Mumbai: The makers of Anek surprised fans and viewers with a specialised video from Ayushmann Khurrana in a masterstroke innovative campaign.
Taking a leaf from Ayushmann’s character in Anek, an undercover officer who has all the intel about happenings and people around him, the campaign through its videos emulates a similar, surprising element for audiences giving a personal touch so they can witness this one-of-a-kind innovation.
For Anek, this masterful campaign has been conceptualised by Trigger Happy Entertainment Network and DentsuWebchutney and executed by Rephrase.AI and White Rivers Media along with BookMyShow. These specialised custom videos featuring cinephiles from across the country who have been fans of Ayushmann Khurrana, watching his movies through BookMyShow use Artificial Intelligence to enable the actor to personally interact with those who bought tickets for his film on the entertainment platform.
Starring Ayushmann Khurrana and Andrea Kevichusa in the lead, Anek is jointly produced by Bhushan Kumar’s T-Series and Benaras Mediaworks.
Lipika Chaudhary, Marketing Head at Trigger Happy Entertainment Network says, “We are living in times when personalised marketing makes an impact. With anek the challenge was to establish the traits of an undercover officer and I’m glad we could create an innovation that was never done before in Bollywood. I hope the audience gets the feel of the film universe and what to expect from it.”
Shray Chawla, Senior Creative Director at Denstu Webchutney says, “We wanted to bring alive Ayushmann’s undercover character in a disruptive way and take the audience by surprise. The personalized videos made every bit of it possible. And I’m glad that we were able to find the perfect partners who believed this could be done at scale.”