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In a bid to promote its upcoming movie Phillauri , Fox Star Studios India has launched an integrated social listening digital campaign that aims to engage with over 30 million active social media users.
Social listening is a process through which companies and brands track social media conversations around specific phrases, brand names or hashtags to keep a tab on consumer trends or gauge consumer feedback.
The movie production studio has, in fact, gone a step ahead and made social listening the key premise of its promotional campaign.
The plot of the film unfolds during a Punjabi wedding and the movie’s central character is called Shashi, a friendly spirit, played by Anushka Sharma.
Three months ago, the company began the social listening process to track weddings through popular hashtags such as #weddings and #shaadi, in line with the movie’s plot. This helped the company gather data of over 10,000 social media users who have shared their wedding experiences by posting images or videos.
After gathering this data, the company has now kick-started the digital campaign #ShashiWasThere. Under this campaign, Anushka Sharma has started responding to these social media users by reposting an altered version of their pictures, in which the character Shashi has been photoshopped in their wedding pictures.
Shikha Kapur, Chief Marketing Officer, Fox Star Studios India, said that while social listening tools have always been used by brands to monitor online chatter, the company has gone ahead and integrated it in the digital campaign.
“For Phillauri , we have created ideas that are experiential in nature and invoke participation from the target audience. We expect this digital campaign to garner organic traction and engagement with social media users.
“The campaign lends itself seamlessly to these social media conversations around weddings. We believe there is a potential to reach over 30 million social media users through this unique campaign,” she added.
Phillauri is a co-production between Fox Star Studios and Anushka Sharma’s Clean Slate Films and is slated to be released on March 24.
The movie production house also initiated another engagement initiative in which Anushka uses Whatsapp’s Video calling feature to interact with fans every week.
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