Comparative Analysis: Digital Promotions Of Eid Releases In Pakistan

Which out of 3 films is doing great on digital media? Let’s find out!

Pakistan Film Industry is in its struggling phase. We are giving 2 – 3 hits (approx.) a year for the last 3 years, out of 15 – 26 movies released every year (roughly). In such a film industry, it is significant to pull off the marketing strategy brilliantly in order to create buzz and generate engagement. After all, film promotions are serious business which involves great deal of focused approach to gauge the success of the film on digital mediums. It takes professionals to think, plan, execute and then monitor the strategies whether they are aligned with the desired objectives or not. This year on Eid Al Azha three Pakistani films are releasing; here is the comparative analysis based on the performances of Jawani Phir Nahi Ani 2, Parwaaz Hai Junoon and Load Wedding on Digital Mediums (including Facebook, Twitter and YouTube);

The YouTube Views:

YouTube has become an integral part of a film’s promotion. We’ve witnessed superstars like Shahrukh Khan, Anil Kapoor, Salman Khan and even Amitabh Bachchan promoting their film on the channels of youngsters who have the immense ability to pull off the magnanimous viewability on their YouTube Channels, this is evident to show how important it is to be seen on YouTube in today’s world. The trailer of Jawani Phi Nahi Ani 2 released on YouTube on 25th June, 2018 making it the first trailer of Eid Al Azha’s big release and today it has total views of 2.61 million – WOW! That’s simply amazing. Then on 6th July, 2018 the trailer of Parwaaz Hai Junoon released and by today it has 1.82 million views on YouTube. Last came Load Wedding’s trailer which was released on 17th July, 2018 and so far the total views it has on YouTube are 0.94 million. It is obvious with these numbers in terms of views that JPNA 2 is leading at 1st position and then there’s Parwaaz Hai Junoon (PHJ). Unfortunately, on YouTube Load Wedding couldn’t give an impressive number.

Fierce Competition Between Pakistani Films’ Songs

So far, 3 songs from PHJ, 2 songs from Load Wedding and 1 song from JPNA 2 have been released on YouTube and from the stats it’s obvious that which songs are loved and liked by the audience and music lovers. Based on the way any song is sung, filmed and choreographed people love the music videos, following is the list of the songs’ rating as per their views on YouTube;

Top : Song                           Film             Youtube Views                 Date Released

  1. Thaam Lo                    (PHJ)                1,825,181 views                     27-Jul-2018
  2. Behka Re                    (JPNA2)              1,641,972 views                     27-Jul-2018
  3. hulleya                      (PHJ)                     1,038,911 views                     15-Ju-2018
  4. Tille Waali Jooti        (JPNA 2)              1,036,397 views                    04-Aug-2018
  5. Naache Re                   (PHJ)                   676,869 views                      05-Aug-2018
  6. Mundey Lahore de     (LW)                   447,690 views                      07-Aug-2018
  7. Rangeya                       (LW)                    278,381 views                       01-Aug-2018

* (These stats are as per 11th August, 2018 – 1:30 PM PST)

Twitter Buzz And Trend:

Believe it or not, Twitter is essential these days, this is why whether it’s any corporate business event, music concert, awards show or film premiere everything is discussed on Twitter. Marketing campaigns are carried out on Twitter to get the buzz and talkability. It is amateurish and childish to negate the significance of Twitter for promotional activities. It is such an enlightening thing to see when any song or films’ trailer is “trending on Twitter”. One should appreciate the team behind, who strategizes and promotes trailers and songs on social media; this shows that they are following the international standards of marketing and promotions.

Parwaaz Hai Junoon’s digital marketing, particularly on Twitter is way ahead of any other Eid Al Azha’s release whether it’s JPNA 2 or Load Wedding.

Right from the trailer’s release to every songs launch, Parwaaz Hai Junoon maintained to stay in top most trends of Pakistan on Twitter, enjoying 1st to 5th trending topics in Pakistan. This is a brilliant effort by the entire team behind the digital execution. With hashtags like #ParwaazHaiJunoon, #Bhulleya, #ThaamLo and #NaacheRe, PHJ made it to most talked about trends of Pakistan on Twitter.

To be honest there’s no comparison, on Twitter, of other films’ songs (from JPNA 2 or Load Wedding) as they weren’t as huge in discussions, impressions or positions on Twitter.

Facebook Audience:

Even on Facebook, just like on Twitter, Parwaaz Hai Junoon’s digital marketing sense and efforts are vibrant and glorifying. PHJ enjoys a total number of 20 K likes whereas Load Wedding and JPNA 2 have 14 K and 8.1 K likes on their Facebook pages respectively.

We wish the teams of all 3 films Jawani Phir Nahin Ani 2, Parwaaz Hai Junoon and Load Wedding all the very best.  But one thing is evident from the promotions and stats that Parwaaz Hai Junoon’s digital execution and marketing is way efficient than the other 2 films’. We hope that they also pace up their game and give a severe competition on Digital Medium.

And as far as the box-office is concerned, let’s wait for these all to release and audience and critics share their views on these films.

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