Unique online strategy for ‘Akira’ trailer launch reaps rich rewards

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The trailer of the upcoming action movie Akira starring Sonakshi Sinha has become the new rage on the net. The youth have lapped up Sonakshi Sinha’s action avatar as the trailer created an all new all-time record for the highest number of views for a female led movie.

The trailer of the film was hugely anticipated by fans over the last few days as Fox Star Studios crafted a well-planned strategy that looked to integrate Sonakshi’s massive social following. The campaign started with the actress, who has one of the highest engagement score with fans on social media, releasing all assets through her social identities. Each asset was launched with a strategy for her to engage with her fans, creating organic discussion and engagement on each asset and building the hype around the trailer launch.

The trailer launch was also crafted strategically to ensure that the asset goes viral instantly. After a successful on-ground launch of the trailer in an event comprising of a huge gathering of college students along with the media, fans became impatient for the trailer to be officially released in the digital space. The studios had planned to use the eagerness of the fans and audiences and use it as a trigger to give an unprecedented push to the unit. Sonakshi then took to an impromptu live chat on Facebook where she suddenly released the trailer online,
amidst a live audience of nearly 20 k fans who had gathered in just about 15 mins.

The unannounced release of the trailer caused great excitement amongst fans, leading the Akira trailer to be in the top trended topics within its first hour. The momentum only pushed the asset to smashing all milestones as it notched 3mn views in 24 hours – the highest ever for a Hindi film led by a female lead. At 36 hours from launch the view count stands at 5 million views!! Facebook, the largest social media platform in reach, were partners for this strategic asset launch as the studios targeted the youth of the country, action lovers and Sonakshi and Murugadoss’s fans to spread the word, and carefully posting updates with demographic parameters in mind .

Shikha Kapur, Chief Marketing Officer, Fox Star Studios said, “Akira is a special film from AR Murugadoss and Sonakshi Sinha fits into this unique character like a glove , blending raw action effortlessly with depth of emotion. With the slew of digital activities that we planned around the trailer launch, coupled with some precise strategic planning , we are thrilled that the trailer has evoked such a positive response with audiences and our asset has managed to go viral organically and become a rage among the youth of the country.”

Akira (Sonakshi Sinha) hails from the town of Jodhpur, arrives in Mumbai, to further her education and hopes to erase the scars of an unsettling childhood, and move ahead in life. But unknowing to her, Akira finds herself in the middle of a crime where she is pitted against a menacing police officer (Anurag Kashyap) and his gang of three others. Suddenly she stands to lose everything – her family, her friends , even her own sense of identity – as she becomes the hunted. Now she has only herself to trust, and she needs to find the strength within her to stand up for what is right and prove her own innocence. A tough battle now lies ahead of her, where everything will be on stake, and no one will be forgiven in her quest of justice.

Akira – directed by A.R.Murugadoss – the man behind gripping action thrillers like Ghajini and Holiday – and produced by Fox Star Studios, releases on 2nd September.

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