Manikarnikaâ€™s Republic Day release had its pros and cons. 26th January being a national festival and holiday was a big advantage for the film to get a bumper opening as it connected well with the concept of the film but there was a disadvantage to it as well. 26th January is a national holiday, and no newspapers go into printing on this day, which in a way was a hurdle for the team as Sunday was a very crucial day for the film. Zee Studiosâ€™ and Digi Osmosis, the agency that managed the Digital Marketing for Manikarnika, took it up as a challenge rather than looking at it as a hindrance and came up with a strategy to overcome the absence of newspapers.
They identified the 18 important markets in India, the target audiences and the digital platforms used by them. Depending on each of these factors the communication was customized accordingly. Regional markets played a key role in the success of Manikarnika and this strategy helped achieve it to a great extent.
Reviews were made available to the viewers on their favourite digital platforms like Whatâ€™sApp, Facebook and Instagram via seedings and influencers in their preferred languages so that the absence of newspapers doesnâ€™t create an obstacle in achieving the desired results.
â€œPractically every Indian is on digital platforms today, which means they are spread across various platforms like Facebook, YouTube, Whatâ€™sApp, Instagram. Influencers also play a key role in this digital era. We believe in reaching the audiences where they are rather than expecting them to come to us. The platform, the language being used has to be customized to appeal to the users,â€ explained Manish Kumar, CEO & Founder, Digi Osmosis.
â€œWe wanted to educate the audiences but at the same time didnâ€™t want the film to be preachy. The idea was to ignite the patriotism within us without making it sound like history lesson. So the entire campaign had to be planned with a similar approach,” said Neeraj Joshi, Head-Marketing, Zee Studios.