Pre-launch anticipation with S.J Suryah

The campaign kick-started with a ‘life update tweet’ by S.J Suryah a day before the date announcement poster to tease the audience on rumours floated on the internet about him.

Date Announcement Poster

The date announcement poster was released the next day as a closure to S.J Suryah’s anticipation tweet.

Industry-first trailer amplification

For the trailer launch, we hosted an industry-first trailer amplification activity on Twitter. The Trailer was released in Tamil at a launch event in Chennai with the presence of the media and the entire cast & crew.
To further hype the trailer, A-list celebrities like Dhanush, Vijay Sethupathi, Sriya Reddy, Atlee, Aishwarya Rajesh, Sibi Sathyaraj, Vishal, Karthik Subbaraj, Raghavan Selva & Venkat Prabhu showed their support for the creators and cast on Twitter.

Celebrity & Influencer Screening

To build up the pre-existing hype of the series closer to the launch, a special media screening was organised for South industry in Chennai and influencers such as Vijay Pugazh & Alya Manasa. The 2 influencers shared their experiences of the event & shared their best wishes for the team of Vadhandhi on their respective Instagram stories and reel, especially highlighting their reactions after watching the fourth episode.

Video Marketing

Given the objective of the series, three long form videos and snackable social reels with the talent were planned to give the audience a chance to know more about the actors of the series.
Vadhandhi Whispers
A lighthearted headphone challenge where one actor listens to loud music through their headphones while another actor whispers a dialogue to them that they have to identify. The video was published in two parts with two different pairings; i) S.J Suryah & Sanjana and ii) Laila & Kumaran.
Truth or Vadhandhi
A fun game where the lead actors Laila, Kumaran & Sanjana sat down where each of them asked questions about themselves, answers to each were either Truth or Vadhandhi. The video was posted on the first weekend of the release to give the series a push.
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Reels

Meme & Seeding

As part of our seeding campaign, we published static posters, trailer snippers, character edits and reviews. In order to further increase chatter around the trailer, trailer cuts, dialogue cuts, bolstering of characters, and messaging of Sanjana’s debut & 1 Day to go promo was seeded across 100 multilanguage. Post Launch, we seeded Vadhandhi reviews, character appreciation, edits, memes & cinephile content on Cinephile & meme pages.