Acclaimed Director Anubhav Sinha’s, Taapsee Pannu starrer ‘Thappad’ has been a pathbreaking film associated with domestic violence which questions patriarchy, male dominance and unsaid stereotypes established for women across the globe. The film’s Marketing campaign has now won the Silver medal for the ‘World’s Most Reported Trailer’ activity at the prestigious Cannes Lions International Festival of Creativity 2021, held in Cannes, France.
During the films promotions, what was most talked about the film was it’s impactful marketing activity known as the ‘World’s Most Reported trailer’ being a disruptive way to drive home a larger message around domestic violence. The ‘World’s most reported trailer’ conceptualised and executed by Trigger Happy Entertainment and Dentsu WebChutney, seemed like a follow up trailer to it’s first one, but in a surprising turn of events, later had Taapsee asking viewers to report the trailer for it’s violent content and take a stand against domestic violence. The trailer received about 1.2 million views in just 26 hours on YouTube and was taken down in just two days due to the massive response received by the audience reporting the trailer. For this innovative promotional stunt, Trigger Happy Entertainment and Dentsu Webchutney have also previously bagged the Spikes Asia award and Blue Elephant at the Kyoorious creative awards 2020.
Last year, Trigger Happy Entertainment had made it to the Cannes Lions and won the Bronze medal for the film URI: The Surgical Strike’s marketing activity- Code Name:URI. To bring forth the issue of online piracy onto the national dais, a fake film was leaked online on the platform- uTorrent and influencers were used to spread the news of the leaked copy. Viewers who clicked on the link of the leaked film were treated to a savage message by Vicky Kaushal & Yami Gautam against the act of online piracy and urged them to view the film in theatres.
Talking about it, Amit Chandrra, Chairman and Managing Director of Trigger Happy said, “Bagging a silver at Cannes Lions is a prestigious honour and proud moment for the entire team. Working with Anubhav Sinha has always been an incredible experience and Thappad is a film that deserves the global recognition it’s getting. It’s also been a great & fruitful collaboration with Dentsu Webchutney across all campaigns we have worked together. In my opinion, a special film deserved a special campaign and we are glad that the film is still being appreciated and winning hearts.”
Lipika Chaudhary, Marketing Head of Trigger Happy added, “A film like Thappad needed an edge in spreading a message about domestic violence, an issue that’s normalised not just in India but around the world. We’re glad that the campaign hit the right direction and could empower women to take a stand. Winning a silver Cannes Lions medal is an extremely rewarding honour for us and we hope to continue to steer such conversational campaigns in the future”
Known for its industry innovation ethos, Trigger Happy’s work goes beyond traditional marketing and content creation norms and rules. Known to be the industry’s pioneer’s for the last 14 years, Trigger’s core competence lies in informing strategy and communication for Film Campaigns and OTT Platforms.