Mumbai: Dilwale, the year’s biggest and most keenly awaited fun family entertainer, produced by Red Chillies Entertainment Pvt. Ltd. in association with Rohit Shetty Productions has drawn up a unique, sustained and comprehensive plan to reach massive young audiences across digital and online in India and across the world. The film is harnessing the powerful reach of India’s fastest growing digital content platform Hotstar to promote the film in a unique and strategic way.
Dilwale began promotions on hotstar close to five weeks before its scheduled release, and has employed an innovative start-to-end approach which is showcasing all the great video elements released– starting from the trailer to two song videos, entertaining behind-the-scenes videos, and a specially shot one-hour video with Shah Rukh Khan and Kajol for hotstar’s popular original show M Bole Toh, which is live and available here: http://www.hotstar.com/tv/m-bole-toh/5496/srkkajol-ki-dilwali-dosti/1000078272. The content momentum will continue to be sustained right through the release weekend from Friday to Sunday.
What’s more, for the first time, Dilwale content will also reach hotstar’s film-lovers worldwide through hotstar.com, with cross promotions across the Star network’s international TV channels. The TV cross-promotions of the Dilwale content on hotstar will also roll out in India across Star Network channels. The sustained promotions will heighten anticipation amongst a massive potential audience comprising of the large digital audiences of hotstar – which as India’s fastest growing digital content platform has been downloaded over 35 million times in just 9 months since launch – the online audience of hotstar.com worldwide, and the several hundred million individuals Star Network TV channels reach each month in India and over 100 countries.
The Dilwale content will also be cross promoted across tentpole hotstar properties like AIB on Hotstar, Cricket, ISL, EPL, and more.
Dilwale is the most awaited film of 2015, as it marks the return of one of India’s most romantic lead pair of all time, Shah Rukh Khan and Kajol. Besides, film lovers are also waiting to see how Rohit Shetty, renowned for films with brilliant comedy and explosive high-octane action, has creatively treated the romance-drama of Dilwale, which also stars young heartthrobs Varun Dhawan and Kriti Sannon.
Venky Mysore, CEO, RCE said about the association – “Dilwale, is the biggest film we have made and therefore we decided to promote it across all platforms, especially via Hotstar. Hotstar is a unique platform for a large, fast-growing and important young digitally active audience, which is an important segment for any film marketer today. We have taken a pure content-driven approach with several Dilwale video elements. We are delighted with the great response and the reception it is receiving through hotstar – both in India and, through its website, across the world.”
Ajit Mohan, Head, Hotstar, says, “We are delighted to partner with Dilwale to introduce an exciting movie to our audiences in India and across the world through hotstar. Hotstar is introducing a whole new way of promoting and marketing a movie premiere, and I must compliment Red Chillies Entertainment Pvt. Ltd. for their strategic, and brave new approach to reach a large and young digital audience in India and worldwide.”
Dilwale is a family entertainer with a perfect blend of action, romance and comedy. The cast of the film: Kajol, Shah Rukh Khan, Kriti Sanon, Varun Dhawan, Varun Sharma, Vinod Khanna, Kabir Bedi, Johnny Lever, Boman Irani and Sanjay Mishra. The film is produced by Red Chillies Entertainments Pvt. Ltd. in association with Rohit Shetty Productions. The film will release on 18th December, 2015.
