For Shah Rukh Khan fans, it’s been a case of fifty shades of separation from their favourite hero who was last seen on the big screen in Happy New Year. While he might not have a release in over a year, SRK has been hard at work — shooting three films simultaneously. The Christmas release Dilwale — which reteams him with his Chennai Express director Rohit Shetty and his on-screen ‘best half’ Kajol — will declare open the SRK film season. This will be followed by the much-awaited Yash Raj Films’ Fan, directed by Maneesh Sharma, scheduled to release on April 15, 2016. And then on Eid 2016, Raees will stake claim at the box office. While the noise of Raees’ Eid day clash with Salman Khan’s Sultan is deafening, both superstars have such loyal and individual fan following that both films can co-exist peacefully in theatres near us. Just for the record, the teaser video and posters of Raees with SRK rakin’ it up as a badass bootlegger — with the perfect facial scruff and those sexy spectacles — created a mini Twitter traffic jam.
This is the way they are doin’ it in Bollywood now. Social media and film promotion are currently in a good marriage. ‘Teaser campaigns’ on Twitter and Facebook help in creating a community feeling, so when your favourite star shares something of his work, as a fan you feel it’s your responsibility to share it further. Films have been promoted on social media before but not the way SRK is doing it. The fact that he’s doing it for all his three forthcoming films at the same time and in such a distinctive manner that all films have their unique recall value is a marketing golden boot.
I was curious to know the digital footprints of all these three campaigns and the numbers only go to show the impact and reach of social media. So let’s number crunch together:
Raees teaser: Views on Facebook: 21 lakh, YouTube views: 11 lakh. Raees Posters: Facebook Views: 1.85 Crore, Number of Likes: 10 lakh.
Dilwale still: SRK Twitter: Retweets: 5.5K, Favourites: 10K.
Fan teaser: Views on YouTube: crossed 1 million in less than 24 hours, Fan teaser poster: Facebook reach: 2.2 million.
Phew! For a guy who famously said, “Actors don’t have numbers, only phones do”, he sure is in bed with numbers. Whether it’s his impromptu midnight #AskSRK sessions or musings about life — SRK navigates social media like a pro. And the social media whizkids also value his feedback. He gave Twitter guys the idea to incorporate the video tweet, which they promptly did and of course SRK was the first one to use it. Just a few days back when Facebook launched their new feature ‘Live broadcast’ for their Mentions app, SRK got first mover advantage. His video shot via Facebook Mentions has already crossed 1.8 million views.
It’s time somebody came up with a dubsmash of ‘Social Media Ka King Kaun’, in SRK style!
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