Case Study: How Divo utilized UGC campaign for Actor Dhanush’s Wunderbar Films
Client: Actor Dhanush’s production house Wunderbar Films
Agency: Divo
About the Client:
Wunderbar Films is an Indian film production and distribution company based in Nungambakkam, Chennai. The company was established in 2010 by Actor Dhanush and his wife Aishwarya. It focuses majorly on producing and distributing Tamil films and even Malayalam and Hindi films every once in a while. Dhanush has produced many films including his own movies as well as several other under his banner Wunderbar Films. Many critically acclaimed films under his banner include VIP, Visaaranai, Pa Paandi, Kakka Muttai and many more.
Objective:
To enable maximum reach for Dhanush using digital mediums
Build digital assets for Dhanush and garner maximum reach in his fans
Challenges:
The challenge was to ensure that the creators of the content get monetary benefits. The major reason behind this was that the success and benefits of ‘Why This Kolaveri Di’ was earned by a major music label and skipped by the content team
Execution:
The implementation of the campaign began in 2014. It started by creating a robust digital ecosystem for the actor Dhanush as well as his production house Wunderbar Films. These digital assets were among the first ones to be considered as verified artists in the country across social media.
The campaign received immense success with over 10,000 users to generate content from around the world, making it the first UGC campaign in India for a film in 2014 to reach these numbers.
Further, Wunderbar films became competent to retain rights with regards to content for audio as well as visual songs which are typically assigned to music labels.
Lastly, in order to gain more traction a special digital content was created which programmed around using only the cast and crew.
Result:
- It became the largest subscribed YouTube channel for a regional production house with over 5 million + subscribers. The content on the channel includes a mix of songs from his films and original content
- Rowdy Baby which gained over 1 billion+ views was considered the highest viewed music video of all time in South India. It was also 2019’s highest viewed music video in India and 7th in the world
- Divo enabled UGC campaign content across platforms like Helo, Sharechat, and Tiktok which went on to accumulate 1 billion views in 3 months
- The audio rights were valued at 1.5 crores for acquisition and was increased by 5 times within 14 months
