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YRF uses Videogram to promote ‘Detective Byomkesh Bakshy’

MUMBAI: Yash Raj Films is exploring a new dimension of video consumption with the use of a digital platform called Videogram as a promotional tool for its upcoming film ‘Detective Byomkesh Bakshy’.

The studio has launched an online campaign that it claims has received approximately 30 per cent more engagement.

Yash Raj Films Pvt Ltd VP digital Anand Gurnani said, “Today’s audience has access to immense content across the digital universe. There is a constant need to innovate and sustain a conversation, as engagement now is no longer limited to just text content. It is all about using the right platform at the right time. Videogram is an innovative way of expanding our digital horizons and creating brand evangelists.”

Videogram provides a pictorial summary of any video and provides the user with a quick overview of the video’s contents, thus eliminating the time spent in watching the video from beginning to end.

This campaign was initiated across popular entertainment, news, and lifestyle websites with a special Videogram of the film trailer. It enabled users to engage with the different segments of the video within the same banner space.

Epigram Digital Media Pvt Ltd director Alnoor Merchant, who handles the online campaigns for YRF, said, “In recent times, consumption of online video has been on an exponential rise, hence in the current scenario, it becomes all the more imperative for marketers and brands to reach out to their core audience in a more engaging and innovative manner. There has been a change in the way an online user now perceives and engages with content and there is a constant need to come up with something out of the box which will set a product apart from the media clutter.”

The official Videogram apps are already available on iOS and Android platforms.