Director duo Raj & DK’s film ‘Happy Ending’ starring Saif Ali Khan, Ileana D’cruz, Govinda, Kalki Koechlin and Ranvir Shorey, released globally on November 21, 2014 has gone beyond the usual social media of Facebook and Twitter for its digital marketing. The movie explored dating app – Tinder to attract connected audiences.
“Look around and you will find the youth is on Facebook, Twitter, Instagram and Tinder. If social media platforms are evolving, so should our movie promotion campaigns. With ‘Happy Ending’, we are the first to tap the potential of Tinder. We have gained immense traction on the app ever since we have launched this activity, and users are not only reacting to the novelty of the campaign but also relating with the movie protagonists,” said Mehak Sabat, Group Head of Entertainment Strategy at Glitch, Happy Ending’s digital agency.
Three days prior to the movie release, it announced through social media that the lead pair of the film, Saif a.k.a. Yudi and Ileana a.k.a Aanchal, have joined the online dating app Tinder. Post the announcement a lot of people ‘matched’ their profiles on Tinder and started having a conversation with the characters. The activity quickly picked up and in less than an hour both their Tinder profiles had over 100 matches. On Twitter, many users started tweeting their fun conversations with Yudi and Aanchal where the characters asked them to meet them on November 21, promoting the release date.
“A small research in our circle helped us find out that Tinder is full of commitment-phobic people. Young boys and girls just looking to spend some fun time together not really caring about ‘Where is this relationship going?’ and knowing our characters as from ‘Happy Ending’ Yudi and Aanchal, we were sure they would definitely be the first ones to sign up on Tinder. What better way to get the boys to fall in awe of Aanchal and the girls to fall for Yudi?”, the marketing team of the production house Eros International said.
Pegged as a ‘Rom-Com about Rom-Coms’, ‘Happy Ending’ is a story about two writers Yudi and Aanchal who are both commitment phobes, and their journey towards a Happy Ending.