Case Study Of Its Marketing Strategy; It’s As Cool As Its Protagonist

The Marketing campaign for Deadpool 2 has been as edgy and as was during the first campaign.

Ranveer Singh as the voice of Deadpool

Vijay Singh, CEO, Fox Star Studios, said, “Ryan Reynolds’ funny, subversive anti-superhero is loved by one and all across the world. Deadpool is a huge brand in India, but for this instalment we made sure that the character becomes even more accessible to fans across markets – like for the Hindi dub, we approached Ranveer since his wit and edgy personality was a perfect fit with Deadpool!”

Hours after the trailer was released, Ranveer was involved in a funny Twitter banter with his counterpart Deadpool star – Ryan Reynolds. This went viral on social media and huge buzz amongst the follower of Ryan Reynolds in India and Ranveer fans as well.

Ranveer Singh who was excited about the Hindi version of this action cum comedy thriller that he posted a tweet for Reynolds. “Astonishing how effectively I have managed to out-crass my Canadian counterpart. Never realised how fulfilling and rewarding foul Hindi language can be,” the actor said. While Deadpool star Ryan Reynolds responding to Ranveer Singh said,” Well if I tried to curse in Hindi, pretty sure there would be an international incident.”

Bhuvan Bam- Continuing the localization effort, Bhuvan Bam (BB ki Vines), the No.1 Youtuber in India was also pulled in as the voice for Dopinder. This is not all, Bhuvan, true to his strength will be creating viral content for the film across his social platforms.

One of the biggest strength for the campaigns has been its trailers, and in an effort to expand its reach across India, we created Hindi versions which retained the essence of the English version, while catering to the humour buds of the Hindi audiences. In fact, both the Hindi trailers are the highest viewed trailers of all time for any Hollywood film in India. The trailers witnessed multiple language versions, few of which like Gujarati, Marathi, Bhojpuri, and Punjabi going viral with more than 2 million views each.

Association with StarSports for IPL- Deadpool had the biggest integration for any film, including Bollywood. This included an integration of Ryan Reynolds in the show, Ranveer is coming to the show this week. IPL is also running a contest for the film.

 

Budweiser and Pringles is the brand associated with Deadpool 2.

 

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