Content marketing is rare. Movie marketing as we know it has evolved, now a new wave of digital initiatives, cross-promotion and content collaborations is on the rise. Movie marketers have been on the lookout for meaningful associations that help them garner eyeballs beyond the frontier.

In a recent initiative by Yash Raj Films, they released a digital video in association with one of the leading YouTube Creators in the comedy vertical – East India Comedy.


It’s an uncommon noir-mystery-comedy sketch featuring Sushant Singh Rajput and Anand Tiwari, released ahead of its upcoming film – Detective Byomkesh Bakshy!.

Stories help connect. Video collaboration works, especially so when you cross-promote channels that attract similar demographics.

When contacted, Anand Gurnani, VP – Digital, Yash Raj Films said, “An edgy and sharp film like Detective Byomkesh Bakshy! needs peripheral marketing that is equally sharp-witted and intriguing. With our YouTube Collaboration, we’ve attempted to do just that.”

Sushant Singh Rajput in a still from Two Detectives
Sushant Singh Rajput in a still from Two Detectives

Sapan Verma from East India Comedy said, “DBB is a very unique film and hence we jointly decided to do a narrative sketch about detectives, something that’s never been done before in India.”

In the past, we’ve seen Yash Raj Films tread a similar path. They collaborated with various other YouTube Creators like The Viral Fever, 88 Keys To Euphoria, Sanjeev Kapoor, etc. for some of their recent movie campaigns.

One small step for Production Houses, one giant leap for Collaborators. Say good-bye to conventional marketing.

India’s first true-blue detective is set to arrive. Dibakar Banerjee’s pulp noir Detective Byomkesh Bakshy! starring Sushant Singh Rajput, Anand Tiwari and others, hits theaters worldwide on 3rd April, 2015.

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