Marketing strategy behind ZEE5 original movie, Rashmi RocketRSVP Movies
Rashmi Rocket, played by Taapsee Pannu, is about a small-town girl who overcomes all societal barriers to become a nati...
Nov 5, 2021, 10:18 IST
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Case study: Here's how Rashmi Rocket created an engaging campaign to connect with its audience and garnered 2 million+ views on its marketing videos
Nov 5, 2021, 10:18 IST
Rashmi Rocket, played by Taapsee Pannu, is about a small-town girl who overcomes all societal barriers to become a nati...
- This case study decodes how
RSVP Movies created excitement around its new movie launch,Rashmi Rocket , through a social media marketing campaign. TheSmallBigIdea crowdsourced and created a video where influencers and audiences shared which sports they’d have chosen if they didn’t care about having a conventional career.- Here's how it panned out.
RSVP Movies, with an aim to make the film relevant for the audience, wanted to do an activity to enable the audience to relate with Rashmi's journey, further creating resonance with the movie, Rashmi Rocket.
Objective:
TheSmallBigIdea crowdsourced and created a video where influencers and audiences shared which sports they would have chosen if they didn’t care about having a conventional career.
Solution:
As a kid we all wanted to become a pilot, an engineer, an astronaut or a sportperson. Taking the same insight ahead, TheSmallBigIdea believed that there would be a huge set of audience who would associate with the same thought. Harping on this, TheSmallBigIdea created a campaign called #RocketWalaDream where the audience had to state if in their life they were given a chance to not choose a career they are currently pursuing, which sport would they choose to make their career in.
Execution:
1. The TheSmallBigIdea team released a video of Taapsee urging audience to share their #RocketWalDream with her, where they left their dream sport to pursue something else in life.
Link:
2. Audience shared their Rocket Wala Dream.
3. The
Commenting on the campaign, Sanmesh Shailesh Sapkal, Associate Director - Key accounts, TheSmallBigIdea said, "It was very important for us to build on an idea that would relate to Rashmi's journey with the audience. We wanted the audience to empathise with her and live that journey through her. We chose nostalgia as a device, which became the epicentre of the campaign."
Results:
- The campaign received almost 100+ entries
- Approx. 2 million+ views on all the videos
- Approx. 0.2 million+ engagement on all videos
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Rashmi Rocket, played by Taapsee Pannu, is about a small-town girl who overcomes all societal barriers to become a national-level athlete
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