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<ul><li>Advertising and Media Insider introduces you to its latest property, The Influencer Adda, where we speak to social media stars and trace back their journeys.</li><li>In our third episode, we speak to a Youth Icon, whose journey is an inspiration to everyone who dreams to do something out-of-the-box -- <keyword id="4700187" type="PERSON" weightage="20" keywordseo="ashish-chanchlani">Ashish Chanchlani</keyword>. </li><li>Ashish has been ruling <keyword id="10879" type="CITY" weightage="20" keywordseo="YouTube">YouTube</keyword> with his unique content. He is the second-most subscribed <keyword id="2803176" type="PERSON" weightage="20" keywordseo="YouTuber">YouTuber</keyword> and recently crossed 23 million subscribers. </li><li>We speak to the social media star on his journey so far, vision board, fighting through depression, favourite jingle and much more! </li></ul>Social media star Ashish Chanchlani, who is the second-most subscribed YouTuber and recently crossed 23 million subscribers, started creating content 6 years ago when becoming a YouTuber wasn’t really considered a ‘serious career’ option. Despite studying to be a Civil Engineer, he always wanted to become an actor. He gave up his dream when he realised the chances of becoming a Bollywood star with no contacts are quite slim. He stumbled upon Twitter’s Vine app in 2014 and started exploring the medium. “I never thought my vine would go viral and it would become this ‘big’. I started vining as a hobby, as if it was a co-curricular activity. Soon, my videos started going viral all over the internet, people started tagging me and my Instagram page shot up. From there, I came on Facebook and then YouTube -- and it has been a crazy journey,” says Ashish, with pure modesty and disbelief. <div type="Video" msid="80654353" hostid="261" title="Social media star Ashish Chanchlani on becoming the second-most subscribed YouTuber in India" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=80654353"></div> Ashish’s journey hasn’t been all glamour and shine. He paved the way that took him to the limelight. He believes it was his relatable, unique and fresh content that brought him to the forefront. At 23 million subscribers today, he still cringes when someone calls him an ‘influencer.’ He likes to be called an ‘entertainer.’ Walking us through some of the hurdles he faced, Ashish shares, “I did face a lot of problems. People would often joke about YouTube. “Who the hell does YouTube?” they would ask me. That was also this path’s biggest strength. It wasn’t as popular in India but I knew that it would rise. My relatives would tell my parents that I am making the biggest mistake of my life. I did not pay any heed to these comments and kept doing what I love. I was one of the first few people in India to make funny vines. My videos were quite unprofessionally-shot, with a weird background but that played to my strengths because people related with me, my journey and what I had to offer. They would see themselves in me.” One fine day, when he was with his parents and a fan walked up to him and asked for a selfie was when he realised he’s becoming popular. For actors who claim to not like taking selfies with their fans, he says, “They are lying. Everybody loves attention.” As a fellow Spiderman fan, Ashish also thinks that with great power comes great responsibility. “There was a time when I was making anything that I would stumble upon. Now I look back and realise that I’ve made some mistakes. Now you would notice a sense of responsibility in my content. Today, I make sure we create content that feels right. We exaggerate just for fun,” he says. Ashish recently launched a short film called The Dealer, which is out of his comfort zone. It was about creating a safe environment for women in India. In 2021, he wants to experiment with new genres and challenge himself to do more and more. He had also launched a horror short film called Office Exam last year, as a part of his unique series called ‘ACV Hatke.’ He is also content with his growth trajectory so far and has found his way of dealing with minor setbacks and disappointments. “I was happy even when 5,000 people were watching my videos. You walk into a room full of 5,000 people and you realise that it is a huge number! My most watched video on YouTube has 9 crore views. That’s crazy, isn’t it? 9 crore is more than the winning prize in KBC (Kaun Banega Crorepati),” says Ashish, laughing out loud. He now takes his time to churn out videos. Ashish told us that he and his team spend around 20 days to create a video. While he is experimenting with new formats, he would always stick to comedy and deliver what the audience wants. “I find it very tiring to beat my last video. It is difficult to meet the expectations every time. I feel I don’t want to disappoint my fans with any of my videos. This happened after my Office Exam video. This ‘what next’ question always pressurises me. I am branching out now but you always have to revisit what made you who you are,” agrees Ashish. <cmsannotation type="cmsannotation" annotationid="Surviving a pandemic as an entertainer and working with brands in India" text="Surviving a pandemic as an entertainer and working with brands in India">Surviving a pandemic as an entertainer and working with brands in India</cmsannotation> While dealing with the pandemic has been difficult for most of us, for someone who makes the entire country laugh, it is important to stay motivated and optimistic -- to keep your worries aside to make others laugh. As an extrovert who loves staying around people, Ashish did see a minor setback during the lockdown. He found it difficult to keep going but then, he started having one-on-one conversations with his fans to bounce back. “A dark phase came into my life in 2020. I got affected by all the trolls and toxicity on the internet. I think that also happened because I was idle. I came across very negative comments from last year and it still hurts to read them because these people pull me down out of spite or jealousy. I couldn’t understand the motive behind these trolls, so I lost myself in this negativity. However, what kept me motivated were my fans. They would talk to me like I am their old friend. That was also one of my biggest highlights and strengths in 2020,” shares Ashish. Star Sports was the first brand Ashish ever worked with and even today, brands reach out to him with abrupt briefs such as ‘Kuch viral bana do, Ashish.’ To these brands who approach him to just buy his ‘30 seconds’, he replies, “Things are different now. This (branded content) is not a TV ad. People don’t like watching ads anymore, doesn’t matterhow much money you put in. So give us the chance to marry the brand into our content, twist it and mould it in a way that we could present it to the audience. We can’t guarantee viral ads. We do guarantee viral content that would include their brand.” On his screening process of selecting brands, he jokes, “I want money.” After a few seconds of laughter, he says, “I want the brand to marry me rather than making it a business proposal. Most of the creators don’t talk to the brand after they are done with the content but I like to maintain a dialogue and get their feedback. I also ask them if they profited off my video and if they liked it or not. And brands are really happy by that. At the end of the day, they are also running a business.” Ashish looks up to Fevicol for its advertising and marketing. He fell in love with Fevicol’s TV idea and likes the mystery they build. “I have pitched similar ideas to my brands. I tell them that the audience shouldn’t know until the end what brand is involved behind the ad. They should just be left with the idea and what the product sells, not the product name. They should wonder, “Who is the brand? Kya ad banai hai?” <cmsannotation type="cmsannotation" annotationid="Advice for budding creators" text="Advice for budding creators">Advice for budding creators </cmsannotation> Ashish has been in the content creation industry when it was just a baby in our country. His advice to budding creators is - Be Yourself. To those who are trying to break the clutter today, he says, “Study the market first and find out what people are liking and talking about. Today, something as random as ‘Binod’ starts trending. Give them something relatable but in your own style. Don’t try to be the next Ashish Chanchalni or CarryMinati. You won’t be able to replicate anyone. Be yourself because you have your own strengths and style. Mirror the environment you live in. If you live in a village that isn’t covered in the mainstream media, we don’t know what kind of comedy your society likes. Bring that for the entire country and they will love it.”

