A blockbuster-level notable cast for a campaign advertisement?! Meesho has definitely cracked borders in terms of marketing with a thriller-suspense advertisement released starring Deepika Padukone, Ranveer Singh and Ram Charan.
Source: Youtube
On July 2, Ranveer Singh along with a social media handle called Show Me the Secret, released what came across as a teaser for a nail-biter spy movie starring Ranveer Singh, Deepika Padukone and Ram Charan. The fans gasped and awaited the release of what looked like a blockbuster in the making after witnessing the little teaser but to their surprise, it was no movie but an Advertisement for the social commerce platform, Meesho.
To all of our dismay, it certainly was not a movie with an awaited release but an advertisement, A well-marketed Advertisement. Now that we are already hooked by the blow, why not dig deeper into this marketing strategy of Meesho which has us all on the edge of our seats?
The Concept
Spy suspense flicks have existed as a staple in the movie industry in the past few years. From Pathaan to No Time to Die, these action spy movies have retained us to our seats with popcorn and adrenaline on our minds. Along with that, Content Marketing has been the It Girl in the marketing industry in the recent years. The target market of the brand mostly comprises Millennials and Gen Zs which are huge consumers of content. Therefore acting upon this surging wave of such films and their consumption, Meesho chose their genre to act upon.
Visual Representation
Shot and toned in a typical Spy thriller format, Meesho curated the perfect Ad film. With earthy and dark tones, an anticipatory setting and composition, the brand conveyed what they strived for. Along with the layout and production, the cast was also chosen wisely.
Source: Youtube
Star Studded Cast
Intelligently, Meesho selected actors that they knew let alone but also if paired with the right stars, will yield a lot of chatter and knickknack around the town. Ranveer and Deepika haven’t done a film together since their prior on-screen appearance in 83. Thus the sight of Ranveer and Deepika together on screen embedded the fans with tremendous excitement. Along with that, casting the superstar Ram Charan that too after the record-breaking success of his contemporary film RRR that also grazed the skies of Oscars was a remarkable and clever selection by the brand.
Source: Instagram
Social Media Marketing
The Advertisement was furthermore marketed just like any high-budget film. The brand made an exclusive Instagram page for the advertisement named, Show Me the Secret. The Follow up posts after the release of the trailer were designed just like a detective board with a date that everyone perceived as the launch date for the trailer.
The Big Screen
But along with that, the marketing team of Meesho had something gigantic planned. The devil works hard but this time, the marketing team of Meesho certainly worked harder. Elevating the promotional advertisement to an entirely new level and in order to convince the fans that it was indeed a movie with a star-studded cast, Meesho played the teaser on the big screens. The fans were screaming, quite literally. In a video posted on the same account, the fans can be seen screaming their lungs out in the theaters at the sight of Ranveer, Deepika, Ram Charan and Chellum sir from Family Man (I mean I would have screamed my lungs out for Chellum Sir).
This campaign was surely one of its kind. I mean sure they played with our feelings but on a marketing level, it was a sensational way to market the brand. Creating curiosity, anticipation and playing on a common interest, the brand surely turned plenty of heads. After feeding the fans with such realities, The fans are now demanding directors to see potential in this concept and create a film just like this. A film starring Chellam Sir has to be on all of our checklists now.
