Use of PR
Client Rising Sun Films
Brand Pink
Entrant Ogilvy & Mather
Brief Shoojit Sircar’s new film needed promotion. It wasn’t a big-budget production, and its theme wasn’t mainstream – the film was about a women’s rights. It had one big star – Amitabh Bachchan. However, just his presence wasn’t a guarantee of success – his last few films hadn’t done well at the box office.
We capitalized on Amitabh Bachchan’s stardom by releasing an open letter to his granddaughters on his social media pages. The letter was published both as a video and as a written document, and it was immediately picked up by the mainstream news. Women’s rights were suddenly the hot topic of the week. In the middle of this discussion, ‘Pink’ released, and audiences flocked to theatres.