How Social Media helped Chennai Express to become the Highest Indian Grosser of all time
The success of the Shah Rukh Khan – Deepika Padukone starrer Chennai Express has elevated the business of Bollywood to the next level.
Strategic planning, aggressive promotion, huge marketing and numerous pre-screening of the Rohit Shetty ISSTYLE film helped it to create new record at the box office. Chennai Express scaled the 100-crore mark with just three days collection. Indian Railways being in turmoil expects a lot from their Chennai Express and other expresses. The Baadshah of Bollywood has really made it large but without proper marketing and promotions the numbers achieved would have been the same as the real Chennai Express (Indian Railway) revenue generated in 3 days.
Social Media channels were used to create inquisitiveness among the audience for the movie. Apart from other promotions on Facebook and Youtube, UTV Motion pictures created special hashtag #ChennaiExpressArrives for the movie to give the opportunity to the audience to watch the trailer of the film earlier than scheduled. Chennai Express has been trending on twitter since it released on the day of Eid almost every other day.
Let us board the Chennai Express Social Media campaign to get insights as to how the movie (Not the train) kept to its track.
It was for the first time that an Actor hosted a facebook Live Chat to connect to fans in India and the world on the facebook Page ’iamsrk’. Shah Rukh Khan along with Rohit Shetty invited millions of fans from India and globally to get connected to them and to Chennai Express. Facebook boasts of more than 4.75 billion pieces of content being shared on the website. The hashtag has been an instant success with the top brands on Facebook. About 56% of the Interbrand’s Top 100 brands made more than 250 posts with at least one hashtag in the first week of the launch of Facebook Hashtags.
Shahrukh Khan, who has been hyperactive in promoting the film, was no less excited about the conversation. “I look forward to connecting and chatting with all my fans on the Facebook Live Chat. I’m really excited about sharing my experiences while shooting Chennai Express and would love to answer questions about the movie and other things people may wish to ask. It’s going to be a lot of fun on Facebook, so Ready, Steady, Po!”. A master stroke indeed.
With the fast moving express on twitter it is likely that anyone can miss anything in the conversation, It was more of a ‘DDLJ’ climax where each tweets were given leverage to board the express. Innovate and let everybody be in the loop was an ideal strategy by the team. King Khan made an intelligent move by sending Tweets via SMS, anyone with a mobile phone in India can follow @imsrk. Though Twitter was not utilized to its limits but yet SRK with his elegant way of expressions tweeted almost every day to keep his followers run for the Express before its departure. With Shah Rukh and Deepika tweeting their experiences on the sets of Chennai Express, the movie made sure that their fans are updated around ‘behind the scenes’ happening of the movie.
According to the latest stats by Keyhole Tool, Lungi Dance on Twitter has already generated more than 10 million impressions with more than 1,000 users contributing. The link shared on the social media channels have been clicked more than 7,200 times with Facebook and Twitter being the most popular mediums of discovery of the video for the fans.
We didn’t get to see official SRK’s Instagram. But Rohit Shetty seems to be highly active on it. Check out his photos – http://statigr.am/tag/rohitshetty
With increasing number of Smartphone, cyber gaming has been enjoyed by everybody from a toddler to teenager to senior citizen. The promoters of the movie launched a game based on the movie Chennai Express. This strategic move was taken to increase involvement with the movie through cyber game users as it covers a large number of audiences with the introduction of Smartphone. The game is available on both Android as well as Java based mobile phones.
Other Promotional Activities:
Few other promotional activities were the visit of the Super Star and his team at the different TV channels. Shah Rukh has given interviews and talked about the movie while appearing on several show –
- Comedy Nights with Kapil (he appeared there twice),
- Taarak Mehta Ka Ooltah Chashmah,
- Jhalak Dikhhla Jaa,
- Indian Idol,
- Madhubala and
- Diya aur Baati Hum.
All the above promotional activities gave extra mile to the movie. Social Media and Social Media Analytics is becoming a vital part of Bollywood. With glamour and charisma of the Bollywood, Stars and their upcoming projects connect with millions of fans through these mediums and create the brand even before the project is launched.
Ready, Steady and Po…!!!
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