URI | The Surgical Strike’s aggressive social media strategy

Movies have always been keen on promotions through social media, given the people’s interest in the category. Entertainment is one of the largest categories of content consumption on social media.

RSVP Movies and the team of URI | The Surgical Strike seems to have struck the right plan. Here are some things they got perfectly right on social media

Consistent content
The frequency of release of the content has been bang on. They started with 2-3 videos 2 months before the release and kept increasing the frequency of the content coming closer to the release. They have posted one video everyday in the week building up to the release.

The use of right thumbnail
Every video has a teasing thumbnail which pushes users to watch the film. The videos are cut out with stuff that will connect with the audiences. Videos with the headline ‘Stealth Mode’ ‘Sniper Attack’ and ‘Night vision’ would resonate perfectly in this day and age of PUBG fandom.

Given the context of the film, the film makers also integrated with PUBG game, this would have definitely created mass reach given the game is a bit a hit amongst Indians right now


Content created specifically for YouTube
This video is definitely shot only for YouTube and it is great of to see the production time, cost and effort put in, in a video like this, specifically for digital channels.

Every social platform has a different purpose
YouTube being the lead platform for hosting video content, Twitter is being used effectively for the media PR push and reposting articles and interviews covering the film and the cast. They also have created a short videos of dialogues and stills from the film, specifically for Facebook and Instagram, this clearly shows they understand what works on which platform and are dedicating efforts to create for separately for each platforms

Integrating with Google Assistant

To build engagement around the storyline, users can also participate in interrogating the terrorists. Here is a video explaining how.

Listening to the comments section
They seem to listen to the comment section too, a controversial dialogue that was dropped from the trailer earlier has been re posted 2 days before the release of the film, and the comments section has exploded again for obvious reasons.

URI starring Vicky Kaushal, Yami Gautam and Paresh Rawal releases on 11th January 2019 and having garnered so much traction online, looks to be slated for a massive release.

Authored by : Hardik Joshi

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