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.
