Taking advantage of the rising popularity of Social Media in India, Balaji has signed Ignitee Digital Pvt Ltd to promote its upcoming film ‘Once Upon A Time In Mumbaai’ through the most popular social media platform, Facebook. The film starring Ajay Devgn, Emraan Hashmi, Kangna Ranaut and Prachi Desai seems to have struck a chord with the youth with 27,000 plus fans on Facebook five weeks before its release.
Social Media in India is really gaining momentum and Bollywood is no exception to it. Balaji has turned to the social media route after tasting success with their cult hit movie ‘LSD: Love Sex aur Dhokha’ which created quite a rage on the social media circuit. Says Vikram Malhotra, COO – Motion Pictures, “Once Upon A Time In Mumbaai carries a unique retro cool flavor and the same has been an instant hit with the young audience across the country. By engaging with this audience at their hangout points across social networks, our film makes the right impact and establishes connect which will create buzz and curiosity to go and see the film. From our website ‘www.mumbaigoesrewind.com’ to our presence on social networks, no effort is being spared to make Once Upon A Time In Mumbaai the film to watch out for.”
The film’s website is made like an editorial of the newspaper, which has whole 70’s feel to it. A gramophone music application is eagerly anticipated by the fans which are expected to be launched in a couple of days. An exclusive ‘Meet and Greet’ the stars contest is running on Facebook currently and the fans are just going crazy and excited to meet Ajay Devgn and Emraan Hashmi! What’s more? OUATIM will be the first film in India to auction its stars’ costumes on Twitter.
Speaking on the occasion, Gautamm Mehra, Chief Socio Search Architect, Ignitee Digital Solutions Pvt Ltd said, “Social Media plays a very important role in the promotion of films these days. We all know that the first three days collections at the box-office make or break a film and to ensure that you have enough buzz and hype around your movie, social media is absolutely essential and integral. Balaji has been very prudent about this space and has seen success in the past as well as in the current campaign. With 27,000+ fans on Facebook and still another three weeks of promotions to go, OUTIM would be the largest movie community on Facebook in 2010 beating Kites and I hate Luv Storys”.
Balaji has quickly and successfully realized that getting into the social media circuit is just the apt thing to do as the audience is right there. With the celebs themselves being a big part of such promotions, it seems that the digital medium has really come of age in India and movies such as Once Upon A Time In Mumbaai are just proving that.