For Ek Deewane Ki Deewaniyat, the focus was to spark massive audience engagement by tapping into fan culture and digital virality. The objective was to create a trend that not only promotes the film but actively involves the audience in its momentum.
We conceptualized and executed a high-impact audience challenge — “If Sonam/Harshvardhan comments on this reel, we will go watch the movie.” This simple yet powerful hook drove creators and audiences to participate at scale, turning content into a viral movement. The campaign leveraged influencer participation to accelerate reach and authenticity, making it organically trend across platforms.
The result was a surge in comment-driven engagement, widespread audience participation, and organic promotion fueled by fan excitement, positioning the film strongly within digital conversations.
Generated massive audience participation and comment spikes, leading to organic trend adoption and heightened buzz around the film.
