MUMBAI: The much awaited Happy Ending that stars Saif Ali Khan, Ileana D’cruz, Govinda, Kalki Koechlin and Ranvir Shorey is set to release on 21 November. Directed by Raj & DK, Happy Ending is a story about two writers Yudi and Aanchal who are both commitment phobics, and their journey towards a happy ending. Pegged as a ‘Rom-Com about Rom-Coms’, the digital campaign for this film has gone ahead of the traditional social media of Facebook and Twitter and has explored the popular dating app Tinder.
The lead pair of the film, Yudi and Aanchal (Saif and Ileana) joined Tinder three days prior to the release. Post the announcement on social media, a lot of people ‘matched’ their profiles on Tinder and started having a conversation with the characters. The activity quickly picked up and in less than an hour both their Tinder profiles had over 100 matches.
On Twitter, many users engaged in fun conversations with Yudi & Aanchal where the characters asked them to meet them on 21 November hence popularising the release date.
The Glitch group head entertainment strategy Mehak Sabat said, “Look around and you will find the youth is on Facebook, Twitter, Instagram and Tinder. If social media platforms are evolving, so should our movie promotion campaigns. With Happy Ending, we are the first to tap the potential of Tinder. We have gained immense traction on the app ever since we have launched this activity, and users are not only reacting to the novelty of the campaign but also relating with the movie protagonists.”
“A small research in our circle helped us find out that Tinder is full of commitment-phobic people! Young boys and girls just looking to spend some fun time together not really caring about ‘Where is this relationship going?’ and knowing our characters as from Happy Ending Yudi & Aanchal, we were sure they would definitely be the first ones to sign up on Tinder. What better way to get the boys to fall in awe of Aanchal and the girls to fall for Yudi?,” Eros International marketing team said.
Happy Ending releases in theatres this Friday.
