Varun Dhawan and Alia Bhatt, who star in Kalank, are many things — heartthrobs to millions, headline acts and more recently, internet breakers. While already vibing with the millennial audience through their social media presence, Varun and Alia gave Gen Y a special surprise. The Kalank stars recently collaborated with India’s top internet content creators for a series of interesting and whacky exchanges, specifically targeted at the younger generation.
Says Shikha Kapur, CMO, Fox Star studios, “We’ve partnered with FB and Instagram to run with this unique fan engagement initiative #CreateTogetherWithKalank”. This partnership was part of #CreateTogether, FB’s creator community programme, and has generated several millions impressions and engagements across social media.
Apoorva Mehta, CEO, Dharma Productions, says, “Kalank represents scale, grandeur and grace. Through this collaboration with Facebook, our film’s message goes far and wide, especially the millennials, who can never have enough of the stars. We hope the movie’s loved by everyone, too!”
Sajid Nadiadwala, producer, Nadiadwala Grandson Entertainment, says, “The star cast of the film today definitely has a connect with their audience but partnering on #CreateTogetherWithKalank with Facebook and Instagram has made the reach of our film wider on the social media platforms. We are glad that the content created has engaged well with the fans worldwide. We are hoping to receive their love back this Wednesday.”
Ultimately, it was a lot of fun, both, for the creators who had to engage with Varun and Alia, and for the actors themselves, who turned on the charm and in turn, got the best out of these talented creators. From eye-popping tricks with magician Karan Singh Magic to a PJ challenge with Filter Copy, from comedian Beyounick trying his luck to get Alia’s number to MostlySane Prajakta Koli cosying up to Varun, and finally dancing with Team Naach, a wide variety of content creators were a part of something special. They will make you feel a whole range of emotions. All the cool videos are available on www.facebook.com/foxstarhindi
Madhuri Dixit, Varun Dhawan, Sanjay Dutt, Alia Bhatt, Aditya Roy Kapur and Sonakshi Sinha
Adds Shikha, “We know that millennial audiences identify very closely with a lot of content creators. We don’t believe that it’s a matter of attention deficit for these audiences. Getting the right collaborators helps us reach out in a fun way and in a message that’s easier for them to relate to.”
Says Saket Saurabh, Head of Entertainment Partnerships, Facebook India, “Our #CreateTogether programme is at the heart of our mission of building communities by bringing creators together to collaborate. We are delighted to work with Team Kalank and content creators on Facebook and Instagram, and this campaign truly brought together great storytellers and creativity in an amazing social video moment for millions of fans globally.”
Fox Star Studios presents Kalank, A Dharma Productions & Nadiadwala Grandson Entertainment film. Directed by Abhishek Varman, it releases on April 17. Produced by Karan Johar, Sajid Nadiadwala, Hiroo Yash Johar & Apoorva Mehta, it is co-produced by Fox Star Studios.
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 "Alia Bhatt and Varun Dhawan with India’s top internet content creators")
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