MUMBAI, INDIA — Rashtra Kavach Om, one of the most awaited action movies of 2022, is finally out in theatres and getting an overwhelming response from the audience. Marketed in partnership with the leading Mumbai-based independent agency, White Rivers Media, the action-thriller has been on top of the minds of Indians for over a month now.
Ever since the launch of its captivating teaser, the various dialogues and action scenes from the film have been doing rounds on social media. A seamless blend of physical and digital touchpoints was created specifically to make the country’s youth a part of the campaign, which revolves around the patriotism and valor of the film’s young protagonist “Om.”
In the past week, the cast and crew toured cities all over India, such as Pune, Jalandhar, Lucknow, Delhi and Dubai, reaching out to the local young blood and getting them to engage with the leading faces of the film. Influencers across genres accompanied the tour and amplified these physical events online using their unique voice. The Great Khali from Jalandhar, Ruhee Dosani and Faiz Baloch from Mumbai, Aishwarya Mohanraj from Delhi, and over a dozen similar creators ensured that a movie about the country’s hero reached every corner of the country.
These efforts set the stage for the film’s trailer, which registered a whopping 24 million views within 24 hours of its release.
Neeraj Joshi, Marketing Head of Zee Studios said, “Now that the world is going out and about again after the pandemic, on-ground marketing is regaining its strength and previous glory. With Om, we had a clear goal of combining our strengths, both online and offline, to engage with the energetic youth of our country. Considering the response to live events, such as last night’s massive fan screening, and the online engagement led by India’s favourite influencers, we would say that we did so successfully.”
“Working with ZEE Studios has always been a delight, especially on launches like these, where the youth is keen to be a part of the campaign before they watch it in theatres. Marketing for Indian action-thriller movies has evolved a lot in the last few years and continues to do so. The right marketing approach is instrumental in creating a positive perception in the mind of the audiences. With Om, our phygital approach has hit the bullseye, and the footfall in cinemas is just a sweet testimony,” said Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media.
