows users to find specific parts of videos</a>

Five AR Rahman songs that went on to become global hits

<a href="http://www.businessinsider.in/On-her-30th-birthday-here-are-5-reasons-why-Deepika-Padukone-ruled-our-hearts-in-2015/articleshow/50454380.cms">After Deepika Padukone</a>, it’s time to celebrate the birthday of one of the most celebrated music composers in the world - Mr AR Rahman, also called the ‘Mozart of Madras’. We are talking about a man whose <a href="http://www.businessinsider.in/searchresult.cms?query=music+talent+">music talent</a> has not just inspired India, but has transcended international boundaries with its versatility and dynamism. 
 From composing some of the best patriotic songs to singing heart-breaking, partying type songs and a few superhit Bollywood numbers, Rahman’s journey starting from Roja to <keyword id="119410" type="UNKNOWN" weightage="100" keywordseo="Tamasha">Tamasha</keyword> has been absolutely splendid. Reminding us exactly this is <keyword id="901086" type="UNKNOWN" weightage="100" keywordseo="Voctronica">Voctronica</keyword>, India’s first all-vocal orchestra, who have come out with an acapella medley featuring the most famous songs of Rahman (in Hindi, Tamil and English) in a special video to pay this musical legend a tribute on this special occasion. 
 
The description of the video reads: "Our heartfelt tribute celebrating the musical experience that is AR Rahman. We've mashed up some of our favorite and memorable tunes from his infinte playlist into a ‪#‎voctronicised evolution of the master himself." 
 
The beautifully sung composition takes us down the memory lane with 1990s classics like Yeh Haseen Wadiyan from Roja, Kena hi kya from Bombay, Mustafa from Prema Desam, Kya Kare ya na kare from Rangeela, Oh Bhavre from Daud to evergreen hits like Ghanan Ghanan from Lagaan, Satrangi re from Dil Se, Ramata Jogi from Taal and other award-winning numbers from Yuva, Saathiya, Jodhaa Akbar, Gjajini, Delhi-6 among others. However, it is Slumdog Millionaire that brings the video to a beautiful and perfect conclusion. 
 
The real charm of this video that has become a rage on the internet is in watching it. <a href="https://www.youtube.com/watch?v=xGSM9h6EpwU">If you haven’t yet, check it out!</a> 
 
 
 
 
 
(Image and video credits: In.com, Youtube)

This 4-minute medley of AR Rahman’s iconic
songs is the perfect tribute to this maestro on his birthday!

<keyword id="31278" type="General" weightage="20" keywordseo="Lata-Mangeshkar" source="Orion">Lata Mangeshkar</keyword>, India's most loved singer who had once moved Pandit Jawaharlal Nehru to tears, leaves behind a teary-eyed nation of admirers who grew up listening to her immutable voice give wings to the words of poets and the screen careers of legions of heroines. India's Melody Queen, who also composed music for Marathi films and was a producer as well, and had the distinction of being conferred with the highest civilian honours of India and France, passed away on Sunday morning at the Breach Candy Hospital in Mumbai, where she had been admitted because of Covid-related complications on January 11. Lata Didi, as she was known among her family and followers, was 92 and is survived by her siblings -- playback singer and composer Meena Khadilkar, popular singer and restaurateur Asha Bhosale, singer <keyword id="146736" type="General" weightage="20" keywordseo="Usha-Mangeshkar" source="Orion">Usha Mangeshkar</keyword>, and music director Hridayanath Mangeshkar. She never married, but was close to the late Raj Singh Dungarpur, the aristocratic former cricketer and President of the Board of Control for Cricket in India (BCCI) from 1996 to 1999. One of India's most loved voices, Lata Mangeshkar was the recipient of three National Film Awards, seven Filmfare awards, and of course, the Dadasaheb Phalke Award in 1989. She was conferred the Bharat Ratna in 2001, becoming the second singer after M.S. Subbulakshmi to be so honoured, and the French awarded her the Officer of the Legion of Honour. In 1974, Lata Mangeshkar became the first Indian to perform at the Royal Albert Hall, London. She had indeed come a long, long way since the time when the first song that she recorded for a film -- 'Kiti Hasaal' in 1942 -- was dropped in the final cut. Born in what was then the princely state of Indore on September 28, 1929, to the classical singer, Marathi theatre actor and writer of musical plays Deenanath Mangeshkar and his wife Shevanti (Shudhamati), Lata Mangeshkar was originally named Hema by her parents, but they later changed it to Lata after the character Latika from one of her father's musical plays. Lata Mangeshkar's association with the performing arts began when she was five and started appearing in her father's musical plays, and it continued even after her father's premature death in 1942, thanks to his good friend, the actor and director Master Vinayak (Vinayak Damodar Karnataki), who took the family under his wings. It was Master Vinayak who took Lata Mangeshkar to Mumbai, paved her way into the world of Marathi cinema, got her to take Hindustani classical music lessons from Ustad Aman Ali Khan of the Bhendi Bazaar Gharana, and introduced her to Vasant Desai, V. Shantaram's favourite music composer. But it was not until Master Vinayak's death in 1948 that the struggling singer-actor found the person whom she considered to be her "godfather" -- the music composer Ghulam Haider, who gave Lata Mangeshkar her first big break with the song 'Dil Mera Toda, Mujhe Kahin Ka Na Chhora' in the movie 'Majboor' (1948). It was her first big break. Haider took his protege to Shashadhar Mukherjee, the Filmistan boss now better known as Kajol and Rani Mukherjee's grandfather, for his film, 'Shaheed' (1948), but he turned her down because he found her voice to be "too thin". Lata Mangeshkar proved him oh-so wrong just a year later when her song 'Aayega Aanewaala', filmed on the gorgeous Madhubala in Kamal Amrohi's debut directorial, 'Mahal' (1949), became an ageless hit. And in one of life's delicious ironies, Mukherjee's grand-daughter lip-synced the 'Dilwale Dulhania Le Jayenge' song, 'Mere Khwabon Mein', which was sung by none other than Lata Mangeshkar, as well as the other numbers picturised on her and Shah Rukh Khan. Since 'Mahal', Lata Mangeshkar was courted by just about every music director of note -- from Anil Biswas to S.D. Burman (and his son Rahul Dev, whose first and last song she sang), Naushad (who had asked her to sing like the then reigning nightingale, Noorjehan), Madan Mohan, Shankar-Jaikishan, Laxmikant-Pyarelal (for whom she's said to have sung 700 songs in 35 years), and Kalyanji-Anandji. And she worked with every contemporary composer of note -- from Anand-Milind, sons of Chitragupt, with whom she had also worked, and Anu Malik, Sardar Malik's son, to Ilaiyaraaja and A.R. Rahman. It is said she worked with music directors from 13 states in her star-studded career. After Noorjehan moved to Pakistan, Lata Mangeshkar became the go-to playback singer for every film producer and music composer. She did not disappoint them. Lata Mangeshkar lent her voice to an endless succession of chart-topping numbers in Hindi cinema, from 'Allah Tero Naam' and 'Rangeela Re' to the 'Satyam Shivam Sundaram' title track, to 'Lukka Chuppi' in 'Rang De Basanti', apart from songs in Marathi (she also composed the music for several Marathi films in her 'Anandghan' avatar), Bengali, Tamil, Kannada, Malayalam, and Sinhala. In 1974, the Guinness Book of Records listed Lata Mangeshkar as the most recorded artiste in human history, stating that she had recorded "not less than 25,000 solo, duet and chorus-backed songs in 20 Indian languages" between 1948 and 1974. The claim was contested by her long-time rival, Mohammad Rafi, who claimed to have sung around 28,000 songs. After Rafi's death, the Guinness Book in its 1984 edition listed Lata Mangeshkar in its entry for 'Most Recordings', but it also recorded Rafi's claim. Later editions of the Guinness Book said Lata Mangeshkar had sung no less than 30,000 songs from 1948 to 1987. For 73 years, from 1943 to 2015, when she recorded her last song for a film (the Indo-Norwegian production, 'Dunno Y2...Life Is A Moment', which was all about gay love), Lata Mangeshkar commanded a fan following and an inimitable reputation with not many parallels in the Indian performing arts. The late Yash Chopra, who was one of Lata Mangeshkar's favourite directors, said in an article he had penned for BBC.com on the occasion of the singer's 75th birthday (not longer after she had sung the famous 'Veer Zaara' song, 'Tere Liye Hum Hain Jiye', with Roop Kumar Rathod): "I see God's blessing in her voice." We are blessed to have that voice live with us forever. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/ecommerce/news/aditya-birla-fashion-retail-d2c-unit-will-sell-ethnic-and-wedding-wear-from-top-designers/articleshow/89347587.cms">Birla has the best wedding suits stacked up and he wants them displayed on your phone</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/textile-cigarette-metal-and-electric-batteries-sectors-stocks-up-budget-day/articleshow/89346157.cms">Textile, cigarette makers and others sector stocks that rallied since budget speech</a>

