Viacom18 takes ‘digital first’ marketing route for Ajay Devgn’s ‘Drishyam’

MUMBAI: Ajay Devgn’s Drishyam, which is slated to release this year, has become the talk of the town with its first look trailer launch, which depicts Devgn in the all new avatar of Vijay Salgaonkar.

Produced by Viacom18 Motion Pictures, Drishyam has employed innovative marketing strategy and released the trailer on Facebook, which went viral in no time, scoring one million hits in 24 hours. The trend soon caught up on other social media platforms as well.

Viacom18 Motion Pictures vice president marketing Rudrarup Dutta said, “Drishyamis a film, which is high on content and intrigue. We went 'digital first' with the trailer as the target was richer engagement with our audiences. We are delighted with the response on all social platforms, where not only did the trailer generate views but also a high no of likes and shares too setting the pace for a unique and innovative campaign that is to follow.”

Effectively using social media as a platform, the Unlock Drishyam App was launched on Facebook, where the gamer must find clues and answers, which eventually led along Vijay's trail in the film. Unfolding the game's mystery gave the gamer insights into the trailer much before its launch. In this exclusive tie up with Facebook, winners had the trailer appear automatically on their timelines.

The concept was extended to on-ground promotions at multiplexes, where in association with Mid-Day, Mail Today and I-next (Dainik Jagran), people saw a 'real news' front page cover on the newspapers distributed at theaters, brining alive the real and relatable content of the film.

Drishyam is directed by Nishikant Kamat and also stars Tabu essaying the role of a female police officer IG Meera Deshmukh. The movie is set to release on 31 July.

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