The film ‘Merry Christmas’ starring Katrina Kaif and Vijay Sethupathi took over Christmas celebrations as part of its marketing campaign. The campaign, #MerryChristmasTakeover, was conceptualised by TheSmallBigIdea’s film marketing division.
The team had volunteers strategically placing themselves under ‘Merry Christmas’ brandings in various cities armed with placards displaying the movie’s release date.
Taking the promotion digital, the Instagram handle of Tips Films orchestrated a social media takeover by hijacking posts from other brands. Leveraging holiday wishes of ‘Merry Christmas’, the film integrated itself into the festive narrative, creating an engaging promotional strategy.
Leveraging AI, TheSmallBigIdea also infused playful elements from the movie, such as teddy bears and origami, into twisted party pictures featuring the movie’s cast.
Sanmesh Sapkal, Director – Key Accounts, TheSmallBigIdea, said, “Our goal was to turn the unconventional release timing of Merry Christmas into a marketing advantage. By hijacking the festive season, we not only created buzz but also made the film an integral part of the Christmas celebration. It’s about thinking outside the box and creating memorable experiences for our audiences.”
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