Lata Mangeshkar, the ageless voice of India, passes away at 92

<ul><li><keyword id="2962484" type="PERSON" weightage="20" keywordseo="Mi-India">Mi India</keyword> launched the latest edition of its annual report ‘<keyword id="10631021" type="UNKNOWN" weightage="20" keywordseo="patchwall-replay-2020">PatchWall Replay 2020</keyword>’.</li><li>The report throws light on the latest insights and interesting trends from the <keyword id="350845" type="ENTERTAINMENT" weightage="20" keywordseo="Show-Business">show business</keyword>.</li></ul> Mi India in its annual trend report ‘<keyword id="10631022" type="UNKNOWN" weightage="20" keywordseo="patchwall-replay">PatchWall Replay</keyword> 2020’ revealed that there was a 161% increase in news views in 2020. The study evaluates the consumption patterns of over 5 million consumers across 25+ content partners and throws light on the latest insights and interesting trends from the show business. Mi India had introduced PatchWall on Mi TV’s in 2018. Designed specifically for the Indian market, PatchWall provides one of the largest content libraries comprising both Indian and global content partners. In 2020 alone, PatchWall witnessed over 14 billion interactions across different categories such as movies, TV shows, music, kids entertainment etc. From strict lockdowns to a roller-coaster of emotions, the year 2020 was entailed by unprecedented challenges. However, with the world going digital across entertainment, work, education, and communication, 2020 witnessed an immense growth in the media streaming landscape. After surveying 5 million consumers, Mi India’s PatchWall Replay 2020 details out all the trends that dominated the Indian OTT space in the last year. Commenting on the unveiling of the report, Eshwar Nilakantan, Category Lead - Mi TVs, Mi India, said, "Mi TVs have become an integral part of families and consumers’ lives and they further solidify Mi India’s leadership in the smart TV segment. Having sold over 5 million TVs, we not only understand the requirements of Indian consumers, but have also taken significant steps to address their needs. “Content first” has always been our Mi TV team’s philosophy and that led the company to introduce PatchWall on Mi TVs and since then, we have rolled out over 40+ features and extended partnership with 25+ content partners. We are happy to unveil PatchWall Replay 2020’, it throws light on what India watched in 2020, across all OTT platforms.” <cmsannotation type="cmsannotation" annotationid="From blockbusters to originals, content that trended" text="From blockbusters to originals, content that trended">From blockbusters to originals, content that trended</cmsannotation> While the pandemic put a halt on ‘Let’s go and watch a movie, it’s Friday’ in 2020, the love for movies among people didn’t subside. For a Friday release, PatchWall generated similar traffic as a housefull on a first day - first show across all 3k+ multiplex chains in India. There was a 2.5X increase in the number of people watching movies on weekdays as compared to 2019, making views increase by 97% in the movies category. Laxxmi, Dil Bechara, Angrezi Medium, Lootcase, Chhalaang, Khaali Peeli and Chintu Ka Birthday, among others were some of the popular movies, trending in 2020. India gravitated towards strong performances, Rajnikanth trended in February, followed by Deepika Padukone and Saif Ali Khan in March, and Superhero movies taking the spot in May. July was ruled by Sushant Singh Rajput, and soon India’s focus shifted to cricket in August. Akshay Kumar and Mulan made highlights in November and December respectively. According to the report, April to August were blockbuster months, because of movies releasing on OTT platforms during that time. 2020 was the year of some fantastic performance and original shows and series. With Indian audiences appreciating new categories in TV shows, the segment recorded 133 percent increase in engagement. Shows such as Mirzapur 2, Scam 1992: The Harshad Mehta Story, Pataal Lok, Sam Jam, Loser, Geetha Subramanyam scored