I was happy even with 5,000 views: Ashish Chanchlani on becoming the second-most subscribed YouTuber in India

Social media star Ashish Chanchlani on becoming the second-most subscribed YouTuber in India

<ul><li>After CarryMinati's roast video was removed by Google recently, the audience started calling for a ban on TikTok and questioning <keyword id="2540701" type="PERSON" weightage="20" keywordseo="Influencer-marketing">influencer marketing</keyword>'s authenticity.</li><li>We, therefore, reached out to a few well-known influencers like <keyword id="3288876" type="PERSON" weightage="20" keywordseo="Sejal-Kumar">Sejal Kumar</keyword>, YouTuber, Actor and Singer, Ranveer Allahbadia aka Beer Biceps, YouTuber and Entrepreneur, Ashish Chanchlani, Comedian and YouTuber, Malini Agarwal, aka MissMalini, Digital Influencer and Entrepreneur, Madan Gowri, YouTuber and Nikunj Lotia aka Be YouNick, YouTuber and Influencer to take a peek inside their content strategy. </li><li>They shared some tips on what to keep in mind while creating your content and talking to your audiences.</li></ul>The recent removal of content on social media platforms started a conversation on how misogynistic and homophobic content is still widely shared on various public forums. Very soon, the debate escalated and the audience started questioning influencer marketing’s authenticity and calling for a ban on TikTok. Being a social media influencer has its own benefits and gives them a huge stardom. However, the reality may not be as glamorous as it seems because the road to building a large audience base takes a lot of patience, talent, consistency, and determination. However, even the largest celebrities of our country have seen their entire reputation going down in a day on social media for one single mistake. So, we compiled some best tips on how to talk to your audiences while creating content. We reached out to a few well-known social media influencers of our country like Sejal Kumar, YouTuber, Actor and Singer, Ranveer Allahbadia aka Beer Biceps, YouTuber and Entrepreneur, Ashish Chanchlani, Comedian and YouTuber, Malini Agarwal, aka MissMalini, Digital Influencer and Entrepreneur, Madan Gowri, YouTuber and Nikunj Lotia aka Be YouNick, YouTuber and Influencer. They highlighted the importance of being your own critic, using your influence for the right reasons because it does have a ripple effect, spreading positivity in the times of a crisis, why you should never stop making content, and a lot more. Here is what they had to say: <div type="Video" msid="76379517" hostid="261" title="Six well-known social media influencers share tips on content creation" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=76379517"></div>

