Karan Johar bets big on Digital Marketing for SOTY

The approach was to make the campaign viral and grab the attention of the youth

BestMediaInfo Bureau | Delhi | August 6, 2012

Karan Johar is all set for his next big release and the team is leaving no stone unturned to promote the fresh and youthful movie, ‘Student of the Year’. Karan himself has been very active recently on the digital space, as he decided to release their first look, character posters and teaser posters online. Not only that, Dharma Productions has used a very unique approach for their movie campaign by releasing their posters every midnight for an entire week before the big trailer launch.

Dharma Productions has always been active of digital space, and with Student Of The Year they have gone all out in the digital arena. Their deliberate approach was to make the campaign viral and grab the attention of the youth and get them to notice and start talking about the film.

The digital launch appears to be a well planned and executed one, as the build up for the trailer launch has been a spectacular move by the marketing team of the movie.  Directed by Karan Johar himself, the film introduces Sidharth Malhotra, Alia Bhatt and Varun Dhawan. Student Of The Year is all set for its big release on the 19th of October.


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