With a very unique promo called 'Stand Up For Gold', ‘Gold’ started its buildup. The teaser was played in theatres urging users to stand up for the national anthem while the British Anthem played instead of the Indian National Anthem. This unit with some hard-hitting anecdotes was screened across theatres in India on a very well strategized day of Eid which coincided with the release of the Salman Khan starrer ‘Race 3’ that got maximum audience traction. #StandUpForGold was planned by Excel Entertainment, storyboarded by Xtrathin, executed by Trigger Happy.
The impact of the same was seen when the audience took to social media to share their opinion on this unique marketing move. The teaser was later launched digitally and it garnered similar response. The reaction video was shot by White Turtle Studios.
After the teaser launch, Akshay Kumar took to Twitter to announce the trailer launch date and time to his fans. ‘Gold’ trailer was then launched early on a Monday morning (25th June) via Facebook by using a new feature called Live premiere for the first time ever, where fans were able to set a reminder a day prior to the launch to see the trailer. The trailer was premiered as a live video on Excel Entertainment, Akshay Kumar and other partner Facebook pages.
Facebook Messenger was also used wherein a day prior fans could subscribe to get the trailer on Facebook messenger directly from Akshay Kumar. This saw a record of plus six lakhs new subscriptions for any Bollywood movie trailer and on the launch day the trailer link was sent out to more than eight lakh users from Akshay Kumar's Facebook messenger.
‘Gold’ was also the first Bollywood trailer launch which featured on Instagram’s new platform called IGTV via Akshay Kumar’s profile while on YouTube, the trailer trended at No.1 position in India and later trended in more than 6 countries including Canada, UAE and more.
Twitterati’s got #GoldTrailer trending at the top spot in India in no time. The hashtag went on to trend worldwide with many Bollywood celebrities, trade and influencers appreciating the trailer on Twitter.
Apart from social media, the trailer was also pushed on other digital platforms such as the Jio App which reached out to a base of 27 million subscribers. The trailer was simultaneously launched on Idea's video platform - Idea Movies making it not only a social media phenomenon but also digital phenomenon.
With the help of so many activations for the trailer, ‘Gold’ received huge response on Youtube and Facebook in a span of 5 days.
This successful launch was achieved with the collaboration of Excel Entertainment with their digital partner Digi Osmosis.
To amplify their film across Digital Platforms, Excel Entertainment wanted to partner with Digi Osmosis given the previous campaigns that Digi Osmosis handled.
Vishal Ramchandani, Head of Marketing, Excel Entertainment Pvt. Ltd., said “‘Gold’ is one of our most ambitious project and we wanted an agency that understands content and how to reach our audience in the most innovative and effective manner via digital mediums. Digi Osmosis has the right mix of creative strategy and execution and has proved their capability with their previous projects as well as the ‘Gold’ Trailer Launch.”
Manish Kumar, CEO of Digi Osmosis speaking about their latest project ‘Gold’ said, "When you get a movie like ‘Gold’, there's only so much we can do using social media to promote it because of being restricted by the platform's features, but today we live in a digital world and not a social media world, and that's the reason we don't want to hold back in any way by limiting ourselves only to social media. We are aiming to break digital barriers and crossing boundaries to make this movie as big as possible."
The movie is set to release on the 71st Indian Independence Day along with ‘Satyameva Jayate’....