2011

Digital Strategy For

The Movie
“11th Girlfriend”
By
Mehul Gala
K. J. Somaiya Institute of Management Studies and Research

Submitted To: Date: 23rd January 2011

Mr. Alnoor Merchant
Ms. Tanvi Modi
Epigram Advertising (Mumbai)
Mehul Gala The 11TH Girlfriend Epigram Advertising

Movie Set Up
Contemporary, young, fresh, romantic comedy which sees the launch of a major star son,
touted to be the next superstar in the industry. Shot in and around Mumbai, very today,
coming of age film with a witty one-liners, and a step above the regular clichés of this genre.
Launches a new, unknown girl as well, who has an equally strong role.

Cast & Production Budget

As it is a launch vehicle, there are no other big stars leaving aside a few character actors in
key roles and production budget of the movie is Rs. 5 crores.

Music
Music is young, peppy and fresh. Album is a compilation of a dance number, fun friends’
number, a couple of romantic ballads etc. Mix bag of well composed music and fresh lyrics.

Assumptions
Since no information about the movie name and story is given, certain assumptions are
made so as to make the campaign synchronized with the movie. The assumptions are,

1) Movie name: 11th Girlfriend

2) Gist of the storyline: Actor doesn’t believe in love and is a big flirt. Making new
girlfriends gives him the sense of achievement. He has already dumped 10 girls till
now. But the 11th girlfriend dumps him to make him realize how painful it is to live
that phase. He also realizes what love is all about. He tries to correct all his mistakes
so as to get his love back...
3) Name of the Actor in the movie: RAHUL

Digital Media Used for the Campaign

 Social Media Websites: Facebook and Twitter
 Video Portal: Youtube
 Gaming Portal: Zapak.com
 Blogs
 Online Banners
 Contest
 Online Karaoke Application
 Mobile SMS and Mobile WAP site

The entire strategy will be executed in the three different phases. Each campaign will fall under any
of the following phases depending on the need and time,

1) Teaser campaign 2) Pre-launch Campaign 3) Post-launch Campaign

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Mehul Gala The 11TH Girlfriend Epigram Advertising

Digital Strategy for the Movie “11th Girlfriend”

Online Banner (Teaser) Campaign

Online Banners and offline campaign will ask people to follow a link. The link will be directed
to Zapak.com and the banner will be in white background with black bold letters,

“EK AUR SUPERSTAR KA BETA”

Small Puzzle Game On Zapak

Here the audience will be asked to solve a small photo puzzle to slide all unorganized blocks
in a correct manner to get the complete photo of a celebrity and at the end of the game link
to the blog will be provided which will contain more information about the superstar and
movie.

Updating Blog With The Incomplete Story

Here Blog will contain few photos of upcoming actor, description about him and his famous
father. There will be some information about his upcoming movie in the form of a story.
EX: Actor doesn’t believe in love. Making new girlfriends gives him the sense of
achievement. He has already dumped 10 girls till now but the 11th girlfriend....”for more info
stay tuned”. Here we will ask our audience to like and add themselves on Facebook and
Twitter page of this movie.

Updating Blog, Facebook And Twitter With The Mysterious Photo

More information will be updated in the form of a photo where 11 girls are holding the
actor and viewer has to guess and discuss which female is “THE 11th one”. Later the correct
information about the actress will be posted on the blog.

Launching The Online Promo Of The Movie And The Online Contest

Movie promo will be uploaded on the Blog and Youtube. This will also be updated on
Facebook and Twitter. There will be a contest linked with this video and winner of this
contest will be awarded with some original goodies from this movie ex: sunglasses wore by
the actor in the movie. For the contest, Participant will submit 2 things: 1) The dialogues
which are muted purposely in the Promo for this contest & 2) Original Funny way to break
up with your Boyfriend/Girlfriend. After this contest is over, we will launch the complete
promo video on various sites.

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Mehul Gala The 11TH Girlfriend Epigram Advertising

Viral Marketing Through SMS Campaign

High recall for the movie is achieved if we keep people talking and sharing about the movie
in their day to day life. This can be achieved by spreading ‘Humorous SMS’ across youth. EX:
Name of the actor in the movie is Rahul then SMS like “Rahul broke up with his 5th girlfriend
saying, I am dying and I can’t ask you to watch me fade away...please go and remember me
as I am”. 10 Such SMSs can be sent across masses.

Music Launch Through Youtube And Online Karaoke Music Feature

The music video of dance number, fun friends and romantic song will be uploaded on
Youtube and Blog, the update for the same will be posted on all relevant social media
networks. Later the users will use online karaoke song feature where they will sing a fun
friend song or a romantic song from the movie and dedicate it to their special friends or
loved ones on Facebook. They can update that in their other social network accounts as
well.

Launching A WAP Site For Mobile

We will launch a WAP page through which people will download movie wallpapers,
ringtones and cool one lines.

Launching “Whoz Ur 11th Girlfriend Application” On Facebook

We’ll create one Facebook application for boys which will guess who will be your 11th
girlfriend from the list of friends. Similar application for girls can be launched as well.