Good Newwz

Good Newwz is a comedy-drama centred around two couples whose lives become unexpectedly intertwined following an IVF mix-up. The overseas campaign was designed to position the film as the biggest festive family entertainer, drive awareness across international markets and maximise theatrical footfalls through an integrated media and promotions strategy.

Position Good Newwz as the biggest festive family entertainer across overseas markets, leverage the combined star power of Akshay Kumar, Kareena Kapoor Khan, Diljit Dosanjh and Kiara Advani, build awareness through localised communication, and drive theatrical footfalls during the competitive Christmas release window.

• Developed the overseas marketing strategy and defined campaign positioning
• Identified target audience segments and planned market-specific promotional activities
• Developed integrated concepts across television, digital, radio, cinema, outdoor and on-ground channels
• Created promotional ideas, campaign presentations and media recommendations
• Developed celebrity video bytes and audio byte concepts for multiple territories and media partners
• Led cross-functional coordination across Marketing, Creative, Sales, PR, Digital, Distribution, Production, agencies, exhibitors, broadcasters, radio partners and talent managers

• Pre-launch: position the film as the festive blockbuster and launch the trailer through a global Zee Network roadblock
• Pre-launch: build awareness through localised promotional assets and cast popularity
• Launch: execute integrated promotions across television, digital, radio, cinema and outdoor with celebrity-led campaigns
• Launch: activate localised contests with media and radio partners and exhibitor partnerships
• Post-launch: sustain conversations through media integrations, outdoor branding and community activations

• Developed the overseas marketing presentation and planned integrated media across territories
• Developed celebrity video bytes for broadcasters, exhibitors and media partners across multiple countries
• Created localised audio byte scripts for radio partners and promotional contests
• Planned trailer roadblocks across Zee Network's international television channels
• Managed timelines, creative approvals and stakeholder alignment across every market

Integrated theatrical marketing campaign executed across Paid, Owned and Earned channels

The international theatrical campaign combined television, digital, search, social media, radio, outdoor, cinema branding, and publicity with premium creative production to maximize awareness, audience engagement, and worldwide box office performance.

Good Newwz Celebrity Byte Promo

As part of the international theatrical marketing campaign for Good Newwz, celebrity byte promos were developed to amplify awareness, reinforce the campaign narrative, and sustain audience excitement leading up to the film's release. These promotional assets were distributed across owned, social, and partner channels to extend the campaign's reach and drive audience engagement.

Improved Facebook CTR by 2.95%, Instagram CTR by 1.64%, and Google Search Ads CTR by 1% through continuous campaign optimisation while supporting an international theatrical release that grossed CAD 46.77M (318.57 Cr) worldwide, including CAD 35.85M in India and CAD 10.92M overseas against a CAD 10.28M production budget.

• Localised communication significantly improves campaign relevance across international markets
• Celebrity-led promotional content works harder when customised for regional audiences and media partners
• Integrated campaigns across television, digital, radio, exhibitors and community partners create stronger recall
• Cross-functional collaboration is essential for large-scale international theatrical campaigns
• Continuous optimisation improves digital performance while keeping messaging consistent globally