Inside: Roohi advertising and marketing technique makes an attempt to drive theatre footfalls

Because the query looms massive that whether or not the Indian viewers will return to film theatres, the Roohi advertising and marketing technique leaves no stones unturned and bets excessive on the aspect of spook and thrill.

Because the Indian Authorities permits 100% occupancy at film theatres, Roohi hits the silver display, a theater-release after virtually a 12 months with a full-throttle advertising and marketing technique.

Produced by Dinesh Vijan underneath the banner of Maddocks Movies and Jio Studios, Roohi is helmed by Janhvi Kapoor, Rajkummar Rao, and Varun Sharma because the lead ensemble.

At a time when the viewers has been attuned to digital content material owing to the pandemic, social media performs an important half within the Roohi advertising and marketing technique. With Janhvi as Roohi, all set to spook and take the viewers on a comic book trip, we check out its advertising and marketing ways.

Teaser: ‘Mard Ko Zyada Dard Hoga

The advertising and marketing technique for the film drives the themes of ‘Bhootiya Wedding ceremony’ and the return of the Magic of Cinema; Roohi film advertising and marketing commenced with the discharge of film teasers and formal bulletins, capped with the tagline of ‘Iss Baar Mard Ko Zyada Dard Hoga’.

Official Trailer 

This was adopted by the discharge of the official trailer, sharing glimpses of the Spooky Love Triangle.

Tune Releases, Contests & Challenges

A niche of 12 months and the return of Cinema needed to be doled out with a beneficiant quantity of Bollywood music composed by Sachin-Jigar underneath the label of Sony Music India. Roohi Film Advertising and marketing leveraged the musicality of the duo and the gifted star solid to deliver forth the much-used tune challenges.


Leveraging the hook-step of the tune, this problem urged the viewers to recreate the step for the Panghat tune. The key hashtags used were- #Panghat and #PanghatChallenge.


The recreation of Shamur’s get together tune, ’Let the music play’, was leveraged throughout Instagram Reels and guess-the-song posts.

Guess the Tune

Defining #NadiyonPaar

Kishton Launch with ‘Make your individual Shayari Contest’

This initiative centered on in style dialogue snippets from the movie and requested the viewers to finish the dialogue, making their very own ‘Shayari’.

Driving Engagement By Spooks


Leveraging the aspect of spook, film entrepreneurs launched the #PalatChallenge on Instagram Reels. Based mostly on a supposed horror-comedy second from the film, this marketing campaign promotes the film scene and goals to have interaction the viewers by way of dynamic posts.

Instagram Filter

The film entrepreneurs tried to examine all of the tick bins with the launch of Roohi Filters on Instagram and Fb

Additionally learn: With language at heart Angrezi Medium Movie Marketing captures social media

Content material Collaborations – Creators, Celebrities & Influencers

The advertising and marketing group didn’t go away any stone unturned to seize eyeballs and attain the utmost variety of individuals. For this, they collaborated with dance influencers, YouTubers, and different content material creators. Every of the content material items had a component from the horror film and Roohi a.ok.a Janhvi attempting to terrify the creators, retaining alive the phobia, comedy, and enjoyable.

Dance Heroes x Janhvi Kapoor

This collection showcased Panghat as one of many outstanding songs together with the lead character and the dance heroes. It used #ReelsWithRoohi as the first hashtag.

#HorrorAct Awez Darbar x Roohi

Ashish Chanchlani ft. Chambdi Baba x Roohi

Abhishek Bachchan

CTA, Countdowns & Relatable posts

Roohi advertising and marketing additionally concerned a collection of relatable posts, topicals, and countdown posts with related CTAs to look at the film within the theatres.


The #WeekendVibes publish leveraged one of many movie songs with neon colours to focus on the protagonist.

Particular Results: Spooktacular?

As part of the ways, this publish aimed to amplify the Spooktacular affect with 3-D affect.

Countdown Posts


With the rising reputation of memes, Roohi group made positive to share a constant dose of topical memes to tickle the humorous bones.

Selling Theatres

Put up a 12 months’s hiatus, Roohi additionally tried to provide a push to main Movie Theatres to deliver again the film screening expertise at locations reminiscent of PVR Cinemas and INOX Films.

PVR Cinemas went a step additional and made an effort to have interaction the viewers to return again to Cinema halls with a contest marketing campaign.

To Sum it Up

Total, the entrepreneurs appear to have ticked all of the check-boxes for Roohi film advertising and marketing technique. With the viewers acclimatized to viewing content material at dwelling, the makers attempt to make the prospect of watching this film in theaters all of the extra interesting.

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