Quality beats quantity always! In this category, we champion those marketing wizards who made us go watch their movie.


Toilet Ek Prem Katha

Open defecation with a clean strategy. The digital marketing for Akshay Kumar-starrer involved roping in Bollywood stars who tweeted quirky videos related to the urgency of toilet. Associated with Swachh Bharat Abhiyaan, it even earned praise from PM Narendra Modi, and was wrapped with a kickass toilet anthem featuring Akshay Kumar. Toilet initiative spread like wildfire, raking in numbers.

Lipstick Under My Burkha

Lipstick Under My Burkha faced bans, rebukes and derogatory comments from the panel of CBFC under the then Chief Pahlaj Nihalani. However, rising like a phoenix, the movie when cleared came up with the best of digital promotional videos. From the difference between an Adarsh Naari and Modern Naari, to a hundred things females have to listen to on a daily basis, to the ultimate Lipstick rebellion, the cast and crew were on a roll.

Jab Harry Met Sejal

From the mini trails that built up the curiosity over the trailer to give it a blockbuster boost, to SRK meeting all the Sejals, to launching a beautiful ring emoticon on Twitter, a chatbot to acquaint with Harry’s character and a Facebook camera effect, the makers of JHMS went for a kill. The digital marketing strategy of the movie was simple, sweet and innovative.


Anushka Sharma-starrer had the best digital strategy to kickstart promotions. Following the Oscar fiasco, the makers cleverly placed the character of Shashi, who was a ghost, amongst the jury, and she stated that she was there all the time, just that they did not hear her. They went on with the #ShashiWasThere campaign, and it was a huge hit on social media. What’s more? Even Shah Rukh Khan was spooked when Shashi made an uncalled for visit to him at Mannat.

Bank Chor

The makers of Bank Chor came up with this super cool strategy of stealing the posters of various movies. From Salman Khan’s ‘Tubelight’ to Shah Rukh Khan’s ‘Jab Harry Met Sejal’, the chors successfully hijacked each and every poster, making everyone laugh out loud on social media.