Mad Influence and Hifi Digital delivers the largest Bollywood digital campaign for 2022

Mad Influence and Hifi Digital delivers #BachchhanPaandeyKiMoj

Mad Influence and Hifi Digital, India’s fastest growing influencer marketing companies, promoted the #BachchhanPaandeyKiMoj campaign for the latest Indian Hindi-language action comedy film starring Akshay Kumar, Kriti Sanon, Jacqueline Fernandez, and Arshad Warsi that was released on March 18, 2022.

The well-planned and executed campaign #BachchhanPaandeyKiMoj was the second most popular hashtag on Twitter. The narrative began with the disappearance of 12 Moj creators on Day 1 and their continued disappearance on Day 2. On the third day, they were captured on a special train from Mumbai to Delhi by Akshay Kumar, aka Bachchhan Paandey. The captured creators included Pranavi Manukonda, Srish Shukla, Sohail Shaikh, Sameeksha Takke, Sohail D, Simran Jain, Prasad, Surbhi Rathore, Himanshu Shrivastav, Khwahish Gal, Bhavi Chandiramani and Rashi Shinde. He demanded 1 billion views in exchange for the freedom of the content creators he was keeping hostage.

The execution of the enormous plan was divided into four phases, Initiation, Build Up, Main Activity and Creator Release. The campaign started with 20 macro-influencers like Gima Ashi, Sid Kannan, Chinki Minki and more posting a story each on Instagram for a specific Moj creator informing their fans about them being missing. For additional coverage and amplification, #MojCreatorsMissing was trending on Twitter for 4hrs on 12th March. #MojCreatorsNotFound was trending on 13th March to create further hype.

The second phase was driven by the co actors of the film wherein Kriti Sanon, Jacqueline Fernandez, and Arshad Warsi, took to Twitter highlighted the missing Moj creators and hinted at Akshay Kumar’s ransom demand. They informed the public about the abduction and amplified the curiosity.

The Main Activity was the train journey of all the cast going from Mumbai to Delhi on March 14, 2022. Akshay Kumar launched the campaign through Twitter by sharing the ransom video. He put forward his demand of receiving 1 BILLION VIEWS IN A DAY on the hashtag #BachchhanPaandeyKiMoj. Many influencers, Bollywood and meme pages took part in this campaign by sharing and engaging their followers with the news and updates. 1000+ posts were uploaded by MoJ creators and simultaneously 500+ posts were uploaded on Instagram.

The influencer marketing companies, Mad Influence and Hifi Digital, assisted with the campaign, #BachchhanPaandeyKiMoj by promoting it among their creator communities and various social media platforms, including Instagram, using reels.

Gautam Madhavan, Founder and CEO of Mad Influence, said of this promotion: “We are always eager to be a part of campaigns that are unique, creative, and engaging. This one, in particular, was immensely enjoyable and thrilling. We congratulate the Bachchhan Paandey team on their film and hope to see more opportunities like this in the future.”

The official Twitter account of Moj congratulated Akshay Kumar on receiving 1.5+ billion views in 15 hours and requested that their creators be released. All the creators were released on March 15, 2022 as promised by Bachchhan Paandey.

On this campaign, Janak Bhanushali, the CEO of Hifi Digital, said, “Collaborating with Mad Influence is always a unique experience. This campaign was a lot of fun to work on, and the public’s response was fantastic. It’s been exhilarating.”

Furthermore, on March 15, 2022, #BachchhanPaandey1BnViews was among the top 5 trending topics on Twitter, with 5,371 total tweets, 1,768 unique contributions, a total reach of 18,564,433, and a total impression of 27,524,845 in less than 4 hours.

A special truck was also organised for the promotion of the movie. The truck travelled from Bombay to Gurgaon, covering a distance of 1376 km, stopping in multiple cities starting from Surat, Baroda, Ahmedabad, Udaipur, Ajmer, Jaipur, and Gurgaon and encouraging influencers to post pictures and videos with the special truck. The activity received a total view of more than 140K and a total engagement of more than 11.6K.




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