MUMBAI: Movie promotions have a lot of scope for creativity and imagination, but in the Hindi film industry, the various safe traditional marketing often leaves much to be desired. However noticeably, Trigger Happy’s Marketing division (Trigger Max) & Digital Innovations division (Trigger Edge) have been breaking the norms consistently. With innovative marketing and creating highly viewed and appreciated digital videos/ads from out of film content for films like Fukrey Returns, Pari, Pihu, Stree, Mulk etc, they have generated positive anticipation and aided these films to open successfully at the Box Office.

For RSVP’s URI – The Surgical Strike, THEN (Trigger Happy Entertainment Network) has boldly stayed away from the usual run of the mill ideas and these have in turn become a talking point in the industry, as every innovation garnered tremendous appreciation and built excitement for the film. The entire campaign i.e. Trailer, Marketing & Digital Videos have been executed by THEN.

The first taste of this creative marketing campaign was the launch of five digital marketing promos named as “Strike” videos. All the five strike promos termed as Night Vision, Stealth Mode, Revenge etc were ideated & executed by Trigger Edge, which were all out of film content. These five digital promos garnered a lot of attention for the campaign and the film. In another deceptive strike video, #UriDeceptiveStrikes, set at a press conference held by Yami Gautam, the viewer is left stunned when they realise that Vicky Kaushal and a bunch of other soldiers were standing in the background the entire time, and they went unnoticed, until the very end. In line with the theme of a surgical strike

” Taking an untraversed route, we struck gold. The right creative collaborations always reap new, unchartered and exciting ideas. Along with the RSVP marketing team’s support, Trigger Happy could walk the path less taken on Uri. The positive box office results are for all to see and it is highly motivating to have clients back us in the process, so we can keep innovating and pushing the envelope constantly.” says Amit Chandrra, Chairman Managing Director of Trigger Happy

In the campaign, a radio silence was observed which paid homage to 26/11 Mumbai attack victims. This was followed with a hard-hitting trailer which generated a lot of noise & did full justice to the theme of the film. The marketing team also pulled off the digital surgical strike #WeDidIt by making the Uri trailer trend in Pakistan.

Taking the promotional stint to the next level, Trigger Happy in collaboration with Dentsu Webchutney engineered an engaging interrogation with the help of Google Assistant. A supposed terrorist could be interrogated by the users to fish out the name of their employer via the Google Assistant. Another promotional activity was a brilliant and unpredictable attack on piracy.

A video was uploaded on Torrent sites with the same file size as that of a full-length movie. Upon downloading the torrent file, the users found a video of the cast talking to the person who downloaded it via the screen and urging them that the movie be seen at the theatres, and to stop piracy.

By the time the movie arrived in theatres on Jan 11, audiences had their adrenaline pumped and were thronging at theatres to watch URI. The film opened to a 8.49 crore which left everybody jumping with joy. The josh only went higher which has led to the Box office collection of over 150 crores, the verdict is out, the film is highly appreciated and the marketing campaign had delivered what it promised and more.