From online to on-ground innovations, a look at Viacom18 Studios marketing strategy for Fighter movie

Brand association

#Fighter collaborated with over 50 brands, including names such as Godrej Home Securities, Kotak PVR card, Bisleri, Croma, and Dr. Ortho Pain Relief to name a few.

#ThankYouFighter campaign

When #ThankYouFighter took flight, a wave of gratitude swept across the nation. Over 10 lakh heartfelt digital messages poured in from every corner of the country, along with 2.5 lakh handwritten letters from more than 300 schools across 23 states. Viacom18 Studios said, “This is a testament to the deep appreciation for the Indian Air Force. Team #FIGHTER went beyond the virtual realm, personally delivering the nation’s gratitude to the air warriors at the Pune Air Base.”

#BeAFighter campaign

On Meta, the industry-first conversational chatbot under #Fighter recorded a remarkable 60% engagement rate, marking the largest Opt-In Campaign globally on the platform.

Furthermore, the Fighter AR Filter made an impact by achieving an average AR time spend of 53 seconds. “This breakthrough showcased not only technological innovation but also engaged users in an immersive and prolonged digital experience. It marked a significant milestone in augmented reality interactions, adding a new dimension to our campaign's success,” added Viacom18 Studios.

IAF Band collaboration

The #Fighter team collaborated with the Indian Air Force Band. “Team #Fighter feels honoured to have had the IAF Band perform their powerful rendition of #VandeMataram, uniting the nation in a shared spirit of patriotism,” said Viacom18 Studios.

Outdoor activation

On-ground initiatives included eye-catching displays in Mumbai, like the Island Display at Juhu, anamorphic art installations in Sion, an active aircraft display at Carter Road and a plane rotation in Mahim.

Lingo takeover

Inspiring a linguistic revolution with a reach of over 5 million joining the wave, #Fighter brought aviation lingo to the forefront of internet discussions, turning it into a hot topic and showcasing the campaign's influence on popular culture.

News channels and print

“#Fighter has made a significant impact in the news world, captivating audiences and dominating headlines. The campaign's influence has been nothing short of a storm, leaving an indelible mark on the media landscape” said Viacom18 Studios.

As part of the print leg of the campaign, Viacom18 Studios invited millions to scan QR codes, directing them to watch the thrilling trailer and engaging the nation in the inspiring story of valour and dedication.

Info@BestMediaInfo.com