Overview:

Dharma Productions, a leading name in Bollywood known for its innovative storytelling and successful
ventures, is gearing up for the release of “Yodha“, an action-thriller film that promises to deliver highoctane entertainment. Recognizing the evolving landscape of film promotion and the importance of
regional engagement, Dharma Productions strategically chose Ahmedabad, a vibrant cultural hub in
Gujarat, for the grand trailer launch event.
This case study will delve into the meticulous planning and execution of this event, to generate
maximum buzz, engage with the media and fans, and successfully position “Yodha” for a popular
theatrical release.

Objectives:

Maximize media coverage: Secure extensive coverage in local and national media
outlets through press conferences, interviews, and exclusive content.
Drive Media Traffic: Attract a large number of media personnel to the launch and
ensure presence in print, online, and social media.

Strategies
Pre-EventActivities
– The team conducted media outreach to engage media personnel and boost social media visibility ahead of the
launch.
– Invitations were sent to key media representatives to maximize launch coverage.

EventActivities
On-site media coordination to ensure seamless interactions between the press and event participants.
Ensured timely arrival of both artists and media representatives at the press conference to avoid delays.
Facilitated balanced interactions by encouraging media to distribute their questions evenly among the
artists, avoiding focus on just the lead artist.
Monitored and guided media to steer clear of controversial questions during the event.
Created video bytes from artists post-launch to amplify event coverage.

PostEventActivities
Publish coverage from all top key media on the second day following the event.
Publish coverage in all media sources mentioned in TML.
Minimize the coverage being published in any media not given in the TML. If non-TML media coverage is
present, ensure appropriate management.

Coverage in 24+ print media including, Divya Bhaskar, Kesari, Sandesh,
20 online media, and 8 social media (Youtube).