Branding for Deva centered around its unique cinematic appeal — a gripping storyline, powerful performances, and a bold visual aesthetic. The campaign emphasized these key USPs through strategic content and influencer storytelling, making it easier for audiences to connect with the film’s identity and build anticipation for its release.
Context
In an age where digital engagement drives audience interest, especially in the entertainment industry, we collaborated on a high-impact digital campaign — including strategic content on platforms like YouTube — to build pre-release buzz for the film Deva. The objective was to capture the attention of moviegoers and fans alike, making Deva a top-of-mind film ahead of its release.
Details
Time Frame:
4 November 2024 – 25 January 2025
Role:
Digital Strategist, Campaign Creative Lead
Involvement:
Social Media Strategy, Influencer Collaboration,
Overview
The promotional strategy aimed to build a cinematic identity for Deva across digital platforms, crafting a campaign that immersed the audience in the movie’s theme, aesthetic, and emotional arc. With the rise of short-form and influencer content, the campaign needed to blend storytelling with shareable, high-impact visuals and engagement formats.
Challenge
The challenge was to cut through the clutter of competing releases and keep Deva culturally relevant in the lead-up to its premiere. We needed to create content that didn’t just inform, but engaged – turning passive viewers into active promoters of the film.
Solution
We executed a multifaceted influencer and content-driven campaign. Over 40 digital creators and entertainment influencers were engaged across platforms like Instagram, YouTube, and Twitter, sharing exclusive behind-the-scenes content, character teasers, and interactive fan challenges.
Custom filters, trending hashtags like #DevaRising, and UGC (User Generated Content) activations gave fans a way to participate. Each campaign touchpoint was aligned with the film’s tone – bold, intense, and emotionally charged – creating a unified digital identity.
Interactive experiences such as countdown reels, character reveal puzzles, and teaser drops were timed strategically to keep anticipation high.
Results
The campaign reached over 25 million+ users organically and drove exceptional engagement rates, with content shares, story reposts, and fan edits gaining traction across film fan communities.
Hashtags trended regionally during the trailer and music launch events, and the campaign helped build a solid fan base ahead of the release, directly influencing first-weekend footfall and streaming platform buzz.
The campaign succeeded in positioning Deva as more than just a film – it became a cultural moment, driven by community participation, digital storytelling, and influencer advocacy.