The Fall Guy
.png&w=3840&q=75)
23.51M
Social Media Views
100+
Media Coverages
₹32.5M
PR Value
₹10.8M
Advertising Value
The challenge
Universal Pictures wanted Jurassic World: Rebirth to launch as more than another Hollywood release in India. The mandate was to create a campaign that would localise one of cinema's biggest franchises for Indian audiences while sustaining excitement across earned media, broadcast, digital platforms, influencers and experiential activations. The objective was to transform anticipation into participation, making the film part of popular conversation well before its theatrical release.
The strategy
The campaign was designed as an integrated communications programme that blended high-impact media relations with culturally relevant experiences. Instead of relying solely on entertainment coverage, the strategy expanded the film's footprint through destination partnerships, regional premieres, influencer-led storytelling, experiential fan engagement, broadcast collaborations and lifestyle integrations. Every touchpoint was created to reach audiences differently, through television, digital media, social platforms, live events, travel, culture and entertainment, ensuring that the campaign remained visible across multiple consumer moments while building sustained excitement nationwide.
Execution
The Fall Guy × Tinder India
To bring the film's romantic storyline to life, the campaign partnered with Tinder India through a barter collaboration built around the idea of finding your Fall Guy. An exclusive in-app contest, supported by Tinder's Instagram and social channels, introduced the film to a new audience while generating 10.28 million social media reach.
An Ode to the Stuntmen
In a first-of-its-kind initiative in India, a special screening was organised for the Movie Stunt Artists Association, celebrating the professionals at the heart of the film's story. Veteran stunt director Sham Kaushal shared a special message that amplified the campaign across social media. The activation delivered 274K social media reach and ₹4.2 million in PR value, all through a barter collaboration.
M.I.T.R.O.N × The Fall Guy
In partnership with Mitron Bandra, the campaign hosted a special on-ground and social media activation designed to generate excitement around the film. The event brought together CAT A influencers and media personalities with a combined following of over 100,000, while the barter-led collaboration generated 2.96 million social media reach.
Media Activation with Bollywood Hungama
To maximise digital visibility, the campaign partnered with Bollywood Hungama, leveraging its presence across Instagram, X and YouTube. The collaboration expanded the film's reach across entertainment audiences and generated 10 million social media reach through earned media.
