With 'Detective Byomkesh Bakshy' YRF to start a new trend?

With 'Detective Byomkesh Bakshy' YRF to start a new trend?
Tuesday, February 03, 2015 14:39 IST
By Santa Banta News Network
"A picture is worth a thousand words" - this adage stands true even in today's digital age. Yash Raj Films have used the Videogram platform as a tool for the online promotions of their upcoming detective film 'Detective Byomkesh Bakshy'. Videogram is a pictorial summary of video and allows users to get a quick overview of a video's contents at a glance without watching the video from beginning to end.

A special campaign was initiated (the first of it's kind in India) across popular Entertainment/News/Lifestyle websites, wherein a special Videogram of the film's Trailer was created and the user could engage with the different segments of the video within the same banner space, which led to a far higher engagement and interaction of the film content (approximately 30% more) vis-a-vis the conventional platforms, where a user has to play the entire video without the same kind of engagement and interaction. Yash Raj Films took this even a step further - on their corporate website, they integrated the special unit right on their home page for users to experience the feel and impact of this highly engaging platform.

States Mr. Anand Gurnani, Vice President - Digital, Yash Raj Films Pvt. Ltd., "Today's audience has access to immense content across the digital universe. There is a constant need to innovate and sustain a conversation, as engagement now is no longer limited to just text content. It is all about using the right platform at the right time. Videogram is an innovative way of expanding our digital horizons and creating brand evangelists".

According to Mr. Sandeep Casi, CEO, Cinemacraft Inc,"India is an exciting market due to ubiquity of Bollywood content. We are excited & extremely happy to have partnered with Yash Raj Films, to launch, for the first time ever a Videogram Ad Banner for Detective Byomkesh Bakshi. YRF, over the last few decades has been instrumental in launching top tier Bollywood content. Together, we are well poised for a paradigm shift on how Bollywood content will be consumed on Web, Twitter, Facebook & Smart TV in India."


Mr. Alnoor Merchant, Director, Epigram Digital Media Pvt. Ltd., the agency that handles the online campaigns for Yash Raj Films feels that "In recent times, consumption of on-line videos has been on an exponential rise, hence in the current scenario, it becomes all the more imperative for marketeers (films/brands) to reach out to their core TG in a more engaging and innovative manner. There has been a paradigm shift in the way an online user now perceives and engages with content and there is a constant need to come up with something out of the box which will set a product apart from the media clutter."

The consumer is the king for whom today it is not just about consuming content, but engaging and interacting with multiple touch points within the media and Yash Raj Films with the innovative usage of this campaign may just herald a new phase in the digital promotion of Bollywood films.
Varun Dhawan Unveils First Poster of 'Nain Matakka' Featuring Keerthy Suresh!

Varun Dhawan's upcoming film Baby John is already creating waves in the entertainment world. The latest buzz surrounds the highly anticipated track "Nain Matakka," and the excitement reached new heights when Varun shared the

Friday, November 22, 2024
'Agni' Trailer Unveiled: A Tribute to Firefighters' Bravery and Sacrifice!

The much-anticipated trailer for Agni, directed by National Award-winning filmmaker Rahul Dholakia, was released on Thursday, offering a gripping look into the world of firefighters, their bravery, and the sacrifices they make to protect

Friday, November 22, 2024
Sara Ali Khan Shares Fun BTS Moments from Ad Shoot, Invites Fans to Let Their Spirits Soar!

Bollywood actress Sara Ali Khan recently took to Instagram to share a delightful behind-the-scenes (BTS) glimpse from her latest advertisement shoot, revealing her cheerful mood and creative spirit. In a playful and heartwarming post, Sara shared a video

Friday, November 22, 2024
Kartik Aaryan Enjoys Quality Time with 'Sea, Sand, and Sun' at IFFI Goa!

Bollywood heartthrob Kartik Aaryan, who is currently in Goa for the prestigious International Film Festival of India (IFFI) and Filmazaar, took a moment to unwind and connect with nature. The actor shared a series of serene pictures on his Instagram, showcasing

Friday, November 22, 2024
Shehnaaz Gill Starts Shooting for Punjabi Film: A New Journey Begins!

Actress and social media sensation Shehnaaz Gill is all set to embark on a new chapter in her career, as she commences shooting for her upcoming Punjabi film. The actress shared her excitement with her fans on Instagram, marking this milestone

Friday, November 22, 2024
ADVERTISEMENT
ADVERTISEMENT