‘Ki & Ka’: R Balki adopts unique social media strategy to promote his film

Kareena Kapoor and Arjun Kapoor are ruling the internet as the release date of their upcoming romantic comedy-drama ‘Ki & Ka’ draws closer. Film promotions have certainly become an integral part of film production, and it is no surprise then that filmmakers are adopting innovative strategies to grab maximum limelight. Taking this a notch higher, director R Balki, in collaboration with Digi Osmosis, has embraced a very unique social media strategy to engage his target audience and help them connect with the lead characters of the film. And we are mighty impressed with the way it is being executed with the film’s trailer.

The quirky campaign crafted for the film by Digi Osmosis runs through a special app created for the ‘Ki & Ka’ Facebook page. At the end of viewing the trailer on Facebook, the viewers are asked a question, “Who are you in your life, Ki or Ka?”. This is followed by another question asking whether they are independent, career-oriented, outspoken Ki or the homely, loving and caring Ka. Once the viewer has answered the questions and he/she clicks on the share button, the trailer is shared on the user’s Facebook timeline with a caption that reads, “I’m Ka in real life but you know, स्त्रीling (Feminine) and पुलling (Masculine) mean the same thing!”

Sharing his thoughts about this breakthrough campaign, Digi Osmosis founder Manish Kumar said, “For this trailer, the strategy was simple; there are thousands of people who identify with Ki & Ka on a very personal level. They will find it to be a very interesting activity and in turn share it with their friends. Their friends in turn, find it quirky and engage with the trailer, repeating the process. This encourages share-ability, a factor crucial for social media and creates a simple viral chain garnering the reactions required.”

Ki & Ka director and producer R Balki, who is mighty impressed with the campaign, said, “It has been a terrific learning experience for me working with the Digi Osmosis team. I gave them the trailer of Ki & Ka and they just had a few hours to convert it into an active engagement piece rather than a passive experience. They developed an app embedded in the trailer to make the viewer see herself/ himself as the characters in the story and respond. Simple. Innovative. And really on the ball.”

Also Read: 5 REASONS WHY ‘KI AND KA’ IS A MUST WATCH FOR YOU