Six well-known social media influencers share tips on content creation

<ul><li><keyword id="1183472" type="PERSON" weightage="20" keywordseo="male-grooming">Male grooming</keyword> brand <keyword id="6610309" type="UNKNOWN" weightage="20" keywordseo="Beardo">Beardo</keyword> recently onboarded actor <keyword id="6354563" type="PERSON" weightage="20" keywordseo="Hrithik-Roshan">Hrithik Roshan</keyword> to launch its campaign featuring the avatar Don Beardo, while creating a lot of buzz online.</li><li><keyword id="9187978" type="PERSON" weightage="20" keywordseo="sujot-malhotra">Sujot Malhotra</keyword>, CEO, Beardo talks to us about the brand's growth story so far while sharing his optimism about the brand growing by 100% this year. </li></ul>Male grooming brand Beardo recently launched an interesting campaign called Don Beardo featuring actor Hrithik Roshan. The brand created a lot of buzz around the campaign through its social media handles and got people curious. In the past, the brand has worked with influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani. Currently, along with Roshan, the brand also has cricketer <keyword id="6355454" type="LOCATION" weightage="20" keywordseo="kl-rahul">KL Rahul</keyword> and actor Yash of KGF fame as its face. <div type="Youtube" id="CgqCIvhjDBY" title="The world of #DonBeardo is here" thumbUrl="https://i.ytimg.com/vi/CgqCIvhjDBY/mqdefault.jpg"></div> Since its inception five years back, the brand has witnessed good growth. The direct-to-consumer had started out with products focusing on beards. However, over the years, it has diversified its offerings and has now evolved into a men’s grooming company offering haircare, skincare, merchandise, and lifestyle products. That the brand was on a good trajectory was proven when Marico bought around 45% of its stake in 2017. While it started out as an online brand, with Marico’s support, Beardo now has a good offline presence too. We recently caught up with Sujot Malhotra, CEO, Beardo who spoke to us about the brand’s recent campaign, its growth story so far and what makes him confident of achieving 100% growth this year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?" comment="subhead" text="Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo?">Q) Your recent digital campaign features Hrithik Roshan. Why is the actor a good fit for Beardo? </cmsannotation> As a personality-driven brand, we were sure about Hrithik’s whole persona - his looks and the influence he commands. He is one of India’s sexiest ‘manly man’ and the way he carries his beard is aspirational for many. Everyone wants to sport a beard and if Hrithik can become a Beardo, we can expect a lot more people to sway the Beardo way. <cmsannotation type="cmsannotation" annotationid="Q) Give us a sense of what this campaign entails?" comment="subhead" text="Q) Give us a sense of what this campaign entails?">Q) Give us a sense of what this campaign entails?</cmsannotation> The idea is to push the character of Don Beardo and create an aspiration amongst men in the country to become one. We have given them a glimpse of what a Beardo’s world would look like. The messaging remains that ‘Anyone can grow a beard but not everyone can be a Beardo.’ <cmsannotation type="cmsannotation" annotationid="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?" comment="subhead" text="Q) Apart from the digital campaign, how else are you going to communicate with your consumers?">Q) Apart from the digital campaign, how else are you going to communicate with your consumers?</cmsannotation> We are a digital-first brand so the majority of our communication with our consumers is through digital avenues such as Facebook, Instagram and YouTube, providing fun and engaging content to our audience along with the right mix of meme marketing, influencer marketing and more. However, we believe that there should be a balance between offline and online marketing. For a holistic 360 degree approach, we will similarly invest in offline channels and ensure that the ‘Arrival of Don Beardo’ is efficiently publicised via collaterals such as brochures available in salons. In order to further amp up the arrival of Don Beardo, we have also handpicked some of our best sellers and curated four Don Beardo combos – Don Beardo Growth Pro Kit with our newly launch Beard Activator, Don Beardo Favourites Combo, Don Beardo Night Out Combo and Don Beardo Signature Combo that can be purchased both online and offline. <cmsannotation type="cmsannotation" annotationid="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?" comment="subhead" text="Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?">Q) How has Beardo's journey in the last 5 years been? What have some of your key milestones been?