Red Chillies Entertainments Pvt Ltd unveiled the first look of its next release, Happy New Year, at a grand event in Mumbai recently. Director Farah Khan was present at the event along with the entire cast of the film – Deepika Padukone, Shah Rukh Khan, Abhishek Bachchan, Sonu Sood, Boman Irani, Vivaan Shah and Jackie Shroff, Music director duo Vishal-Shekhar and Producers.
Unlike a usual trailer launch, this event was a celebration of the “Indiawaale” sentiment lent by the film. The evening began with SRK and Boman welcoming all to the grand event and introduced Fictitious Group who performed to a theme music especially made to make the eve of Independence special. Vishal and Shekhar also performed on a specially created version of the Happy New Year song, Indiawaale. This was followed by a chic fashion show by Manish Malhotra. The entire cast of the film walked the ramp. The silhouette of the collection clearly defined the theme and the sentiment of the evening. The trailer of the film was then unveiled to the audience that comprised of media and fans from across India.
Check out photos from the trailer launch here:
Farah Khan said, “This film has all that it takes to make a Bollywood quintessential film but the most important element here is HOPE. It is hope that turns into BELIEF for anyone who works hard in life to achieve their goals. Even if you lose don’t let that bring you down and think it is the end.”
Shah Rukh Khan said, “It is not necessary that if you do not win even after repeatedly trying, that you are a loser. This is what Happy New Year is all about. This film is a celebration and most importantly it is as happy as the title is.”
Venky Mysore, CEO, Red Chillies Entertainments Pvt Ltd, said “We are delighted to bring to you a sneak preview of HNY. This is a tribute to “INDIAWAALE” and a celebration of who we are. It has been a massive project yet most enjoyable to all of us at Red Chillies. We hope the audience enjoy it as much as we have making it. We eagerly look forward to “Diwali” to bring it to the audience worldwide.”
Red Chillies used all possible Digital Platforms – Social Media, Mobile (VAS), DTH & Application Economy to ensure a large user preferred reach for the trailer.
While most of the films opt for the conventional Youtube platform, HNY trailer was first launched on Facebook’s native video player using an application wherein the trailer was not only launched on the Facebook page of HNY but also the timelines of all the users who subscribed to the app.
If this isn’t enough, the trailer was also launched on the native video player of Twitter with personalized messages from the cast of HNY. “Red Chillies and the cast of Happy New Year understand the value of developing live, personal and interactive connections with their audience, which is only possible on Twitter. From the entire cast and crew sharing every moment of film production on Twitter via their personal handles to their launching personalized trailers and posters on Twitter, Happy New Year has set a new national and global standard in the movie business,” said Rishi Jaitley, Market Director, Twitter India. The Trailer was also launched on the conventional platform of Youtube on all channels of the partners (Music Distributors T-Series and Film Distributors Yash Raj Films) on the film along with Red Chillies’ official channel. The total views of the trailer from all platforms cross a record breaking number of 4 million in 24 hours.
Below are the statistics of 24 hours from the minute the trailer was launched on all the Digital Platforms, which got it more than 4 million views:
First film trailer to be launched on FB and becomes the most viewed movie trailer on FB Native Player across the Globe
- 1.5 Million Trailer Views
- 2.8 Million Post Interaction & over 18 Million FB users reached.
- Over 360K Likes for the trailer (Highest Ever)
- 1.5 Billion Impressions only on Aug 14
- 5 Hash Tags trending of Happy New Year
- Over than 2 Million views across various Youtube Partner Channels
- First Film to send out the trailer via WhatsApp
- Reached Over 13 million Subscribe of a DTH & each one has to watch channel 100 when they switch on their sets before they go to any other channel of their choice
- They have over 15 million visitors every day
- Over 300,000 fans received it via SMS service (missed call facility)
- Over 25,000 fans received it via email
Happy New Year is a rollicking, flamboyant, colourful, witty, action-packed musical bonanza. The film is produced by Red Chillies Entertainments Pvt Ltd and distributed by Yash Raj Films in UK cinemas and worldwide.
Check out the posters of the film here: