What’s happening in Bollywood, happens on Twitter. #Judwaa2 has emerged as one of the most talked about Bollywood films on Twitter of 2017 this week. Kicking off the festive season, Twitter proved to be the go-to conversation platform for all Varun Dhawan (@Varun_Dvn) fans across India as his new film Judwaa 2 recorded close to 500K Tweets during its opening weekend (from Sep 28 - Oct 3) and over two million Tweets in 2017 so far.
In collaboration with Twitter, the film launched Judwaa2 Party with Twitter, special Meet & Greet sessions in several cities in India, engaged fans with personal reminders from Varun Dhawan before the film’s release, and introduced a special #Judwaa2 film emoji. The emoji depicting Varun Dhawan’s two twin characters from the film, is live until 9th October.
In addition, the most talked about under 30 Bollywood celebrity on Twitter, Varun Dhawan (@Varun_Dvn), Jacqueline Fernandez (@Asli_Jacqueline) and Taapsee Pannu (@Taapsee) delighted fans with sneak peeks and exclusive video content on the platform in the lead up to the premiere. Across the opening weekend, Bollywood fans and celebrities alike joined in the #Judwaa2 conversation sharing their love for the film and rooting for their favourite star - Varun Dhawan!
We wanted to take a leap ahead with social marketing for Judwaa 2. Twitter, being an effective conversation platform, was crucial to our plan to drive engagement with Judwaa 2. Together, we launched a partnership to create a sustained engagement plan with the fans of Varun Dhawan and Bollywood Movie-watching audiences over a period of 4 months and created promotion pillars like the Judwaa 2 Emoji launch and the multi-city engagement platform connecting fans with the lead cast of the film through hyper- localised targeting. We are delighted that the movie has received such amazing love on Twitter and hope to recreate the same magic for future campaigns.