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Delhi Safari Case Study

A Facebook case study on how the animated movie ‘Delhi Safari’ managed to gain maximum engagement on Facebook by posting creative content and adding in some gamification.

Delhi Safari – India’s first stereoscopic 3D animated feature film made by Nikhil Advani and produced by Krayon Pictures – combines Bollywood masala with the global cause of deforestation and wildlife protection. In the movie, a group of animals namely Bagga, Bajrangi, Alex, Yuvi and Begum plan a trip to Delhi in order to ask the prime minister, why the forest they live in is on the verge of destruction. Delhi Safari provides for good entertainment as well as food for thought for these causes.

The movie got digital agency, Socio Square to create an exciting Facebook page that not only highlighted the creativity of the movie but also encouraged fans to interact with the page as much as possible.

Objective:

Being an animated movie, the Facebook page for it had to be something as unique as the film. The main objective while working on this page was to create a perception for this movie that is very Bollywood in nature. The emphasis was on fun and entertainment rather than monotonous content to build maximum fan engagement.

Strategy:

  • To extend the content of the page beyond the things that are already being done on other movie pages.
  • Capitalize on the weekends for engaging fans via creative content like fan activities, puzzles, etc.

Solution:

Gamification – The new trend for engagement!

Content was strategized in the form of picture games to engage more fans over the weekend. Every weekend, the page had game-centric posts that required fans to give some input. There was no kind of gratification on any of these posts as the intention was to hold on to a fan’s attention and give them something more to do than just reading a post or checking out a picture. Posts like the Maze Game, Solve the puzzle, Spot differences, Spot the words and Comic Strips fetched a good response.

Results:

Most Viral post: The maze game

Spot Differences

The original post was made on August 19th, when the page had about 140K fans. As you can see, the post received more than 1000 likes, 250 shares and had over 150 responses in the comments. Interestingly, all this was achieved in less than 3 hours. 

Crossword Puzzle

The original post was made on August 5th, when the page had about 50K fans. The post received more than 250 likes, 60 shares and a good number of successful responses in less than 2 hours. The solution was shared the next day.

Jigsaw Puzzle:

Learnings:

  • Fans are ready to engage with the page, provided not too much is asked from them in return. In the maze game, fans were asked to just reply with the right answer in the options A, B, C or D. Since a single letter reply was expected, comments kept pouring throughout the day.
  • It was also observed that the best time to fetch attraction from the fans is the weekends, especially for movie brands (starting Friday evening to Sunday).

Be it movies or products, brands can always capitalise on the basic human need to play games, solve puzzles and find answers. The Delhi Safari Facebook campaign brings out a smart content strategy where the community is treated to something fun and creative and at the same time, also gets them involved.

How did you like the content strategy for Delhi Safari on Facebook? Let me know your thoughts.

Top Bollywood actors comprise the voice cast of India's first locally made stereoscopic 3D animated film; an American version featuring Jane Lynch and Tom Kenny opens Dec. 7.

EMERYVILLE, Calif.  — Animators from India are enjoying a golden age, with some of the leading animation houses with a presence in India, like Rhythm and Hues, nabbing high-profile projects such as Life of Pi and The Hunger Games.

Unfortunately, since the best animators are using their talents for Hollywood films, the resultant animation brain drain means that home-grown projects like Delhi Safari are left in the dust.

Thanks to globalization, audiences in India now have Hollywood animated films at their disposal on the same day as their American releases, making it imperative for a low-budget ($7 million), purely Indian animated film such as Delhi Safari to stand out from the crowd. Despite solid voice work by top Bollywood actors, the film — described as India’s first locally made stereoscopic 3D animation film — features mediocre animation that will cost it viewers both in India and abroad.

The premise of Delhi Safari is an admirable one: Faced with the destruction of their habitat so that humans could construct an “eco-friendly” luxury housing development outside Mumbai, a bunch of wisecracking jungle animals team up and take their case to the seat of government in Delhi.

A militant dancing monkey (energetically voiced by Govinda), an emotional talking parrot who speaks “human” (Akshaye Khanna), a protective mother leopard (Urmila Matondkar) and her brave cub (Swini Khara), and a bear called XXL Bagga (Boman Irani) survive a succession of scrapes to reach Delhi and make their grand environmental statement.

Released in 3D in some theaters (this review is based on the 2D version), the film marks the animation debut of writer-director Nikhil Advani, whose career started with a bang with Kal Ho Naa Ho in 2003 but hit a low with 2009’s big-budget martial arts flop Chandni Chowk to China and again with the Britain-set Patiala House (2011).

One of the reasons its animation (Krayon Pictures) looks old-fashioned is that the film was completed more than two years ago; it was shopped around at various film markets in 2010. Much has changed since then.

According to its producers, an English version of the film will be distributed by U.S.-based Applied Art Productions; the American version, featuring the voices of Jane Lynch, Tom Kenny, Christopher Lloyd and Jason Alexander, is due to open Dec. 7.

Opened: Oct. 19, 2012
Cast: Govinda, Suniel Shetty, Akshaye Khanna, Urmila Matondkar, Boman Irani, Prem Chopra, Swini Khara, Deepak Dobriyal, Sanjay Mishra, Saurabh Shukla
Director: Nikhil Advani
Screenwriters: Nikhil Advani, Girish Dhamija, Suresh Nair
Producers: Anupama Patil, Kishor Patil, Nitish Takia
Animation: Krayon Pictures
Editor: Aarif Sheikh
Music: Shankar-Ehsaan-Loy
Not rated, 90 minutes.

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