UCWeb India, part of Alibaba Mobile Business Group, has tied up with Fox Star Studios, India, Dharma Productions and Sony Music India to promote the Diwali release, Ae Dil Hai Mushkil.
In a fortnight-long campaign – UCWeb got first rights to ‘The Breakup Song’, and launched special section of unseen and exclusive footage from the movie, video bytes from the stars, movie trivia and special posters as pop up screen and banners on its platform, UC Browser & UC News.
‘The Breakup Song’, hosted and promoted by UCWeb 24 hours ahead of its world-wide launch, reached out to over 6 million viewers via UC Browser. Exclusive film footage, trivia, video bytes of Ranbir Kapoor and Anushka Sharma along with film’s posters reached out to over 2 million UC Browser users through a splash screen.
Robert Bu, GM, UCWeb India said, “Being a leading mobile internet browser with millions of users, UC Browser is helping brands and content providers connect with masses by taking their content to our 80 million monthly active users in India. The move is part of our increased focus on “Digitizing Entertainment” – offering diverse and comprehensive content options on mobile.”
Shikha Kapur, CMO, Fox Star Studios, India said, “Traditional methods of promoting a movie are giving way to newer avenues where film makers not just want to reach out to the masses but also make a positive impact. The power of mobile cannot be ignored in a scenario where people are consuming content on the go. With UC Browser, we could connect to its extensive user base that engaged with us on multiple platforms, and boosted the campaign’s reach and engagement with the youth.”
Ae Dil Hai Mushkil, slated to release this Friday, has been written and directed by Karan Johar and stars Ranbir Kapoor, Anushka Sharma and Aishwarya Rai Bachchan in lead roles. The music of the film has already been a runaway hit with the title track, Ae Dil Hai Mushkil, Bulleya, The Break-up Song and the soulful Channa Mereya – all ruling the charts.