Case Study: Teen Patti Movie Social Media Promotions

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Hinduja Interactive

Tower No. 1, 4th Floor, International Infotech Park,

Vashi, Navi Mumbai 400 075

Serendipity Films: Teen Patti

Client Name

Hinduja Ventures and Serendipity Films

Services Offered

Strategy, Design & Development

Technology

ASP.Net, PHP, XHTML, AJAX, DHTML, FBML,

MySQL, MS SQL

The Client Hinduja Ventures and Serendipity Films - IN Entertainment's production entity led by Ambika Hinduja

focuses on producing entertainment content, specifically Hindi feature films that cater to a worldwide

audience. The production banner has garnered appreciation from critics and audience alike with its

successful début in the year 2006 with the film- 'Being Cyrus'. The film boasts of A-list Bollywood actors,

a strong script and great direction. Focused on producing meaningful and urbane entertainment

content, the critically appreciated film production banner released its second film – 'Teen Patti' on

February 26, 2010.

The Brief After a sabbatical of nearly four years, Serendipity Films was approaching the release of the then much

anticipated film 'Teen Patti' (Release date: February 26, 2010). Presenting its next Hindi feature film

after the banner's 2006 release 'Being Cyrus', Serendipity Films wanted to explore online media options

to maximise publicity coverage for the film Teen Patti.

The premise of Teen Patti was built around a game of playing cards. The film's story revolved around a

high rolling Indian mathematician who benefited in the game of Teen Patti (Poker) by eliminating risks

through his theory that redefines the principles of probability and randomness. The film tells the tale of

greed and deceit that ensues, making the lives of the lead characters as unpredictable as the game of

Teen Patti.

The stellar star cast of the film boasts of “Greatest Star of the Millennium” (BBC Online)- Amitabh

Bachchan, Academy Award winner Sir Ben Kingsley and Filmfare Award (India) winner R. Madhavan.

With multiple releases in and around the film's release-date, Serendipity Films wanted to generate

tremendous buzz on Teen Patti even before the official launch of trailers and music.

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The Approach Working within a time frame of two months, Hinduja Interactive designed the online communication

strategy for the publicity of Teen Patti. The film's focal elements were its popular star cast and the

premise of a card game, which was factored to generate viral networking through social networking

sites.

The Solution � Hinduja Interactive created awareness on the web with Social Media Optimisation (SMO)

strategy. SMO is the medium of informing the masses about anything new via the web of social

networking sites. The SMO was focused on popular networking sites within India - Facebook,

Twitter, YouTube and Orkut, which were the main targets of communication strategy.

� A 'Fan page' was created on Facebook with customised tabs to navigate into sections like

'Photos', 'Videos', and 'Cast & Crew' etc. With the FBML technology, Teen Patti fan page was

customised to confirm to the film's publicity design. Simultaneously, Twitter and YouTube too

had the Teen Patti skin on its page and channel, respectively.

� Innovative applications were conceptualised and developed on Facebook. A sassy application

‘Are you being played’ that confirmed to the film's premise of greed and deceit was developed.

The application had a connect with the film as it was designed keeping the characteristics of

lead artists in mind. Various other interactive contests and games to keep the audience glued on

to the page were executed on Facebook.

� The celebrity status of the star cast was leveraged to gain additional publicity. A 'AB Fan Club

Blog' was incorporated that gave generic information and updates about Amitabh Bachchan.

This Blog discreetly promoted Teen Patti across all pages by exploring and executing areas of

brand connect.

� Apart from the digital communication, Hinduja Interactive facilitated an official tie-up between

Serendipity Films and Sify.com, Casino Royale, Goa and Kingfisher Airlines to increase brand

visibility among a larger scale of audience. From traditional Press Releases to Teen Patti Luck

games, Hinduja Interactive successfully increased the upcoming film's visibility amongst the

masses.

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Screens

Facebook Applications

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Facebook Fan page

FBML Page

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YouTube Channel

The Result Facebook Teen Patti fan page fans hit 5000 plus in less than 2 months and YouTube Teen Patti channel

were declared Rank #5 as the most viewed channel on YouTube and Rank #14 as the Most Subscribed

Channel.

Hinduja Interactive gave Serendipity Films a dedicated fan base of 5,000 plus users and a visibility that

averages over 600,000 for Teen Patti.

Documents

Case Study: Teen Patti Movie Social Media Promotions