big. April to June aired a devotional vibe in the living rooms with people reminiscing their old times with shows like Mahabharat, Ramayana, Devon ke Dev..Mahadev, and Shaktiman. There were more than 3 million interactions across these shows. <cmsannotation type="cmsannotation" annotationid="Kids’ content streaming witnessed new highs" text="Kids’ content streaming witnessed new highs">Kids’ content streaming witnessed new highs</cmsannotation> With education turning its route to the digital mode, the edutainment category saw a 177 percent increase along with a 205 percent increase in overall kids streaming. Wheels on the bus’, ‘Tales of Akbar and Birbal’, ‘Bal Ganesha’ were the stars of kids’ edutainment category, and ‘Show yourself’ and ‘Baby Shark’ became the new kids anthem. Interestingly, there were more than a million kids mode sessions trusted a million times by parents across India. <cmsannotation type="cmsannotation" annotationid="Regional language consumption increased" text="Regional language consumption increased">Regional language consumption increased</cmsannotation> The regional language content made space in the streaming landscape and a 56 percent increase was observed in this segment. PatchWall has content across 16+ languages including Punjabi, Gujarati, Bhojpuri, Assamese, Odia, Rajasthani, Urdu along with Haryanvi. The top languages that saw an increased consumption trend were Telugu, Tamil, Marathi, Malayalam, Bengali. <cmsannotation type="cmsannotation" annotationid="Fitness pumped its way up" text="Fitness pumped its way up">Fitness pumped its way up</cmsannotation> Online platforms served as fitness companions as well. With no access to gyms, Zumba classes, Yoga etc., the fitness category received a good boost with an increase of 93 percent views. From how to lose weight in 21 days to meditation for relaxing and yoga stretches, people tried to maintain their fitness regimes. Interestingly, users were pigging out on searches such as Sarson da saag, Jeera Chicken, Yoga stretch and instant 5 ingredient ice-cream. <cmsannotation type="cmsannotation" annotationid="Bigger appetite for Live news" text="Bigger appetite for Live news">Bigger appetite for Live news</cmsannotation> With a lot happening across the globe, news in any mode took most of the space. In response to this, a 161% increase in news views paved its way. <cmsannotation type="cmsannotation" annotationid="Grooving to music in our living rooms" text="Grooving to music in our living rooms">Grooving to music in our living rooms</cmsannotation> More than 20 million minutes were spent by PatchWall unsers listening and grooving to their favorite songs. Badshah, Arijit Singh, the duo Vishal-Shekhar, A.R Rahman, and Neha Kakkar rocked the charts the whole year and the popular music videos that glued Indians to their screens included Genda Phool, Illegal Weapon, Dus Bahane, Bhankaas, and Khulke Jeena ka. <cmsannotation type="cmsannotation" annotationid="Eat. Binge. Sleep. Repeat. with PatchWall" text="Eat. Binge. Sleep. Repeat. with PatchWall">Eat. Binge. Sleep. Repeat. with PatchWall</cmsannotation> The new trend surfacing was Eat.Binge.Sleep.Repeat. The newly launched features of PatchWall such as India Top 10 Today, Celebrity Watchlist, and Collections recorded 87 million views. India Top 10 Today: It garnered 48 million views with top trending titles such as Laxmii, Dil Bechara, Mirzapur 2, Scam 1992- The Harshad Mehta Story, Mulan, Darbar, Chintu ka Birthday, Pataal Lok, and Aarya, along with Colour Photo. Celebrity Watchlist &amp; Collections: This feature accounted for 39 million views with people exploring the watchlists of Vidya Balan, <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword>, Ali Faizal, Maanvi Garoo, and Abhishek Bachchan. In just 2.5 months, more than a million people created Watchlists, and watched more trailers with the new User centre feature added on Patchwall. PatchWall Replay 2020 shows how the OTT space witnessed a major boom in 2020 with people looking for fresh and rejuvenating content across platforms.

