Social Media Case Study: Ankur Arora Murder Case

Ankur Arora Murder Case

Digital & Social Media Marketing

Overview

• A Vikram Bhatt movie that was inspired by true events.

• Bollywood’s first Medical Negligence drama. The first half showcased

hospital events & the second half turned in to a courtroom drama.

• Story was written by Vikram Bhatt and movie was directed by Suhail

Tatari. Star Cast was Kay Kay Menon, Tisca Chopra, Paoli Dam, Arjun

Mathur & Vishakha Singh.

• Film was slated to release on April 05, 2013 but eventually released

on Jun 14, 2013 along with Fukrey.

• Received good critic ratings and positive reviews from trade media &

users; however turned to be a disaster at the Box Office.

Positioning & Key Challenges

• Movie Positioning

– Meaningful Cinema based on true events

• Key Messages & Talk Points

– Death & suffering due to Medical Negligence is a crime & 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 Medical 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 youth. They neither connect with

death nor mother-child bond.

– Go-to-market was delayed multiple times

Facebook Advertising Campaign

Facebook Ad Campaign Creative

Facebook Content Strategy

Content Strategy

• Content Strategy: We ran five campaigns & created one event:

– Who is Ankur Arora?: 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 & findings presented by Aamir Khan in the show.

– Light 5 Candles – Candle for Awareness, Candle for Hope, Candle for Courage, Candle for Protest & Candle for Justice. Idea was to 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 subject seriously and be part of the cause/ movement.

• Without making use of any fancy application this was an innovative

way of creating active engagement by leveraging Facebook existing

framework

1st TIME

Bollywood Movie

Creates an Online Event

Campaign 1 - Who is Ankur Arora?

Content

Engagement

Campaign 2 - Meet the Cast

Campaign 3 – Victim of Medical Negligence

Content

Engagement

Campaign 4 – Satyamev Jayate

Campaign 5: Light 5 Candles

Day 1

Awareness

Day 2

Hope

Day 3

Courage

Day 4

Protest

Day 5Justice

Event – Light a Candle for Justice

CONTENT

ENGAGEMENT

Event: Light a Candle - Engagement

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

Voice of Media – Ankur Arora Murder Case

asks the audience to Light a Candle for Justice

Voice of Prospective Audience

Twitter Campaign

• Used #LightACandle – Trend continued for over 36

hours. We increased video views & event RSVP

YouTube Promotion

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 notice from Britannia a few days before the movie

release

• A fresh video was created and uploaded. We shared new link with all online partners.

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

Not all Good Things End Well!

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