Bachchhan Paandey — Viral Launch
1.2 billion views in 28 hours
Yash Raj Films / Akshay Kumar · Entertainment · 2022
India's most audacious Bollywood promotional campaign. We staged a fictional 'kidnapping' of 12 top Moj creators, each releasing cryptic content that fans tried to decode. The revelation — orchestrated by the film's lead villain — was unveiled in a single synchronized moment across all 12 accounts.
The Challenge
Create maximum buzz for a major Bollywood release in an oversaturated promotional landscape.
Our Strategy
Storytelling-first influencer stunt that blurred the line between fiction and reality, sparking massive organic discussion.
Key Results
- 1.2B — Views in 28 Hours
- 12 — Synchronized Creators
- #1 — Trending Nationwide
- 360° — Platform Coverage
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