New Delhi, India:
Launched in 2017, Likee’s growth in India has been phenomenal. Along with being the world’s ten most downloaded apps in 2019 (as per Sensor Tower Report), Likee also became extremely popular in India. Not only the tech-savvy Indian youths but Bollywood, too, embraced the platform, and we saw more than ten movie/music projects collaborating with Likee. From the Dabangg Salman Khan to India’s favourite Khiladi Akshay Kumar, all turned to the Likee platform to connect with the youth of India creatively. Renowned names such as Fox Star Studios, T-Series, Desi Melodies, and others also chose to partner with Likee for massive reach.
Recapping the developments of 2019, various popular movies of 2019, such as Chhichhore, Dabangg3, Panipat, Housefull4, and others, were promoted on Likee with unique #challenges garnering over 300 million views each. Some memorable campaigns are #HudHudDabangg, which raked over 325 million views; #Dabangg3 with over 581.50 million views and #TheBalaChallenge for Housefull 4, which garnered more than 677.7 million views. If you aren’t still surprised by the numbers yet, the campaign for #Filhall song featuring Akshay Kumar garnered a whopping 1161 million views! Most certainly, these partnerships are establishing new standards in the industry, and today, we will look at various factors contributing to the strengthening of the bond between Bollywood and Likee platform.
Let me take this #Challenge
Everyone likes to participate in a fun online #challenge. It is trendy, simple and the best part is you don’t have to win it but just try it! For instance, Likee introduced #HudHudDabanggChallenge to promote Salman Khan’s most awaited movie, Dabangg3. The challenge invited users to copy the iconic dance step of the Dabangg movie. Not only the Likee users accepted the challenge to replicate the step, but they owned it by bringing in their creativity to the iconic step. The challenge received hundreds of millions of views pan India. In fact, Ms. Aparna Desai, Marketing Head of Salman Khan Films, expressed that, “It was great to see so much enthusiasm and such positive participation from all the Likee users in such huge numbers from across India. Not just Hindi, but Dabangg 3 also received a great response from South India on Likee.”
Meeting your favourite star
Thanks to the platforms such as Likee, meeting a Bollywood star is not a distant dream. Yes, you read that right. While it has become standard for commoners to receive a reply from their favourite celebs on social media platforms, but Likee has taken the engagement between commoners and movie stars to the next level. Various Likee users were seen meeting and greeting Bollywood movie stars while they were promoting their movies with Likee. Megha Prasad, a well-known Likee influencer, has been at the forefront of connecting with Bollywood stars. She also posts many Likee videos where she is seen indulging in a fun activity with stars like Arjun Kapoor and others.
Likee’s strong reach in remote lands
Likee is available in more than 15 Indian languages, and it has an extensive reach. The platform offers Bollywood to gain access into nooks and crannies of the Indian landscape. With virtual as strong as on-ground media campaigns and visits because of unique #challenges, Likee has been able to provide a much-needed boost to the reach for filmmakers. Through social media platforms such as Likee, Bollywood can gain passage to the Indian youth who are movie enthusiasts, and at the same time, technology-savvy in this new-age.