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1920 Evil Returns – Bollywood And Social Media Marketing Case Solution & Answer

1920 Evil Returns – Bollywood And Social Media Marketing Case Solution

Executive summary

This case revolves around the social media campaign for the Bollywood movie ”1920 Evil Returns”. The social media campaign was executed by Ami Shah, who is the founder of IntelliAssist, a marketing agency company in Mumbai, India. The social media campaigns were planned to continue marketing the movie for 45 days on YouTube and Facebook. Besides that, Google Ads were used for marketing on different websites that had enormous users. These websites included two categories, which were are: news websites and Bollywood websites.The movie was a combination of horror and romantic genre. There was an immense focus on the music and acting skills. Therefore, the target audience were teenagers and young people from the age bracket of 18-35 years.

The reason behind outsourcing her is that marketing strategies are a significant factor forthe success of any movie. Therefore, she needed to analyze all the factors that contribute to the marketing, and these factors were internal and external. Therefore, due to her efforts and effective planning, social media campaigns were successful. Now another challenge for her was to identify the factors for designing marketing plans for another movie, which is the sequel of ”1920 Evil Returns”, and the title of the upcoming movie was ”1920 London”. Another challenge for her was to identify another way to design campaigns and their effectiveness as compared to what had already been done by her for the campaign.

This report is based on strategic analysis, which is a SWOT analysis that covers all the internal and external factors.Due to the social media campaign, the movie successfully reached 1,27,482 audiences, which is a big number. However, there was significant competition with other big movies in November and December 2012, such as: Dabang and Talash. However, a picture contest was criticized by critics and a sophisticated audience; however, it hada minor impact on the ROI of social media campaigns.Therefore, Ami must not use this for an upcoming movie.

Introduction

This case is about the social media campaign for the Bollywood movie”1920 Evil Returns”. The social media campaign was executed by Ami Shah, who is the founder of IntelliAssist, a marketing agency company in Mumbai, India. The movie was a combination of horror and romance. Music and acting skills were highly focused upon,therefore, the target audience were teenagers and young people from the age bracket of 18-35 years, who seemed to enjoy good music and the combination of both the genres which the movie had.The social media campaigns were planned to continue marketing the movie on YouTube and Facebook. Besides for 45 days. Apart of this, Google Ads was used for marketing on different websites that had enormous users. These websites included two categories, i.e. news websites and Bollywood websites. For the success of social media campaigns; the investors spent INR 0.95 million. The objective of social media campaigns was to increase the number of audience for the trailer and the movie.Another objective was to grab the attention of amaximum number of people through the movie’s  posters and banners.(Suhruta Kulkarni, 2013)…………..

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