Social Media Case Study: Ankur Arora Murder Case

Just like any other Bollywood film, AAMC used social media to promote the film and engage prospective audience to create positive word of mouth. IntelliAssist, a full-service digital marketing agency, was hired to manage the campaign for a period of four months.

1. AnkurAroraMurder Case
Digital & Social Media Marketing

2. Overview
•A VikramBhatt movie that was inspired by true event s.
•Bollywood’sfirst Medical Negligence drama. The firs t half showcased
hospital events & the second half turned in to a co urtroom drama.
•Story was written by VikramBhatt and movie was dire cted by Suhail
Tatari. Star Cast was Kay KayMenon, TiscaChopra, Pa oli Dam, Arjun
Mathur& VishakhaSingh.
•Film was slated to release on April 05, 2013 but ev entually released
on Jun 14, 2013 along with Fukrey.
•Received good critic ratings and positive reviews f rom trade media &
users; however turned to be a disaster at the Box O ffice.

3. Positioning & Key Challenges
•Movie Positioning
–Meaningful Cinema based on true events
•Key Messages & Talk Points
–Death & suffering due to Medical Negligence is a cr ime & the criminal
shouldn't go unpunished
–A death in the Operation Theatre due to negligence is plain Murder
–Not only the poor, anyone can be a victim of Medica l Negligence – the Rich &
Affluent, the famous & powerful… It could be someone living next door… It
could be you!
•Key Challenges
–No prominent Star Cast & small marketing budget
–Niche Concept; Lack of mass appeal
•Audience for Indian movies is predominantly the yout h. They neither connect with
death nor mother-child bond.
–Go-to-market was delayed multiple times

4. FacebookAdvertising Campaign

5. FacebookAd Campaign Creative

9. FacebookContent Strategy

10. Content Strategy
•Content Strategy: We ran five campaigns & created o ne event:
–Who is AnkurArora?
: Idea was to get the movie name out!
–Meet the Cast
: Idea was to provide a brief introduction of lead roles.
–Medical Negligence Victims
: Idea was to sensitize audience & help them relate
with the movie theme.
•Brand New Campaigns to enhance ENGAGEMENT
–Satyamev Jayate
: Do U Remember? Idea was to Reinforce Research & f indings
presented by AamirKhan in the show.
–Light 5 Candles
– Candle for Awareness, Candle for Hope, Candle for Courage,
Candle for Protest & Candle for Justice. Idea was t o move the youth.
–Event - Light a Candle for Justice
: Idea was to get audience engaged. Help them
relate with the movie theme and get them take the s ubject seriously and be part
of the cause/ movement.
•Without making use of any fancy application this wa s an innovative
way of creating active engagement by leveraging Fac ebook existing
framework
1
st
TIME
BollywoodMovie
Creates an Online Event

11. Campaign 1 -Who is AnkurArora?
Content
Engagement

12. Campaign 2 -Meet the Cast

13. Campaign 3 –Victim of Medical Negligence

14. Content
Engagement

15. Campaign 4 –SatyamevJayate

17. Campaign 5: Light 5 Candles

18. Day  1
Awareness

19. Day  2
Hope

20. Day  3
Courage

21. Day  4
Protest

22. Day  5
Justice

23. Event –Light a Candle for Justice

24. CONTENT
ENGAGEMENT

25. Event: Light a Candle -Engagement

26. How Event Creation Helped?
•An alternative to development
of expensive application
•Helped in creation of active
engagement and positive word
of mouth
•When an important update was
posted in an event, all those
who had selected GOING
received a NOTIFICATION

27. Voice of Media –AnkurAroraMurder Case
asks the audience to Light a Candle for Justice

28. Voice of Prospective Audience

29. Twitter Campaign
•Used #LightACandle–Trend continued for over 36
hours. We increased video views & event RSVP

31. YouTube Promotion

32. YouTube
•Theatrical Trailer that was first uploaded received over 4,75,000 video views; however that had
to be deleted as the producer received a legal noti ce from Britannia a few days before the movie
release
•A fresh video was created and uploaded. We shared n ew link with all online partners.

33. Advertising Campaign
- Times of India - Navbharat Times - Hindustan Times - Rediff.com - SantaBanta.co m - Bollywood Hungama

36. Not all Good Things End Well!

38. Can We Assist You?
www.intelliassist.inFacebook.com/IntelliAssistTwitter.com/IntelliAssist