Smurfs, the lost village

The BRIEF
&pictures is a Hindi movie channel that is owned by the popular Zee Entertainment Enterprises Ltd. India’s only premium Hindi movie channel, &pictures entertains and celebrates the today’s young at heart Indian irrespective of age and is a reflection of how people across different mind-sets are evolving. It connotes the ease with which the contemporary viewer blends his ambition to soar high while remaining rooted to his sacrosanct values.
The campaign is specifically catered to the Hindi TV Premiere of Smurfs: The Lost Village
THE OBJECTIVE
Smurfs was one of the very few animated English content to be telecast on &pictures. It was a perfect opportunity to reconnect with the young audiences on the page along with driving awareness about the Hindi TV Premiere of the film.
The challenge remains that while Smurfs is a popular movie, it’s not really a part of the mainline culture in India.
The SUMMARY
Celebrity takeovers are passé, especially when your favorite animated characters take over your brand’s social media pages!
For the Hindi TV Premiere of Smurfs: The Lost Village,the team at &pictures & TSBI designed a one day activity where 4 Smurfs (Brainy, Hefty, Clumsy, and Smurfette) took over the &pictures social media handles.
THE EXECUTION
The creative strategy was to rekindle the latent liking that a Smurfs movie lover would have towards it. For the uninitiated, we inducted them to the tribe with a Smurfs takeover.
We had the 4 Smurfs from the film (Brainy, Hefty, Clumsy, and Smurfette) take complete charge over &pictures social media handles and present all the content for that day, the Smurf way!
Smurfs took over, being the anchor for information and engagement
But what really went through the roof was the effective response management where the page interacted with the fans. Actually, when the smurfs interacted with the fans
An arsenal of responses was created as responses to audiences
This activity thus helped us in creating awareness and driving conversations around the movie and the characters, and guess what? The Smurfs had a great time interacting with our audience too!

- THE RESULT
The activity organically garnered; | |
Increase in page comments across platforms: | 175% jump in average number of daily comments |
Increase in dailypost likes | 40% Jump in Average Daily Post Likes |
(Trends are in comparison to the average numbers of the last 3 months) | |
And infinite Smurf love across our social media handles! |