2020 saw a 161% increase in news views: Mi India PatchWall Replay 2020

<ul><li>This case study decodes how <keyword id="3703971" type="PERSON" weightage="20" keywordseo="TheSmallBigIdea">TheSmallBigIdea</keyword>, social media and digital agency, built around awareness around surrogacy and engagement campaign for Mimi.</li><li>The agency adopted a 360-degree marketing approach for the movie, leveraging Kriti Sanon and Pankaj Tripathi’s fan base.</li><li>The movie was released four days before the due date, which took the audience by surprise and generated organic chatter on social media.</li></ul>Lauded as a laughter-riot, Mimi revolves around the subject of surrogacy and taboos surrounding the topic and so does its marketing strategy with Kriti Sanon in the lead. Adapted from the acclaimed Marathi film ‘Mala Aai Vhhaychy!’ by Samruoddhi Porey, Mimi is directed by Laxman Utekar and produced by Dinesh Vijan. It is also released on Jio Cinemas and Netflix. The film seamlessly oscillates between drama and comedy with Kriti Sanon in the titular role, Pankaj Tripathi, Supriya Pathak, amongst others. As Mimi navigates through the uncertain path of motherhood through surrogacy in the film, let us take a deeper look into its marketing strategy ideated and executed by social media and digital marketing agency, TheSmallBigIdea. Even before the release of assets, there was a lot of speculation around what genre the movie belonged to. Therefore to build curiosity, the overarching theme of the campaign leading to the movie was #NothingLikeWhatYoureExpecting. Building Curiosity: Announcement Poster The marketing of the film started with an announcement motion poster that was launched on July 08, 2021. Attempting to establish the movie theme as ‘something unexpected and extraordinary’, the movie was announced with a question mark hiding Kriti Sanon’s baby bump to keep the audience intrigued. This was followed by 5 more posters in the next 4 days which highlighted every aspect and extended the desired communication, for e.g. the poster established how Mimi is a happy film that will make you cry and due to an unexpected offer, her life will change forever. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Trailer launch: The trailer was launched digitally, which received an amazing response from the critics and garnered 24 million views within 24 hours across the platforms. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-trailer content: Live Interaction: Kriti Sanon and Pankaj Tripathi Post the launch of the trailer, Kriti Sanon and Pankaj Tripathi went live on Instagram, which was further joined by Sai Tamhankar to discuss their experience of working in the movie and the love they received after giving a glimpse of Mimi to the world. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Later, TheSmallBigIdea initiated a challenge for the users to recreate the best dialogues from the trailer by using #MimiDialogues. Behind-The-Scenes And Engagement To showcase the transformation of Mimi along with the crazy family, the star cast shared behind-the-scenes of crucial moments from the film and its making. The team released a video that captured the transformation of Kriti to Mimi and reflected her special journey in this movie. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> In a bid to tickle the funny bones while leveraging the eminent expressions of Pankaj Tripathi, the makers also released ‘Bhanu Reactions’ from the movie. Few promo dialogues and Bhanu’s expressions grabbed attention after the trailer release and therefore the team built content and leveraged topical formats too. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Song releases: Leveraging the popularity of song releases and contests that follow, Mimi’s marketing strategy involved song challenges for audience engagement and mass reach. Composed by A.R Rahman, the movie has released song numbers such as Param Sundari, Rihaayi De, and more which were weaved in the social media communication. ParamSundari ParamSundari was the first and the most important song composed by AR Rahman and sung by Shreya Ghoshal, which was enough to attract the audience. It was a catchy number so the team first teased the audience by uploading the teaser a day prior. After the release, AR Rahman went live with Mimi’s lead cast and TheSmallBigIdea initiated a #ParamSundariChallenge for which Kriti Sanon demonstrated the hook step to the audience and challenged them to dance with her on this number. The best performers were also featured on the makers’ and actors’ Instagram pages. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> #ParamSundariChallenge took over and was caught on, not only by the users but also by social media influencers. Audiences tried to showcase their talent in their own ways. Not just the dancers but many make-up artists jumped on the bandwagon and presented other artistic videos using the upbeats of this song. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Rihaayi De: Dance and song covers are quite prevalent and liked by music enthusiasts. With ‘Rihaayi De’ song release, Mimi urged people to hit the right notes with the cover versions of this song. The team encouraged the audience to make #RihaayiDe covers in their own versions. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Movie Release: The date announced for the movie release was 30th July but riding on the proposition of the movie i.e- Nothing Like What You’re Expecting, we released the movie 4 days prior, i.e-26th July, taking the audience by surprise that successfully garnered the desired attention. The sudden release was also backed up by saying that it was Kriti Sanon’s (Mimi’s) birthday on 27th, hence the audience and Mimi, both were to receive a gift from the team, which was the early release of the movie. Her birthday was celebrated in the presence of the media, where the team not only watched but also released the movie. To announce the same, Kriti went live with Pankaj Tripathi, Laxman Utekar and Dinesh Vijan. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Post-Release: Audience started sharing positive and emotional reviews along with sharing Instagram stories of watching Mimi on their Television sets with their Family. To amplify the audience’s mood and involvement with the movie, new campaign hashtag was adopted #WatchMimiWithFamily. Song Releases Continue: Rest of the songs, Yaane-Yaane, Hututu and Phuljhadiyon, were released after the movie launch. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> BTS Videos: The agency had specific BTS videos based on Mimi’s lead characters, the bond that the family shared off screen and how working with kids had impacted the sets and people working there. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Content Marketing: To keep the buzz alive, Mimi roped in influencers such as Ashish Chanchlani, amongst others for outreach and engagement. This involved leveraging relatable and humorous moments from the movie, acting challenges, interacting with the stars, and highlighting surrogacy as the subject. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It was further promoted through a brand partnership with Mammy Poko Pants. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> With a minimalistic approach, Mimi leveraged the latest social media tools and features to reach out to more viewers. Results <keyword id="11799399" type="UNKNOWN" weightage="20" keywordseo="param-sundari-challenge">Param Sundari Challenge</keyword> <ul><li>140K reels generated on Instagram alone.</li><li>Param Sundari Dance Challenge on YouTube received around 5 Million+ Views.</li><li>Overall, the Param Sundari Challenge received around 150K entries across platforms and those entries received approx. 150 Million+ views across platforms.</li><li>Assets for the Param Sundari Challenge posted on the page, by the talent, Sony Music, Jio Cinema and Jio Studios garnered approx. 5 Million views and received impression of approx. 15 Million users.</li></ul>Rihaayi De We received around 600 video entries from the audience, which garnered around 10K views in total including the videos made with original music and videos made by individual users as cover for the song. Facebook The movie campaign on Facebook registered 3.5 Million Minutes worth of views for video content on Maddock Film's page alone. The page's record stood at 39K Minutes in the months prior to the beginning of the movie campaign. The videos in the campaign received 160K in engagement metrics on Facebook which was a rise of 7000% in raw engagement. Through the 28 days campaign period, the campaign's content reached 17.7 Million users which was a 8900% increase than previous months and the page gained 11.8 K followers which was a 78787% increase than before the campaign begun. Instagram On Instagram, the campaign on Maddock's page alone saw 3.9 Million in total impressions and an average of 100K in reach per day through 28 days period. The page gained 1.8K followers during the run of the campaign. Twitter On Twitter, the campaign received 1.87 Million unique impressions, profile visits increased by 450% to 35.6K and the page gained 17.3K new followers within the 28 days campaign period. "Maddock always puts faith in out of the box stories, and in the end, marketing is also about storytelling. We are proud that our inventive marketing approach contributed to make Mimi the success that is,” said Dinesh Vijan. “Movies like Mimi are a marketer’s delight. You get to build stories around cinema which needs no pretense or smoke and mirrors. The team had a great time playing with the humor on one hand and something as intense as surrogacy on the other. We created some fun content with the talented cast, which was an instant hit with the audience. All in all, it’s an honest film with a fun marketing narrative,” said Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea.

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