MUMBAI: Digi Osmosis, the newly incepted mar-tech agency in partnership with John Abraham and Azure Entertainment, expect to take Rocky Handsome to new heights with a unique digital campaign.  The campaign unfolded in three steps --

Campaign Phase 1:
Earlier this year, Digi Osmosis had carried out an event with Twitter and Rocky Handsome. Every person who tweeted with a certain hashtag received a personalised Rocky Handsome poster and with a small message that went with it. A teaser link was also attached to that, which became instrumental in driving impressions to nearly 1.1 million.

Campaign Phase 2:
For the launch of the trailer, the concept was simple. All one had to do was log into their Facebook account, go to the Rocky Handsome page, click on the link and subscribe! The subscriber then became one of the few to watch the Rocky Handsome trailer before the world saw it. It became an exclusive preview for the die-hard fans, and turned into one of the most anticipated blockbusters this year.

Campaign Phase 3:
Another activity in which Digi Osmosis played a role was a Facebook Live with John Abraham. The star held a Q&A session with his fans on his Facebook page on the 8 March and garnered nearly 3 lakh views. It was an open event and everyone was invited to chat with the star.

Commenting on the campaign Digi Osmosis founder Manish Kumar said “We are proud to be a part of Rocky Handsome. The team has placed immense trust in us as their digital partner and we are personally invested in driving innovative, quirky and fun digital content that is shareable and make Rocky Handsome the biggest blockbuster of the year.”

Commenting on the association, producer Sunir Kheterpal added “A unique movie like this requires a special touch and that is why we turned to the team at Digi Osmosis. For Rocky Handsome, the biggest target audience is the youth. The youth are the lifeblood of social media and so, who better than Digi Osmosis to take the lead on the digital front."