</cmsannotation> There are many milestones that we’ve achieved over the last five years. The first, we are literally the pioneers in creating a category for Men’s grooming products in the country. We started off as a beard care brand, but over the years have successfully ventured into haircare, skincare, merchandise, and lifestyle products. We are here to provide everything that a man wants in life and we will continue expanding our portfolio to align with that vision. Content has been the hero for us and we’ve churned out many viral campaigns like Such a Beardo, My Mooch My Swag, Hello Beardo and many more. <cmsannotation type="cmsannotation" annotationid="Also, we have worked" comment="inlineshare" text="Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times."> Also, we have worked with over 300 leading influencers and celebrities like Suneil Shetty, BeYouNick, BhuvanBam, Ashish Chanchlani and now we also have Hrithik Roshan, Yash and KL Rahul on board during different events. Over the last five years, our revenue has approximately grown over 40 times.</cmsannotation> <cmsannotation type="cmsannotation" annotationid="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?" comment="subhead" text="Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?">Q) A lot of your sales come from online channels but you now have a good offline presence too. How are you working towards further expanding your offline presence?</cmsannotation> When we ventured into the men’s personal care and grooming space, we knew this trend is here to stay and has potential consumers across both online and offline markets. In 2016, we initiated our operations through the website and key e-commerce platforms and then penetrated into the offline space via salons and luxury retail chains. Parallelly, with changing trends, content and influencer seeding became our core marketing objective – we wanted every man in the country to know that Beardo is there to fulfil their grooming, lifestyle requirement and more. Campaigns like <a href="https://www.youtube.com/watch?v=OIJfF2nt6y0">SuchABeardo</a>, <a href="https://www.youtube.com/watch?v=RTCw42ZoY20">Beardo69</a>, WhyFeardoThere’sBeardo, <a href="https://www.youtube.com/watch?v=7E2JyBW7Ypo">Beardo Boss</a>, Dump the Razor attracted many eyeballs. While the content is fun, we also look at educating the audience about the right product and different regimes. We constantly invest in online marketing too – with a focus on Google and Facebook. Eventually, our offline properties like Beardothon, Beard&amp;Mustache competitions also started getting recognition. In order to tap a great audience, the brand onboarded KL Rahul and associated with KXIP. Besides this, we as a brand has come up with many of its first kind of products for men, -- The Charcoal Range, Vitamin C Range, Beard Oils, Beard Serums and Softeners, etc. To ensure quality standards, we are working with an in-house beauty trainer and technical product developer on a professional range of products that are created specially to offer the best Beardo services at salons. <cmsannotation type="cmsannotation" annotationid="Q) What are your plans of taking the brand deeper into Bharat?" comment="subhead" text="Q) What are your plans of taking the brand deeper into Bharat?">Q) What are your plans of taking the brand deeper into Bharat?</cmsannotation> Beardo is a ‘Bharat’ focused brand – made in India and retailed in India. Our online consumer penetration is massive, which allows us to reach men pan-India with utmost ease. For us tiers do not matter, if there is a passionate Beardo in any part of country, we are there for him. <cmsannotation type="cmsannotation" annotationid="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?" comment="subhead" text="Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?">Q) What is the target you've set for yourself for 2021, in terms of revenue and sales and where do you want to see the brand in a few years from now?</cmsannotation> We are aiming at a 100% growth this year. Our vision for the brand is to create a desire, where every man feels like an ALPHA - confident, attractive, and sexy. We want every man in the country to become a Beardo and truly embrace the value system that we stand for. Becoming a Beardo is not just a style statement, it is a legacy that we have successfully started, as we believe that once a beardo, always a beardo. Over the next few years, we hope to expand our offerings even more and more heavily indulge in the likes of fragrances, lifestyle products, merchandise and more.

We are aiming at 100% growth in 2021: Sujot Malhotra, CEO, Beardo

<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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