Directed by Sanjay Gupta, written by Vijay Kumar Mishra and produced by Rakesh Roshan under his banner FilmKraft Productions, Kaabil is a tale of love and revenge and stars Hrithik Roshan and Yami Gautam.
I provided copy, scripts and content ideas for the entire duration of the promotion. There was a vast array of assets that were to be published, not just on the official Kaabil pages but also on the stars’ and the director’s pages. Assets ranged from posters, motion posters, song promos, dialogue promos to countdown videos and much much more. With nearly forty pages of copy, this was one of my lengthiest projects yet. Some of the ideas, videos and scripts are given below.
Movie countdown 2
This will be a fun back and forth between Yami and Hrithik. We will ask 5 key questions. 5 questions that focus on 5 important events that every person can relate to and we ask Hrithik and Yami how they had dealt with the situation. How they overcame and how they became Kaabil.
The situations/questions can be:
- How did they tackle their first stage performance
- Their first driving lesson.
- Their first date.
- Their first speech in front of a large cloud.
Each video would end with a message and slate stating the number of days left to go for the film to release.
Content videos:
#WhatMakesMeKaabil
Video fades in on Hrithik.
Hrithik: Log mujhe hamesha puchte hain, what makes me get up every morning and live my life the way I do. Mera jawab? (Hrithik gives a quote relevant to him here. Example given after the bracket) my family is the source of my strength. My kids who give me boundless joy and energy. And you, my friends, who give me endless support. So when I have so much and more, how else do I live? (he smiles).
Hrithik: That is what makes me Kaabil. Now it’s your turn.
Hrithik: Tell me what makes you Kaabil with the hashtag WhatMakesMeKaabil and people with the best answers might just get to meet me! Are you Kaabil?
Video ends.
‘Kaabil Goes Live!’ a chatbot innovation.
Hrithik Roshan’s next film is Kaabil. The story of a blind man who goes on the warpath to seek revenge for the murder of his wife. The trailer, which released yesterday, has exploded all over the internet and has garnered more than 4.5 million views in just 15 hours.
Digi Osmosis in partnership with Facebook carried out a unique innovation for the film. All people had to do was message Hrithik and Yami on their Facebook messenger and they were messaged a voice note with a personalised poster. Not only that, even the trailer was messaged to them personally from the stars.
For the next step in the campaign, Digi Osmosis plans to take the Kaabil team live on Facebook. A Q&A session has been set up where people will be asked to send in their questions and the Kaabil team – Hrithik Roshan, Yami Gautam, Rakesh Roshan and Rajesh Roshan will answer them live. And the best part? Yami will host!
The event will take place live on Hrithik’s Facebook page so don’t forget to tune in with the #KaabilQ&A/#AskKaabilTeam/#AskKaabilAnything and ask your questions!
