Clever digital marketing by the makers of the Telugu film Ala Vaikunthapurramulo

Since I track new Indian film music across languages, I watch and listen to a lot of new music on YouTube and JioSaavn. From what I have seen and observed so far, the upcoming Telugu film, Ala Vaikunthapurramulo, starring Allu Arjun, has done something that I don’t think has been done by other film producers so far in India.

Now, most new films, across languages, release motion posters, teasers, trailers and songs, as part of the pre-release process.

And in films starring big superstars, some scene or highlight usually end up trending in a few minutes of the video going live. This is normal in India.

What the makers of Ala Vaikunthapurramulo have done is that they have taken a unique dance step (and Allu Arjun is known for his incredible dance steps) and made it a viral. Even this could be termed as normal, and many dance steps like this go viral, particularly in the Telugu film industry. People upload videos of them trying the steps for the next few days.

But, the makers of this film have added a call-to-action in the actual song video itself. It’s not a full music video, but a lyric video, but it has snatches of Allu Arjun’s dance movements. And the ‘half coat step’ has been specifically highlighted (it is not part of the lyrics that appear on screen), with a hashtag!

A hashtag is a call-to-action for the viewers to take it and use it the way they want. It’s a different thing that the makers have included spaces between the words (which breaks the hashtag when used online) – #Half Coat Step. But that hasn’t stopped anyone from not using the full hashtag as a single word.

The song’s composer Thaman adds to the frenzy by specifying the call-to-action even further – to share videos on TikTok, a specific platform!

Understandably, the song has gone massively viral, and fans are uploading their videos all over Twitter and TikTok.

The fact that the promo team of the film thought of including a hashtag inside the music video is very smart. Even as that dance step is unique and extremely addictive, they have gone over and above to hammer what they expect from fans. This is good, clever marketing.

PS: The song is insanely catchy 🙂